麦肯锡为IBM做的项目：《标杆企业研究》(英文PPT 21页)
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SEC China010821BJ-IBM
CONFIDENTIAL
PC Competitor Analysis: IBM
SEC China010821BJ-IBM
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information 4. Value chain strategy Focus on • Marketing, advertising and promotion • Distribution (channel and sales force)
* IBM’s purchase in china has increased from 30M USD in 1993 to 1B USD in 1998 Source: Literature research
3
SEC China010821BJ-IBM
BACKGROUND INFORMATION
• Organization structure • Ownership structure
3. Product/market
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
• Location • Number of • Management employees team • Era analysis • Starting year
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Increase revenue by 20%
* IBM’s PC business showed surprising strength in revenue growth and profitability in the September quarter last * IBM's PC business showed/surprising strength inbusiness revenue growth and term profitability in the September quarter last year year, which would lessen the urgency to exit this in the near Source: Literature research
7
SEC China010821BJ-IBM
IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING
Key product offerings
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
Product category Desktop PC Product category
• NetVista commercial PC
– NetVista A40 – NetVista A10 – NetVista A20-6269BSC – NetVista A20-634587C/634586C
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
4
SEC China010821BJ-IBM
GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS
• To translate these advanced technologies into value for our customers
through our professional solutions and services businesses worldwide Vision
• To be no. 1 player globally in information products, solution provider and
17.1 17.5 21.5
99
22.1
99
15.2
00
Source: IDC
6
SEC China010821BJ-IBM
PRODUCT/MARKET
1. Background information 4. Value chain strategy
• Location • Number of • Management employees team • Era analysis • Starting year
• 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,
• Organization structure • Ownership structure
3. Product /market
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
1. Background information 4. Value chain strategy
• Location • Number of • Management employees team • Era analysis • Starting year
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
2
SEC China010821BJ-IBM
IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA
Background information Location Managing director Starting year Beijing Zhou Weikun
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 2001 target
28.9 4.3 6.7 4.0
21.8 6.4 7.5 8.8 23.2 17.1
62.9
51.6
20.3
IBM Great Wall Founder Legend
5.1
3.8 6.1
4.0 5.0 9.6 29.8
00
13.9 87.6 125.4 94.7
Founder Dell Acer Legend IBM Toshiba
5
SEC China010821BJ-IBM
IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH
IBM’s market share Desktop PC market share Percent of units shipment (m) Growth rate percent 100%= 4.5 6.6 44.8 100%= Others Others 2.9 4.8 Notebook market share Percent of units shipment (m) Growth rate percent 68.5 24.9 170.6 193.5 121.6 128.5 65.0 18.8
1
SEC China010821BJ-IBM
BACKGROUND INFORMATION
1. Background information 4. Value chain strategy
• Location • Number of • Management employees team • Era analysis • Starting year
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
Nanjing, Xian, Chongqing offices
• Established customer service network covering dozens of
China major cities
• Set up China purchasing center* in Shenzhen
• Organization structure • Ownership structure
Product/market
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
• NetVista Multi-media PC
– NetVista X40i – NetVista A60i – NetVista A40i – NetVista A20i-21949DC/219415C – NetVista A20i-219755C/21978DC – NetVista A10i Notebook
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
3. Product/market
Mission
• 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
CONFIDENTIAL
PC Competitor Analysis: IBM
SEC China010821BJ-IBM
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information 4. Value chain strategy Focus on • Marketing, advertising and promotion • Distribution (channel and sales force)
* IBM’s purchase in china has increased from 30M USD in 1993 to 1B USD in 1998 Source: Literature research
3
SEC China010821BJ-IBM
BACKGROUND INFORMATION
• Organization structure • Ownership structure
3. Product/market
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
• Location • Number of • Management employees team • Era analysis • Starting year
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Increase revenue by 20%
* IBM’s PC business showed surprising strength in revenue growth and profitability in the September quarter last * IBM's PC business showed/surprising strength inbusiness revenue growth and term profitability in the September quarter last year year, which would lessen the urgency to exit this in the near Source: Literature research
7
SEC China010821BJ-IBM
IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING
Key product offerings
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
Product category Desktop PC Product category
• NetVista commercial PC
– NetVista A40 – NetVista A10 – NetVista A20-6269BSC – NetVista A20-634587C/634586C
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
4
SEC China010821BJ-IBM
GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS
• To translate these advanced technologies into value for our customers
through our professional solutions and services businesses worldwide Vision
• To be no. 1 player globally in information products, solution provider and
17.1 17.5 21.5
99
22.1
99
15.2
00
Source: IDC
6
SEC China010821BJ-IBM
PRODUCT/MARKET
1. Background information 4. Value chain strategy
• Location • Number of • Management employees team • Era analysis • Starting year
• 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,
• Organization structure • Ownership structure
3. Product /market
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
1. Background information 4. Value chain strategy
• Location • Number of • Management employees team • Era analysis • Starting year
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
2
SEC China010821BJ-IBM
IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA
Background information Location Managing director Starting year Beijing Zhou Weikun
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 2001 target
28.9 4.3 6.7 4.0
21.8 6.4 7.5 8.8 23.2 17.1
62.9
51.6
20.3
IBM Great Wall Founder Legend
5.1
3.8 6.1
4.0 5.0 9.6 29.8
00
13.9 87.6 125.4 94.7
Founder Dell Acer Legend IBM Toshiba
5
SEC China010821BJ-IBM
IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH
IBM’s market share Desktop PC market share Percent of units shipment (m) Growth rate percent 100%= 4.5 6.6 44.8 100%= Others Others 2.9 4.8 Notebook market share Percent of units shipment (m) Growth rate percent 68.5 24.9 170.6 193.5 121.6 128.5 65.0 18.8
1
SEC China010821BJ-IBM
BACKGROUND INFORMATION
1. Background information 4. Value chain strategy
• Location • Number of • Management employees team • Era analysis • Starting year
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
Nanjing, Xian, Chongqing offices
• Established customer service network covering dozens of
China major cities
• Set up China purchasing center* in Shenzhen
• Organization structure • Ownership structure
Product/market
6. Financial performance
• Key product offerings • Key customers • Pricing
• Sales • Profit
• NetVista Multi-media PC
– NetVista X40i – NetVista A60i – NetVista A40i – NetVista A20i-21949DC/219415C – NetVista A20i-219755C/21978DC – NetVista A10i Notebook
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
3. Product/market
Mission
• 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