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1、CONFIDENTIALPC Competitor Analysis: IBMSAMSUNG ELECTRONICS CHINA (SEC China)This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This mate
2、rial was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.Aug, 2001SEC China010821BJ-IBMOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promot
3、ionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analy
4、sis1SEC China010821BJ-IBMBACKGROUND INFORMATION 1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Org
5、anization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing2SEC China010821BJ-IBMIBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA LocationBeijing Managing directorZhou WeikunStarting year1984
6、 (representative office)1992 (IBM China Co. Ltd.)Number of employeesOver 3000Key milestones Set up IBM Customer Association in 1984 Opened Beijing, Shanghai, Shenzhen, Chengdu, Guangzhou, Nanjing, Xian, Chongqing offices Established customer service network covering dozens of China major cities Set
7、up China purchasing center* in ShenzhenBackground information * IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998Source:Literature research3SEC China010821BJ-IBMBACKGROUND INFORMATION 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarket
8、ing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearN
9、umber of employeesEra analysis4SEC China010821BJ-IBMGLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS MissionTo lead in the creation, development and manufacturing of the industrys most advanced information technologies, including computer systems, software, networking
10、systems, storage devices and microelectronicsTo translate these advanced technologies into value for our customers through our professional solutions and services businesses worldwideVision To be no. 1 player globally in information products, solution provider and service provider * IBMs PC business
11、 showed/surprising strength in revenue growth and profitability in the September quarter last yearSource:Literature research Strategy Shift product-oriented strategy to industry-oriented development strategy Define E-commerce as focus of IBM business in China Position PC as part of EoN (edge of the
12、net) concept instead of a standalone product Gradually exist* PC business in the next seven years globally by selling it to Dell with Dells promise to purchase IBMs components in return 2001 target Increase revenue by 20% * IBMs PC business showed surprising strength in revenue growth and profitabil
13、ity in the September quarter last year, which would lessen the urgency to exit this business in the near termSource:Literature research5SEC China010821BJ-IBMSource:IDCDesktop PC market sharePercent of units shipment (m)OthersIBMGreat Wall FounderLegend 100%=4.56.6Growth rate percent44.820.313.987.61
14、25.494.799009900Growth rate percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounder Dell Acer Legend IBMToshiba Notebook market sharePercent of units shipment (m)IBMs market shareIBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GR
15、OWTH 6SEC China010821BJ-IBMPRODUCT/MARKET 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCo
16、rporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis7SEC China010821BJ-IBMIBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING Key p
17、roduct offeringsSource:Literature research Product categoryProduct categoryDesktop PCNotebookNetVista commercial PCNetVista A40NetVista A10NetVista A20-6269BSCNetVista A20-634587C/634586CNetVista Multi-media PCNetVista X40iNetVista A60iNetVista A40iNetVista A20i-21949DC/219415CNetVista A20i-219755C/
18、21978DCNetVista A10iThinkPad A seriesThinkPad T seriesThinkPad X seriesThinkPad i seriesSource:literature research8SEC China010821BJ-IBMIBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES, BUT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL PLAYERS TERRITORIESSource:IDCSales by customer segmentsPercent
19、of units shipment (000s), 2000Small office Home 100%=IBMMarket average2646,564Small businessEducation Medium business Government Large businessSmall office Home 100%=IBM Market average83484Education Government Large businessSmall businessMedium business Desktop PC market Notebook market 2.3 2.9 3.9
20、3.5 3.7 4.8 9SEC China010821BJ-IBMIBM IS A DOMINANT HIGH-END PLAYER, GRASPING OVER 20% MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKETSource: IDC, interviewOthers DellCompaqGreat WallIBMHPFounderLegend 2.82.82.75.32.1Low(0-1k)Medium (1-1.5k)High (1.5k)100% = 1.8Desktop PC
21、 market, 199943.618.43.72.60.4Others DellIBMFounderLegend 0.9Low(0-2k)Medium (2-2.5k)High (2.5-3.5k)100% = Notebook market, 20000.110.120.170.73.51.40.1AcerToshiba0.08Premium (3.5K)Price brand USD15.101.51.52.25.7IBMs market shareSales by customer segmentsPercent of units shipment (M)10SEC China0108
22、21BJ-IBMVALUE CHAIN STRATEGY 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strat
23、egyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis11SEC China010821BJ-IBMIBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL R&DGlobal research bases 8 global research bases Total staff around 4,000*
24、Under construction Source:Literature research, interview China R&D baseEstablished in 1995 (IBM is one of the first MNCs that set up R&D center in China)Staffed over 100 people to research center and over 200 people to development center Research focuses are China specific technology such as languag
25、e recognition, hand-writing input and computerized translation technology application in China-specific environment and industry solution; development focus is currently application software R&DU.S. (3) Japan (1)Switzland (1) China (1)Isreal (1) India* (1) * under constructionSource: IDC, interview1
26、2SEC China010821BJ-IBMIBM WILL NOT FURTHER INVEST IN BUILDING UP PC MANUFACTURING JVS IN CHINA Manufacturing Manufacturing base Great Wall IT products Shenzhen Co., Ltd. (IBMs sole PC production base in China) OEM efforts OEM mostly to Taiwanese players, such as AcerStrategy No future investment to
27、setup more PC manufacturing JVs in china Emphasis on OEM approach Source:Literature research, interview Source: literature research, interview13SEC China010821BJ-IBMIBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE Sales and distributionGuiding
28、 principles Change program Push for flattened channel structure Expand to second/third tier geographic areas Increase sales revenue by 20% in 2001“Blue star plan”Source:Literature research, interview Distribution channel City coverage Target 3,000 4,000 dealersDirect and strong channel management an
29、d control by IBM Current Over 2,000 dealersNo direct channel management by IBMOver 30 cities Over 200 cities Source: literature research, interview14SEC China010821BJ-IBMIBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE PROVISION Total solution and service Target To be No. 1 globally as a tot
30、al solution provider and service provider Initiatives “Blue V project”Started global implementation in March, 2001 Targets at NetGens, companies that conduct business mainly on the Internet platformProvides customers hardware, software, consulting, training, sales and marketing, financing, out-sourc
31、ing, and potential partnership opportunities “Hardware + Software + Service”Source:Literature research, interview Competition in the next three years is based on the strengths in hardware and software. In the 5 years time, service will be another key success factor Zhou Weikun, Managing Director, IB
32、M China Source: literature research, interview15SEC China010821BJ-IBMORGANIZATION AND OWNERSHIP4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales
33、Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis16SEC China010821BJ-IBMIBM FOLLOWS CHINA HEADQUARTER HOLDING P&L RESPONSIBILITY AND C
34、USTOMER-ORIENTATION PRACTICE Source: Interview, Virtual Team practice by facilitates/coordination ?Key takeawaysIBM China headquarter holds the P&L responsibility of all the business groups. The only exception is China Research center that reports directly to R&D global centerIBM embodies customer-o
35、rientation in organization structure. The .com and telecom are to provide total solution to target customers“Virtual team” practice facilitates coordination among different business groups serving same customersOrganizationIBM China Co., ltdSMB .comTelecom IGSSoftware group PCTechno-logy groupServer
36、 Research centerSource: literature research, interviewDesktop PCNote-book17SEC China010821BJ-IBMIBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV IN CHINA Ownership structure Great Wall Computer GroupIBMGreat Wall IT Products Shenzhen Co., Ltd.30%70%Source:Literature researchSource: literature resea
37、rch, interview18SEC China010821BJ-IBMFINANCIAL PERFORMANCE 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/marke
38、tMissionVisionCorporate strategyMarket positionKey product offerings1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis19SEC China010821BJ-IBMIBMS NOTEBOOK BUSINESS HAS BEEN GROWING VERY FAST, BUT DESKTOP PC HAS BEEN VERY STAGNANT FOR THE PAST THREE YEARS Sale
39、s (RMB billions)Notebook Revenue19992000199898-00 CAGRPercent Source:IDCDesktop PC Revenue19992000199898-00 CAGRPercent 2.12.62.72.769.00.81.22.420SEC China010821BJ-IBMIBM HAS BEEN GROWING IN REVENUE AND IMPROVING IN NET MARGINSource:Analyst reportProfitability PercentNet marginGrowth ratePercent Gr
40、oss margin 1999200019992000Financial performance87.588.00.6RevenueUSD billions893736Growth ratePercent -2.71999200012.5Source:annual report21SEC China010821BJ-IBM9、静夜四无邻，荒居旧业贫。2024/9/172024/9/17Tuesday, September 17, 202410、雨中黄叶树，灯下白头人。2024/9/172024/9/172024/9/179/17/2024 1:06:00 AM11、以我独沈久，愧君相见频。20
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43、-Sep-2412、世间成事，不求其绝对圆满，留一份不足，可得无限完美。2024/9/172024/9/172024/9/17Tuesday, September 17, 202413、不知香积寺，数里入云峰。2024/9/172024/9/172024/9/172024/9/179/17/202414、意志坚强的人能把世界放在手中像泥块一样任意揉捏。17 九月 20242024/9/172024/9/172024/9/1715、楚塞三湘接，荆门九派通。九月 242024/9/172024/9/172024/9/179/17/202416、少年十五二十时，步行夺得胡马骑。2024/9/1720
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