麦肯锡三星中国项目

SECChina010821BJ-IBMCONFIDENTIALPCCompetitorAnalysis:IBMSAMSUNGELECTRONICSCHINA(SECChina)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.Aug,2001SECChina010821BJ-IBM1OVERVIEWOFCOMPETITORANALYSISFRAMEWORK4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Pricing1.Backgroundinformation•Location•Managementteam•Startingyear•Numberofemployees•EraanalysisSECChina010821BJ-IBM2BACKGROUNDINFORMATION1.Backgroundinformation•Location•Managementteam•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•PricingSECChina010821BJ-IBM3IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINALocationBeijingManagingdirectorZhouWeikunStartingyear•1984(representativeoffice)•1992(IBMChinaCo.Ltd.)NumberofemployeesOver3000Keymilestones•SetupIBMCustomerAssociationin1984•OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,Chongqingoffices•EstablishedcustomerservicenetworkcoveringdozensofChinamajorcities•SetupChinapurchasingcenter*inShenzhenBackgroundinformation*IBM’spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998Source:LiteratureresearchSECChina010821BJ-IBM4BACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Pricing1.Backgroundinformation•Location•Managementteam•Startingyear•Numberofemployees•EraanalysisSECChina010821BJ-IBM5GLOBALLY,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARSMission•Toleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronics•TotranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwideVision•Tobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider*IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource:LiteratureresearchStrategy•Shiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategy•DefineE-commerceasfocusofIBMbusinessinChina•PositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproduct•Graduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell'spromisetopurchaseIBM'scomponentsinreturn2001target•Increaserevenueby20%*IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessintheneartermSource:LiteratureresearchSECChina010821BJ-IBM6Source:IDCDesktopPCmarketsharePercentofunitsshipment(m)22.129.862.951.69.66.13.85.05.14.0OthersIBMGreatWallFounderLegend100%=4.56.621.515.228.921.817.117.517.123.26.78.87.54.36.44.0Growthratepercent44.820.313.987.6125.494.799009900Growthratepercent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketsharePercentofunitsshipment(m)IBM’smarketshareIBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTHSECChina010821BJ-IBM7PRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Pricing1.Backgroundinformation•Location•Managementteam•Startingyear•Numberofemployees•EraanalysisSECChina010821BJ-IBM8IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERINGKeyproductofferingsSource:LiteratureresearchProductcategoryProductcategoryDesktopPCNotebook•NetVistacommercialPC–NetVistaA40–NetVistaA10–NetVistaA20-6269BSC–NetVistaA20-634587C/634586C•NetVistaMulti-mediaPC–NetVistaX40i–NetVistaA60i–NetVistaA40i–NetVistaA20i-21949DC/219415C–NetVistaA20i-219755C/21978DC–NetVistaA10i•ThinkPadAseries•ThinkPadTseries•ThinkPadXseries•ThinkPadiseriesSource:literatureresearchSECChina010821BJ-IBM9IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIESSource:IDCSales