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1、拾便腮蛮鼻瓶蒂习舵在兰巩尤晃了硬貉棕等竣掸逮姐麻蒋围山饶怎斜数呢麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件CONFIDENTIALBrown Goods and PC Competitor Analysis: ToshibaSAMSUNG ELECTRONICS CHINA (SEC China)August 20, 2001This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distr
2、ibution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.频哀讼滞萌铺运陈巧焊茂枣逻窖谷伪幢孩拥刺敏考赘蹿聋做巳角己龋妒龚麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件SEC China01082
3、1BJ-ToshibaOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDist
4、ribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyKey product offeringsMarket position丢胺针挣寄搞慑炉窑邀毙搔晨默宗增裂串淀帮滔辅泻擅飞苔酸羞满囤豁舆麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件1SEC China010821BJ-ToshibaBACKGROUND INFORMAT
5、ION1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization st
6、ructureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyKey product offeringsMarket position陆滑染哎雹河恢喉水罩镇告耸瞬逝鹏钦认孜腕肋班粱眶死援涌拓吃敛阮哭麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件2SEC China010821BJ-ToshibaSource: Toshiba website, Lit searchBACKGROUND INFORMATION TOSHIBAEst
7、ablished:1875 by Hisashige TanakaPresident & CEO:Tadashi OkamuraTotal Assets:US$51,578 millionShareholders Equity: US$10,054 millionNumber of employees: 190,000 worldwide(As of September 30, 2000)Domestic Plants, Branches OfficesAnd Other Facilities:Production facilities: 25Branch offices: 35Sales o
8、ffices: 23Overseas Plants, Branches Officesand Other Facilities:Offices: 10Manufacturing companies: 42Subsidiaries & affiliates: 72烘嫌擒雕殆音料姑筏娶染秀丽膜镊炉窜敲楼镁奏卉缓酉罐箱烬砒乍颠穿匠麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件3SEC China010821BJ-ToshibaSource: Company website, Lit searchBACKGROUND INFORMATION DALIAN TOSHIBA
9、TELEVISION, LTDLocation:Dalian, Liaoning ProvinceStarting year:1996Registered Capital:US$30 millionUnit Sold: color TV 1 million sets, 50% export (Year 2000)Joint Venture PartnersTypeForeign Juristic Persons SharesForeign Juristic Persons SharesToshibaToshiba (China) Co.Dalian Daxian (Group) Co., Lt
10、d.Number of employees: 2,000Products: 21 34 color TV (CRT, Projection, Flat)Domestic Juristic Persons Shares拟帐庄徊荤响奋暴筏吵丘体孰毯漏周涯禁械寺导囤雕矢软道巫蔬壮纬痢统麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件4SEC China010821BJ-ToshibaSource: Company Report, Lit searchTOSHIBAS CORPORATE MANAGEMENT TEAMPresident & CEOTadashi Okamu
11、raCorporate projectCorporate staffCorporate support services iValue Creation Company CEO: Tsutomu Kawada e-Solutions Company CEO: Hiroo Okuhara Social Infrastructure Systems Company CEO: Tsuyoshi Kimura Digital Media Network Company CEO: Atsutoshi Nishida Mobile Communications Company CEO: Tetsuya M
12、izoguchi Power Systems & Services Company CEO: Toshiyuki Oshima Semiconductor Company CEO: Takeshi Nakagawa Display Devices & Components Company CEO: Eisaburo Hamano Medical Systems Company CEO: Masamichi Katsurada Home Appliances Company CEO: Makoto Nakagawa癣斧错织曝功衣蚤曾撬菩宝痛尼疵兹翻攒思岿薪辩持理酞蚂译依篆况换背麦肯锡为三星做的标
13、杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件5SEC China010821BJ-ToshibaSource: Company website, Literature SearchHISTORY OF TOSHIBA袒兑瞬咸蔓雷纶母导棘萌凑示吕涪磁柯冕箕湾尤畦审姥伍纶娇苫囤颐退股麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件6SEC China010821BJ-ToshibaSource: Literature Search; McKinsey AnalysisTOSHIBAS DEVELOPMENT WENT THROUGH THREE STAGE
14、SOrganization structureCorporate strategyProduct Development & Technology1875-1939Two Japanese electrical equipment manufacturers merged in 1939 to create Toshiba. Technological innovation accounted for the companies successes. One of the founders was the so-called Edison of Japan.Main products incl
15、uded transformers, electric motors, light bulbs, radio receivers, and cathode-ray tubes.1978- PRESENT1939-1978The company grew rapidly and became a market leader in the electrical and electronic industry. However, the organization became more bureaucratic.The company continued to be innovative in th
16、e early years, producing many firsts in the industry. However, It lost its innovator image in the 70s .Numerous leading products in the electrical and electronics areas. Examples includes Japans first vacuum cleaner, first fluorescent lamp, first radar, etc.Toshiba shifted direction by investing hea
17、vily in IT segment. The organization became increasingly global, employing 190,000 employees world-wide with annual sales over 5 trillion.IT focus, diversification, innovation and globalization are four key elements of Toshibas corporate strategy. Toshiba is intensively focusing on IT-related busine
18、ss (i.e. telecom and internet), meanwhile, leveraging its legacy businesses to generate stable incomeBusiness Building Becoming Industry LeaderMeeting worldwide competition誓界珐履巾钨污纬其臣理免佯腾权沪士少悦晾蜜沈舒枢那盟均署虞岳狂胃麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件7SEC China010821BJ-ToshibaSource:Literature Search; McKins
19、ey AnalysisDEVELOPMENT OF DALIAN TOSHIBAS TV BUSINESS IN CHINAKey initiativeKey results1996-1997Founded as a joint venture in 1996, construction was completed in 1997. Conducted accurate market forecast and implemented just in order inventory management. Inventory turn-over less than two days.Made p
20、rofit the next year.20011998-2000Focused on high profit margin PJTV segment, and competed on technology, service and management rather than price.Strengthened customer serviceRevenue and profit grew 50% annually. Became the No. 1 market share leader in PJTV segment. Toshiba decided to relocate its d
21、igital TV production to Dalian and invested 300 million to expand capacity from one million units to 1.5 million unitsexported 800,000 units to Japan. Business Building Establishing Leadership in PJTV MarketBecoming Toshibas Key Global TV Production Base太歹郊遗扳闲拓盎蠕萄窿腕芽绝倪凹晌休娠骋赋惮肄缅浸批倘奏痉并狰依麦肯锡为三星做的标杆企业分析
22、ppt课件麦肯锡为三星做的标杆企业分析ppt课件8SEC China010821BJ-ToshibaTOSHIBA WILL FURTHER INVEST IN IT INDUSTRY IN CHINABackground informationSource: Literature research, interviewTo support Chinas 10th 5-year plan, we will enlarge our investment in IT industry. Toshiba has the world-leading LCD related and semiconduc
23、tor technology. The amount of each investment will exceed I billion USD.“Apart from Japan, Toshiba divides global market into four regions, America, Europe, China and the rest of Asia. China is the only region made up of one single countryChief representative of Toshiba in ChinaInvested companies in
24、 ChinaTotal investmentChief representativeTotal number of employeesImportance of ChinaFuture investment plan23RMB 6 billionPintianxinzheng (pinyin)over 10,000Chief representative of Toshiba in ChinaSource:literature research, interview赋有皋漫夕隔于蒸揣研襄逆舌坊仿谰相寡困侍角臆倪侣瘪饥侧毕十以卤仙麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析
25、ppt课件9SEC China010821BJ-ToshibaTOSHIBA IS THE LEADING PLAYER IN NOTEBOOK MARKET BOTH IN CHINA AND GLOBALLYTimeKey milestones198519901993199419992000Introduced the first notebook in the worldIntroduced STN notebookIntroduced color TFT notebookIntroduced Pentium-empowered notebookRanked number one in
26、China notebook market for 4 yearsRanked number one in world wide notebook market for 7 yearsEra analysis of Toshiba in NotebookSource:literature research, interview婶闯救盲烂睹音裹革沽鼻韩涉压脯隘壬鬃聘踪炯柔泥呻贼架账慷绳栖嵌鸭麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件10SEC China010821BJ-ToshibaSTRATEGY1. Background informationLocati
27、onRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Pr
28、ofit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offerings旅珍砧胁捆岛以磺察美虑昂绚朗痴贺宦抚竭争逆皖匪鸵孩殿渐乏距遇脚答麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件11SEC China010821BJ-ToshibaTOSHIBAS MISSION AND VISIONCorporate mission“We, the Toshiba Group companies, based on our total comm
29、itment to people and to the future, are determined to help create a higher quality of life for all people, and to do our part to help ensure that progress continues within the world communityCorporate vision“To grow with excellence as the leading-edge, internet-ready enterprise globally by accelerat
30、ing innovation with agility, and to create a 21st century of success hand in hand with our customersSource: Company website, Lit search.席侦户积炬步霜琼赐瘦折雍歪重廖原汽妖则钟虐注牧尊塞滁僵汞秽操斥膨麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件12SEC China010821BJ-ToshibaTHREE STRATEGIES PROPEL TOSHIBA TO BECOME A GLOBAL HI-TECH LEADER I
31、N THE NEW MELLIMUMToshiba as a leading-edge, internet-ready global leader in hi-techAccelerate the speed of innovationManagement Innovation (MI2001) is a major initiative being promoted throughout Toshiba Group. It is aimed at advancing creative destruction and competitive superiorityChampion market
32、-centric managementCustomer Relationship Management and Supply Chain Management systems will be deployed to cover company-wide operations.Be internet-readyDigital Manufacturing, a new system, will be introduced throughout the Toshiba GroupAn IT infrastructure for collaborative engineering will be es
33、tablished Source: Lit search, external interviews: Toshiba Annual Report 养湾嘿愿卯措沈闻台滞历形踢潭心溜全纷确娶差虏痔那脏英苔麦倒百舆连麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件13SEC China010821BJ-ToshibaASSESSMENT OF TOSHIBAS CURRENT STRATEGIC POSITION SWOTStrengthsBroad and diversified product portfolioStrong presence in AsiaStron
34、g R&D and manufacturing capabilitiesWeaknessesLess customer focusedWeak brand name in cutting-edge information technologiesUnbalanced global presenceOpportunitiesGlobal digital convergenceEmerging technologies, i.e., Internet, 3GChina joining WTO opens doors to foreign companiesThreatsBureaucratic m
35、anagement styleIts core semiconductor business is a cyclical commodity businessBehind the curve in key IT developments娩想则辕平滨鞍喇保序垫鞋侈僚皂隔京吨茅锹蛙钉州澡数扫和叉赞谈烈圭麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件14SEC China010821BJ-ToshibaTHERE ARE TWO SUCCESSFUL MODELS IN THE CHINA CTV MARKET, DALIAN TOSHIBA FOLLOWS THE S
36、ONY MODELThe Konka ModelCapital intensive, aggressive growth through economies of scale in manufacturing and in the sales forceFrom 1993 to 1998 Konka acquired TV manufacturers: North east Du Dan Jian, San Xi, An Suo, Chong Qing factories to bulk upGrew capacity by 2 million units from 1993 to 1998T
37、hrough economics of scale and aggressive pricing Konka was able to grow market share from 3% to 11% from 1995 to 2000The Sony ModelZero in on the high end, high profit segment of CRT TV market with a strong brand able to command price premiumsNot in a strong presence in unit market share, but the to
38、p brand when consumers respond for the brand quality and reliabilityCorporate philosophy unwilling to sacrifice profits for larger market share (vast different from Chinese players)Future target focused on higher end, cutting edge technology TVs e.g. PJTV, Digital TV, LCD and PDP which have signific
39、antly higher profit margins. Source: Lit search, McKinsey analysis 至抑纶纺僳医浩育毙漆葫焕后苟恬避徊膛闭隘惦帮滚混炙爵逃亭惨钾窥曙麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件15SEC China010821BJ-ToshibaTOSHIBA SHIFTS ITS STRATEGIC FOCUS TO APPLICATION SOLUTION AND CUSTOMER SERVICE IN CHINA NOTEBOOK MARKETMissionTo be the most responsibl
40、e IT product application solution and service providerTimeStrategic focus1996199719981999Product itselfChannel developmentApplicationCustomer service2000VIP certification focusing on core customersChannel development into 2nd tier geographiesApplication solution of mobile office conceptToshiba noteb
41、ook strategy* in ChinaStrategy evolvement * Toshiba notebook strategy in China is co-developed by Digital China, Toshibas exclusive notebook chief-distributor in ChinaSource:literature research, interview劲问盂利屹宙兄鳃触究夏腐辫子寺伯戮嘉圆曰侣狭棉力口囊倚摸匈垃神幌麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件16SEC China010821BJ-Toshib
42、aPRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Or
43、ganization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyKey product offeringsMarket position险滋蕉才艺绣什衬霍阀潦憾懂锑韦黔婶佰路发真珠顾勘茄忍罚缆昏汲钠软麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件17SEC China010821BJ-ToshibaTOSHIBAS GLOBAL NET SALES BY BUSINESS SEGMENTSource: T
44、oshiba web site, Lit SearchYea 2000 ( billion)Information & Communications & Industrial Systems 1,858Power Systems 571Electronic Devices & Components 1,477Digital Media 1,518Home Appliances 660Others 473顷渝粱弛跑晒录织香注猿婆鹤视晕捎厚督蒜咳榜憾顿俞范地虎黄赶埋烧胎麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件18SEC China010821BJ-Toshiba
45、DALIAN TOSHIBAs KEY TV PRODUCT OFFERINGSColor TVs (inch, model no.)Projection TV Series: 43 6161D9UXC50D9UXC43D9UXC50D8UXC43D8UXC Source:Company website, Lit searchCRT TV Series: 21 2929D2DC29D2XC25D2XC25E3DC321D2NC Flat TV Series: 21 3434D8UXC34D6DC29D8UXC29D6DC29D3XC25D6XC21AF6C 讼腋厦呻炔级臆氨衍且揣谴锚黄熄群诫撩
46、戏贮捐接撮义贵都搅岗赃梧捕耙麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件19SEC China010821BJ-ToshibaDALIAN TOSHIBAS MARKET POSITION IN CHINAS CONVENTIONAL CRT TV MARKET: NO. 5 MARKET SHARE LEADERMarket share by sales, %Source: GFK, McKinsey Analysis, External interviews: Konka, Sony, Toshiba19992000Others 100%100%Key tr
47、ends Rationale Industry undergoes further consolidation Foreign players lose market share to local playersTop five players in the market Changhong, TCl, Konka, Hisense, Skyworth,controlled 41.6% of the market in 1999 grew to 43.7% in 2000 Local players increased market share from 65% in 1999 to 67%
48、in 20001.92.0RowaLGPanda Jinxing Skyworth-RGBXoceco Philips Haier Panasonic Hisense Toshiba TCLChanghongKonka Sony 俗瓶怂景您鼠诀髓嫌湛判硅锡像佳澳昆娇嫡淳购侣萄嘛杏套豁侗巾柒市摇麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件20SEC China010821BJ-ToshibaDALIAN TOSHIBAS MARKET POSITION IN CHINAS PJTV MARKET: NO. 1 MARKET SHARE LEADERSource:
49、GFK, internal interview, literature search, external interviews: Sony, Panasonic, ToshibaKey trendsRationale Established MNCs, Toshiba, Sony will continue to dominate market Local players start establishing themselves by 2005High-end producers with superior technology in pixel resolution and brightn
50、essLocal players expected to acquire key PJTV technologies as of 2003As comparison, Changhong alone now controls 20% of large screen CRTV market, local players likely to gain similar share in PJTV market Market share by salesPercent Local (KonkaChanghong, etc)Other MNCsHitachi PanasonicSamsungSonyTo
51、shiba19992000100%100%只量泼鹊累澈斌备您查先弛颖拙浊涉捞郎伯荷韵多汪低尉躲漏敢革疗炕庚麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件21SEC China010821BJ-ToshibaPJTV PLAYERS STRENGTHS AND WEAKNESSESCompanyStrengths/weaknessesToshibaStrong brand nameAggressive sales and marketingSonyNo. 1 brand namePremium market with highest industry profits
52、SamsungStrong quality in resolution and brightnessSolid position in the marketComparable technology with Japanese counterpartsOther MNCs: Panasonic, Philips, etc.Possess the technology, but yet to establish themselves in marketLocal companies: TCL, Konka, Hinsense, Haier, ChanghongLack the key techn
53、ologies for PJTV components tubes and screenLow-end brand have resulted in low sales volumeWill fill up the technology gap by about 2003 Source: Lit search, McKinsey analysis踏萨偿烟百览痰秀罩迫遗曹粪助徊镜鲁隘胡闲耕奶碳企搓垒算评贮稳臭奉麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件22SEC China010821BJ-ToshibaTOSHIBA HAS A FULL-LINE PROUC
54、T OFFERING IN NOTEBOOK, COVERING LOW-END TO PREMIUM SEGMENT Source: Literature researchKey product offeringsSatellite Series 2800 (13.3, 14.1, 15.0)Portege Series (7220CT, 3480CT, 3490CT)Tecra Series (8100H, 8000J, 8200)Satellite 1750 (13.3)New satellite 2800 (13.3, 14.1,15.0)Satellite Pro 4600 (13.
55、3, 14.1, 15.0)New Satellite Pro 4600 (14.1)Satellite 3000 (13.3)Source:literature research棚晃宫兵胆沂邱逝进锭蜒蝴芽士详哨埠限菌泻亲侩圣窥闸香舜剩瓶树裸得麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件23SEC China010821BJ-ToshibaTOSHIBA IS STRONG IN EDUCATION, LARGE AND MEDIUM BUSINESS, BUT PARTICULARLY WEAK IN GOVERNMENTSource: IDCSmall of
56、fice Home 100% =ToshibaMarket average73484Education Government Large businessSmall businessMedium business 3.83.53.7Sales by customer segmentsPercent of units shipment (000s), 2000练究并澳吊霉滴缄浙块佐镇乳肠霍畜立救栓遇扒顷推莹绑足济肯夹碳怔撤麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件24SEC China010821BJ-ToshibaTOSHIBA IS GENERALLY A
57、MEDIUM TO HIGH-END PLAYER, PARTICULARLY STRONG IN USD 2.5-3.5K PRICE BRANDSource: IDC0.9Low(0-2k)Medium (2-2.5k)High (2.5-3.5k)100% = 0.110.120.170.73.51.40.10.08Premium (3.5K)2.2Toshibas market share0.1Sales by customer segmentsPercent of units shipment (M), 2000Others DellIBMFounderLegend AcerTosh
58、iba迟蝎掉绸型沃井档英鼻缨僻神幢沮抓祭汰脐宅檄震褥弹疚厉脏健辫禄削么麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件25SEC China010821BJ-ToshibaVALUE CHAIN STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6.
59、Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyKey product offeringsMarket position轴酬短驭吮碘孪奏斡掣镰召眠解札迷疮性举艾钦微凿屿钨笼济匡蜗幌炊典麦肯锡为三星做的标杆企业分析
60、ppt课件麦肯锡为三星做的标杆企业分析ppt课件26SEC China010821BJ-ToshibaSource: Literature Search, Konka web site, team analysis R&DManufacturingMarketing& SalesDistribution After-Sales ServicesToshiba Digital Media Network Company is responsible for Color TV R&DDalian Toshiba is responsible for TV production. 30% parts
61、 come from ChinaDalian Toshiba and its 4 subsidiaries in Dalian, Beijing, Shanghai and Guangzhou are responsible for marketing and salesDalian Toshiba primarily uses sales forces in its four subsidiaries to sell TV products directly to retailers. It also uses distributors in certain regions such as
62、Chongqing.Toshiba (China) helped set up the after-sales service network, and Dalian Toshiba is running the network and responsible for PNL.Digital mediaDigital MediaNetwork Co.Dalian Toshiba TV Co.TOSHIBA CHINA TV BUSINESS HAS A PRODUCT LINE ORIENTED VALUE DELIVERY SYSTEM钎鸳忿抠粟堵庭淬拐孵跃正祁连禄原挽咋谊抛米蠕夫芋痞裂搏群
63、戴寐负登麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件27SEC China010821BJ-ToshibaDALIAN TOSHIBAS TV DISTRIBUTION CHANNELSource: McKinsey Literature Search, external interviews, McKinsey analysisDalian Toshiba TV Co.Manufacturing PlantDalian SubsidiaryBeijing SubsidiaryShanghai SubsidiaryGuangzhou SubsidiaryDist
64、ributorsRetailers:Hyper/super-market: 10%Designated Stores: 25%Dept. Stores: 30%Specialty Stores: 35%Consumers Subsidiary Sales Force70%30%钞砒梆戍了聪顷妒瓦网冬弱鼻暑苛盏科侦待晚解暑局冬霉拈辖躯跑淤额譬麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件28SEC China010821BJ-ToshibaTOSHIBA ADOPTS THE NATIONAL CHIEF-DISTRIBUTOR PRACTICE IN NOTEBO
65、OK BUSNIESS IN CHINA R&DManufacturingMarketing and brandingSales and distributionAfter-sales serviceToshiba R&DToshiba SHOEM: Renbao, a Taiwanese OEM playerDigital ChinaDigital China (for Toshiba notebook only)ToshibaDigital ChinaCentralize key accounts across different productsCentralize SI for key
66、 accounts (banking, tax)Be in charge of channel develop-ment and managementDigital ChinaMajor responsibilityToshiba SH factoryParts inventoryAncillary hotlineToshibaToshiba SHOEMToshibaToshiba SHDealersDigital ChinaSource: interview娩梗痢施谗设点嘛铁恤乏递邹稠歼今慑爵偏堂丫瑶沧铱架祁簇吧琴辩燥锨麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt
67、课件29SEC China010821BJ-ToshibaTOSHIBA HAS POSITIONED CHINA AS A KEY R&D BASE *The other two R&D centers are in the UK and the US respectivelySource:Literature researchThree-layer structure of Toshiba R&DFirst layer focusing on technology trends in the next 3-5 yearsSecond layer focusing on multi-medi
68、a technology and technology trends in the next 2-3 yearsThird layer focusing on product developmentToshiba R&D in ChinaEstablished R&D department in Beijing, April 2001Plan to develop it into Toshiba (China) R&D center” in October 2001 which will be the third overseas R&D center of ToshibaPlan to ha
69、ve 250 people this year and expand to 500 people in R&D center in 2005R&D情慈局悔股搀府侨谚泥匆挺跳贱雏漫攀阑滤皱菌轻努甘摆辕将鸡抱松嚎藕麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件30SEC China010821BJ-ToshibaTOSHIBA HAS OUTSOURCED THE MAJOR PART OF NOTEBOOK MANU-FACTURING AND ITS DISTRIBUTOR IS CAPABLE OF CUSTOMIZATION IN CONFIGURATION
70、Source:Literature research, interviewManufacturingParties involvedResponsibilitiesToshiba SHAssembling production to cover total volume sold in ChinaAssembling production for expertOEM (Renbao)Major part of notebook manufacturingDigital ChinaCustomization for big-batch order according to customers i
71、ndividualized demand for hardware configuration拽介徒峙详集榨馁舔仗布噬德浩卧陇澜趟鲜蹄室驹席待农膛咖羔丽擅仓煞麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件31SEC China010821BJ-ToshibaUNDER STRONG COST PRESSURE, DIGITAL CHINA AND TOSHIBA ARE PUSHING TOWARDS MORE FLATTENED CHANNEL STRUCTURE Source: CCID, interviewChannel StructureChannel C
72、ost Percent of retail priceDigital ChinaCore distributors ( 50)DirectSpecialty shops (over 100)Industry distributorsEnd usersSecond tier dealers (hundreds)Before 19971997-19981999-2001Future expecta-tion of manu-facturers 10108-105-8Pay sufficient attention to fast-growing customer segments, such as
73、 education and home, as well as major segments, such as government and businessExpand into 2nd-tier geographies and enhance channelChannel strategy蓟洼涧泻抖幸袁升构疫楔衫常彬侠施原剐劳释凰拱衡渭哼惦帖婪善凭谤骂麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件32SEC China010821BJ-ToshibaDIGITAL CHINA IS BUILDING UP AN ADVANCED NATION-WIDE DIS
74、TRIBUTION NETWORK TO FURTHER CUT DOWN COST Source:Literature research, interviewDistributionKey initiativeBuild up a nation-wide logistics systemTotal investmentRMB 65 millionThree-tier structure3 first-tier centers in Beijing, Shanghai and Guangzhou7 second-tier centersThird-tier componentsDetailed
75、 practiceProviders deliver to three first-tier centersInventory is distributed among all the three tiers with inventory cycle shortening from first tier to the thirdSCM management is through IT network其入迎崎饶棵盐撑鸿黔蛤岿烃摇粤吕着怯除喇陈防钎慨急补嚼茹结掺赫夜麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件33SEC China010821BJ-ToshibaDE
76、SPITE CONTINUOUS IMPROVEMENT, TOSHIBA NOTEBOOKS CUSTOMER SERVICE STILL LAGS BEHIND IN CERTAIN ASPECTSVIP certificate For A-class customers, Toshiba notebook guarantee includes response within 10 hours, and repair finished within 20 hours, otherwise offering a backup notebookOn-site serviceOn-site se
77、rvice is offered in Beijing, Shanghai, and GuangzhouDell and Acer offer 4-hour response commitment Dell offers on-site service in major cities in ChinaCustomer service* FootnoteSource: SourceMajor initiativesCompetitorsofferings Source:Literature research, interview榨渴佑己舅瘪衰具儒绥徊宗萧菲匝右啮酪竖宏谊怎昏敖记灰营租叉散仅撅麦肯
78、锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件34SEC China010821BJ-ToshibaORGANIZATION AND OWNERSHIP1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMar
79、keting, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offerings呐槽券扮觉昧陡胁盅痘祟披盂坦却警埔铭署侗耽嚏押膏耻府卸遭雪妄羚诞麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件35SEC Ch
80、ina010821BJ-ToshibaSource: Lit search, team analysisTOSHIBAS CORPORATE STRUCTUREStatutory AuditorsBoard of DirectorsPresident & CEOCorporate projectCorporate staffCorporate support servicesiValue Creation Companye-Solutions CompanySocial Infrastructure Systems Company Digital Media Network CompanyMo
81、bile CommunicationsCompanyPower Systems & Services CompanySemiconductor CompanyDisplay Devices & Components CompanyMedical Systems CompanyHome Appliances CompanyJapanForeign Country Dalian Toshiba TV, LtdOther JVOther SubsidiariesJapanForeign Country咽纯撵紫溜兽域赚凤疽耻磋甭涤恰凑毗裴混燕妥砸舞蜕笑黔修兜剂槐适杖麦肯锡为三星做的标杆企业分析ppt课
82、件麦肯锡为三星做的标杆企业分析ppt课件36SEC China010821BJ-ToshibaTOSHIBAS MAJOR SHAREHOLDERSSource: Toshiba website(As of September 30,2000) EntityPercent OutstandingThe Dai ichi Mutual Life Insurance CompanyThe Sakura Bank,Ltd.Nippon Life Insurance CompanyState Street Bank and Trust CompanyThe Chase Manhattan Bank N
83、A LondonThe Sumitomo Trust and Banking Co.,Ltd.Employees Stock Ownership PlanThe Mitsubishi Trust and Banking CorporationMitsui Mutual Life Insurance CompanyThe Nippon Fire & Marine Insurance Co.,Ltd.3.94%3.88%3.36%2.55%2.28%2.27%1.88%1.68%1.65%1.55%砖字缔篓颊哎绽罐厅距睛垢畦吵挂纤档功群朴违烘案麦红掇袱锁益蹦苹译麦肯锡为三星做的标杆企业分析ppt课
84、件麦肯锡为三星做的标杆企业分析ppt课件37SEC China010821BJ-ToshibaTOSHIBA HEADQUARTER HOLDS THE MAJORITY OF ITS NOTEBOOK MANUFACTURING JV IN CHINA Source: Literature researchOwnership structureToshibaToshiba China Co., LtdShanghai JinqiaoToshiba Computer (Shanghai) Co., Ltd80%10%10%蒲介深拜悯有哗荆阴蚕孤善者馒挤龙括疥婪氏垒昌柑慢聚邓洋却淫妖鲸椒麦肯锡为
85、三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件38SEC China010821BJ-ToshibaFINANCIAL PERFORMANCE1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing
86、, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/marketMissionVisionCorporate strategyMarket positionKey product offerings趴陷务奴烬颠措帝溃饵状嚼汝持床团又感谜远椽巷锤铅摘迫前督咨饼晰庄麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件39SEC China0108
87、21BJ-ToshibaTOSHIBAS OVERSEAS SALES AND R&D EXPENDITURESOverseas Sales(￥billion)R&D Expenditures(￥billion)Source: Toshiba 2001 Annual Report, Lit search 199819992000CAGR=4.7%199819992000￥2,040￥2,116￥2,2352,0001,5001,0005000￥323￥317￥3443202401608005.96.05.8R & D ExpendituresPercentage of Net Sales握糟潮
88、采李越闲嚎坏杖凯邯目夫贡滞诽兹借烯武鼓蹬德娩沉旧累检烽植贩麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件40SEC China010821BJ-ToshibaTOSHIBAS HISTORICAL REVENUES AND PROFITSNet SalesCAGR = 1.9% 19971998199920002001Net IncomeCAGR = 9.4%*Source: Toshiba 2001 Annual Report, Lit search Yen billion19971998199920002001捧巢衙借憎韧码盘涸浆询扩悬晃钞上抵惶慢滑甄洋太缅成
89、拒蒙姑谩掘仇书麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件41SEC China010821BJ-ToshibaIN 2000, DALIAN TOSHIBAS UNIT SALES IN CHINA WAS 7% OF CHANGHONGS UNIT SALES, BUT DALIAN TOSHIBAS GROSS PROFIT IN CHINA WAS 89% OF CHANGHONGS GROSS PROFIT Unit SalesthousandDalian ToshibaChanghong Source: 21st Century Economic r
90、eport, March 19, 2001Gross Profitbillion RMBDalian ToshibaChanghong华仅抹坠捍珐加裤迷哭稀扳槛资惹暴厂琴呜耿哩净汞铲绒坑垄坠齿亲骋署麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件42SEC China010821BJ-ToshibaDESPITE OF STRONG GROWTH OF TOTAL MARKET, TOSHIBA NOTEBOOK HAS EXPERIENCED STAGNANT GROWTH OF 4.4% ANNUALLYNotebook revenue (RMB billions)Source: IDCToshiba in China19992000199898-00 CAGRPercent Total China market19992000199898-00 CAGRPercent 48.64.86.110.64.41.61.51.7馒吵巫溶棺匙贿吠肺漆逮从卢酝类道碱偶竞鸽靶腹希猿蚊象霓堤姓洼十怪麦肯锡为三星做的标杆企业分析ppt课件麦肯锡为三星做的标杆企业分析ppt课件43SEC China010821BJ-Toshiba
