麦肯锡三星中国项目.ppt
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Legend
4.0 4.3
6.7
17.1
IBM
17.5
Toshiba 21.5 99
21.8 6.4 7.5 8.8
23.2
17.1 15.2
00
24.9
170.6 193.5 121.6
128.5
65.0 18.8
Source: IDC
6
PRODUCT/MARKET
1. Background information
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
Desktop PC market share Percent of units shipment (m)
Growth rate percent
Notebook market share Percent of units shipment (m)
IBM’s market share
Growth rate percent
Mission Vision
• To lead in the creation, development and manufacturing of the industry’s
most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronics
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
3. Product/market
• Key product offerings • Key customers • Pricing
standalone product
• Gradually exist* PC business in the next seven years globally by selling
it to Dell with Dell's promise to purchase IBM's components in return
service provider
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 net) concept instead of a
6. Financial performance
• Sales • Profit
1
BACKGROUND INFORMATION
1. Background information
• Location
• Number of
• Management employees
team
• Era analysis
Focus on
• Marketing,
advertising and promotion
• Distribution (channel
and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
• Location
• Number of
• Management employees
team
• Era analysis
• Starting year
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
• To translate these advanced technologies into value for our customers
through our professional solutions and services businesses worldwide
• To be no. 1 player globally in information products, solution provider and
SEC China010821BJ-IBM
CONFIDENTIAL
PC Competitor Analysis: IBM
SAMSUNG ELECTRONICS CHINA (SEC China)
Aug, 2001
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 material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
• Starting year
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
Starting year
Beijing Zhou Weikun
• 1984 (representative office) • 1992 (IBM China Co. Ltd.)
Number of employees
Key milestones
Over 3000
• Set up IBM Customer Association in 1984 • Opened Beijing, Shanghai, Shenzhen, Chengdu, Guangzhou,
100%=
4.5
6.6
44.8
100%= 2.9
4.8
68.5
Others
62.9
IBM
Great Wall Founder Legend
5.1 3.8
6.1 22.1
99
51.6
4.0 5.0 9.6 29.8 00
20.3
13.9 87.6 125.4
94.7
Others 28.9
Founder Dell Acer
* IBM’s purchase in china has increased from 30M USD in 1993 to 1B USD in 1998
Source: Literature research
3
BACKGROUND INFORMATION
1. Background information
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
3. Product/market
• Key product offerings • Key customers • Pricing
6. Financial performance
• Sales • Profit
2
IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA
Background information
SEC China010821BJ-IBM
Location
Managing director
3. Product /market
• Key product offerings • Key customers • Pricing
6. Financial performance
• Sales • Profit
7
SEC China010821BJ-IBM
IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING
Nanjing, Xian, Chongqing offices
• Established customer service network covering dozens of
China major cities
• Set up China purchasing center* in Shenzhen
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information
• Location
• Number of
• Management employees
team
• Era analysis
• Starting year
4. Value chain strategy
• Location
• Number of
• Management employees
team
• Era analysis
• Starting year
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
3. Product/market
• Key product offerings • Key customers • Pricing
6. Financial performance
• Sales • Profit
4
SEC China010821BJ-IBM
GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS
2001 target • Increase revenue by 20%
* IBM’s PC business showed surprising strength in revenue growth and profitability in the September quarter last * IyBeMar',swPhCicbhuwsoinueldsslesshsoewnetdh/esuurrpgreisnicnyg tsotreexnigt thisinbruesvienneuses ginrothwethnaenadr tperomfitability in the September quarter last year
Source: Literature research
5
SEC China010821BJ-IBM
IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH
4.0 4.3
6.7
17.1
IBM
17.5
Toshiba 21.5 99
21.8 6.4 7.5 8.8
23.2
17.1 15.2
00
24.9
170.6 193.5 121.6
128.5
65.0 18.8
Source: IDC
6
PRODUCT/MARKET
1. Background information
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
Desktop PC market share Percent of units shipment (m)
Growth rate percent
Notebook market share Percent of units shipment (m)
IBM’s market share
Growth rate percent
Mission Vision
• To lead in the creation, development and manufacturing of the industry’s
most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronics
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
3. Product/market
• Key product offerings • Key customers • Pricing
standalone product
• Gradually exist* PC business in the next seven years globally by selling
it to Dell with Dell's promise to purchase IBM's components in return
service provider
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 net) concept instead of a
6. Financial performance
• Sales • Profit
1
BACKGROUND INFORMATION
1. Background information
• Location
• Number of
• Management employees
team
• Era analysis
Focus on
• Marketing,
advertising and promotion
• Distribution (channel
and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
• Location
• Number of
• Management employees
team
• Era analysis
• Starting year
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
• To translate these advanced technologies into value for our customers
through our professional solutions and services businesses worldwide
• To be no. 1 player globally in information products, solution provider and
SEC China010821BJ-IBM
CONFIDENTIAL
PC Competitor Analysis: IBM
SAMSUNG ELECTRONICS CHINA (SEC China)
Aug, 2001
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 material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.
2. Strategy
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
• Starting year
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
2. Strategy
• Mission • Vision • Corporate strategy • Market position
Starting year
Beijing Zhou Weikun
• 1984 (representative office) • 1992 (IBM China Co. Ltd.)
Number of employees
Key milestones
Over 3000
• Set up IBM Customer Association in 1984 • Opened Beijing, Shanghai, Shenzhen, Chengdu, Guangzhou,
100%=
4.5
6.6
44.8
100%= 2.9
4.8
68.5
Others
62.9
IBM
Great Wall Founder Legend
5.1 3.8
6.1 22.1
99
51.6
4.0 5.0 9.6 29.8 00
20.3
13.9 87.6 125.4
94.7
Others 28.9
Founder Dell Acer
* IBM’s purchase in china has increased from 30M USD in 1993 to 1B USD in 1998
Source: Literature research
3
BACKGROUND INFORMATION
1. Background information
5. Organization and ownership
• Organization structure • Ownership structure
SEC China010821BJ-IBM
3. Product/market
• Key product offerings • Key customers • Pricing
6. Financial performance
• Sales • Profit
2
IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA
Background information
SEC China010821BJ-IBM
Location
Managing director
3. Product /market
• Key product offerings • Key customers • Pricing
6. Financial performance
• Sales • Profit
7
SEC China010821BJ-IBM
IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING
Nanjing, Xian, Chongqing offices
• Established customer service network covering dozens of
China major cities
• Set up China purchasing center* in Shenzhen
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information
• Location
• Number of
• Management employees
team
• Era analysis
• Starting year
4. Value chain strategy
• Location
• Number of
• Management employees
team
• Era analysis
• Starting year
4. Value chain strategy
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
3. Product/market
• Key product offerings • Key customers • Pricing
6. Financial performance
• Sales • Profit
4
SEC China010821BJ-IBM
GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS
2001 target • Increase revenue by 20%
* IBM’s PC business showed surprising strength in revenue growth and profitability in the September quarter last * IyBeMar',swPhCicbhuwsoinueldsslesshsoewnetdh/esuurrpgreisnicnyg tsotreexnigt thisinbruesvienneuses ginrothwethnaenadr tperomfitability in the September quarter last year
Source: Literature research
5
SEC China010821BJ-IBM
IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH