【品牌战略】老麦帮三星对海尔的分析

Samsung010620BJ-HaierWhiteGoodsCompetitorAssessment–HaierSamsungElectronicsChina(SECChina)August,2001CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.Samsung010620BJ-Haier1CONTENTS1.Backgroundinformation•Location•Startingyear•IPOdate•Numberofemployees•Brandvalue•Marketshare•Salesrevenue•Equitystructure•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Sales•Profit2.Strategy3.Product/market•Corporatestrategy•Keyproductofferings•Marketposition•Keycustomers•Valueproposition•Geographicfocus•PricingSamsung010620BJ-Haier2CONTENTS1.Backgroundinformation•Location•Startingyear•IPOdate•Numberofemployees•Brandvalue•Marketshare•Salesrevenue•Equitystructure•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Sales•Profit2.Strategy3.Product/market•Corporatestrategy•Keyproductofferings•Marketposition•Keycustomers•Valueproposition•Geographicfocus•PricingSamsung010620BJ-Haier3BACKGROUNDINFORMATIONSource:Annualreport;analystreports;website;YuegangInformationDailyLocation:QingdaoStartingyear:1984IPOdate:ListedrefrigeratorbusinessinNovember,1993Brandvalue(2000):~RMB30billionMarketshare:Refrigerator:31%;Washingmachine:29%;AirConditioner:20%;Microwave:2%Numberofemployees:30,000Equitystructure:KeyshareholdersPercentageHaierGroupHaierElectronicInternationalCo,.Ltd31.44%17.93%SalesRevenue(2000):RMB40.6billionSamsung010620BJ-Haier4HAIER'sDEVELOPMENTWENTTHROUGHTHREESTAGESSource:Haier'swebsite,literaturesearchBrandingDiversificationandexpansionGlobalization1984-19911992-19981998-Keyinitiative•Builtastrongbrandnameinrefrigeratorsthroughawelldeve-lopedTQCsystem•Diversifiedtheproductportfoliotoavoidhavingallthecom-pany'seggsinonebasketthroughmer-gersandacquisitions•Tobuildaninternationalbrandname•Aspirestobecomefortune500Keyresults•Wonthefirstprizeinthemostfavoritelightindustryproductsrefrigerators”5yearsinarow•Wonthestateprizeforqualitymanagement•PresentedwiththecustomersatisfactioncupbyChina'scustomersatisfactionmovementcongress•Acquired14enterprisesundertheeatingdormantfishstrategy.SuccessfullyturnedthesebusinessesaroundbyleveragingHaier'sbrandandintroducingHaier'sOECmanagement•Expandedproductportfoliofrom1producttoover9,000productsin42categories•Soldproductstoover160countriesandregionsandestablishedmorethan38,000salesoutletsacrosstheworldSamsung010620BJ-Haier5Haier'sbrandvaluein2000:~RMB30billionHAIER'sBRANDBECAMETREMENDOUSINTANGIBLEASSETSource:Literaturesearch,websiteExamplesofHaier'ssuccessfulinvestmentwithitsbrand•AcquiredQingdaoRedStarElectronicCompanyandchangeditswashingmachine'sbrandintoHaier.WiththehelpofOECmanagement,quicklyturnedthecompanyintoaprofitablebusiness.HaierbecametheNo.1brandforwashingmachinethenextyearandenjoyedthehighestmarketshare•AcquiredcontrollingsharesofShundeWashingMachineFactorywithHaierbrandandquicklyturnedaroundthebusiness•TookcontrollingsharesofHangzhouHaierElectronicCompanywithHaierbrandanddevelopedHaierseriesofcolorTVSamsung010620BJ-Haier6Source:WebsiteKitchenappliances•Refrigerator•Freezer•Microwave•GasrangeSmallappliances•Electriciron•VacuumcleanerVentilatingappliances•Airconditioner•Rangehood•AirpurifierCleaningappliances•Washingmachine•ElectricwaterheaterHAIEROFFERSBROADRANGEOFPRODUCTSHaier'skeyproductofferings•MobilehandsetTelecommunicationsBrowngoods•ColorTV•VCD•Telephone•PC•PDAITSamsung010620BJ-Haier7HAIERHASSUCCESSFULLYEXPANDEDINTOGLOBALMARKETSource:Annualreport•Developglobaldistributionnetwork–62distributorsandaround38,000outletsacrosstheworld•Setupproductionfacilitiesoverseas–SetupplantsinIndonesia,Philippines,Malaysia,EastEurope,US•1999exports–Refrigerator:568,000units–Airconditioner:200,000units–Washingmachine:190,000units•RefrigeratormarketshareinUS(2000)–124L:30.1%–183-266L:35.88%Samsung010620BJ-Haier8CONTENTS1.Backgroundinformation•Location•Startingyear•IPOdate•Numberofemployees•Brandvalue•Marketshare•Salesrevenue•Equitystructure•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Sales•Profit2.Strategy3.Product/market•Corporatestrategy•Keyproductofferings•Marketposition•Keycustomers•Valueproposition•Geographicfocus•PricingSamsung010620BJ-Haier9HAIER'sSTRATEGICFOCUSIN2001Source:Haier'sannualreportValuewarinsteadofpricewar•Focusonimprovingtechnicalcontentsinproducts•ProduceindividualizedproductsGlobalcompetitiveadvantage•ArrangeallbusinessprocessesaroundorderflowBuildcompetitiveadvantageinquality,costandleadtimethroughOECmanagementProductdevelopment•Developproductsthataretai