麦肯锡为三星中国做的项目

SECChina010821BJ-IBMCONFIDENTIAL保密PCCompetitorAnalysis:IBMPC竞争对手分析:IBMSAMSUNGELECTRONICSCHINA(SECChina)中国三星电子(SEC中国)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.Aug,2001SECChina010821BJ-IBM1OVERVIEWOFCOMPETITORANALYSISFRAMEWORK竞争对手分析框架概况4.Valuechainstrategy价值链策略5.Organizationandownership组织和所有权6.Financialperformance财务状况Focuson重点•Marketing,advertisingandpromotion营销、广告及宣传•Distribution(channelandsalesforce)•分销(销售渠道和力度)•Organizationstructure组织机构•Ownershipstructure所有权机构•Sales销售•Profit利润2.Strategy策略3.Product/market产品/市场•Mission任务•Vision展望•Corporatestrategy•企业战略•Marketposition•市场定位•Keyproductofferings主要产品提供•Keycustomers主体顾客•Pricing价格1.Backgroundinformation背景信息•Location•位置•Managementteam•管理团队•Startingyear•开始年份•Numberofemployees•员工人数•Eraanalysis•年代分析SECChina010821BJ-IBM2BACKGROUNDINFORMATION背景信息1.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-IBM3IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINAIBM在中国逐步壮大Location位置Beijing北京Managingdirector总经理ManagingdirectorZhouWeikunStartingyear开始年份•1984(representativeoffice)代表处•1992(IBMChinaCo.Ltd.)IBM中国有限公司Numberofemployees员工人数Over3000超过3000Keymilestones重要里程碑•SetupIBMCustomerAssociationin1984•于1984年成立了IBM客户协会•OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,Chongqingoffices成立北京、上海、深圳、成都、广州、南京、西安、重庆办事处•EstablishedcustomerservicenetworkcoveringdozensofChinamajorcities建立客户覆盖中国几十个大城市的服务网络•SetupChinapurchasingcenter*inShenzhen•在中国深圳成立采购中心Backgroundinformation背景信息*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,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARS从全球来看,IBM在未来7年内决定逐步退出PC业务Mission任务•Toleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronics•领导创建、发展和制造业界最先进的信息技术,包括计算机系统、软件、网络系统、存储装置与微电子•Totranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwide•这些先进的技术,将成为我们的顾客价值,通过我们在世界范围的专业服务行业解决Vision展望•Tobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider是否.1供应商为选手在全球提供信息产品、解决方案和服务*IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource:LiteratureresearchStrategy策略•Shiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategy•把产品为主的战略发展为工业发展为主的战略•DefineE-commerceasfocusofIBMbusinessinChina确定电子商务作为IBM在华业务重点•PositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproduct定位为个人立场EON(网络优势)的概念,而不是一个孤立的产品•Graduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell‘spromisetopurchaseIBM’scomponentsinreturn在未来7年内,*PC业务通过销售给戴尔反过来购买IBM德组件2001target2001目标•Increaserevenueby20%增加20%的财政收入*IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessintheneartermSource:LiteratureresearchSECChina010821BJ-IBM6Source:IDCDesktopPCmarketshare台式PC市场份额Percentofunitsshipment(m)运输单位%(M)22.129.862.951.69.66.13.85.05.14.0Others其余IBMGreatWallFounderLegend100%=4.56.621.515.228.921.817.117.517.123.26.78.87.54.36.44.0Growthrate增长率percent44.820.313.987.6125.494.799009900Growthrate增长率percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketshare笔记本市场份额Percentofunitsshipment(m)运输单位IBM’smarketshareIBM的市场份额IBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTHIBM笔记本保持其市场地位,但其台式PC业务未能跟上市场整体增长SECChina010821BJ-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-IBM8IBMISRIGIDLYA