某咨詢－三星競爭對手分析東芝

1、某咨詢?nèi)歉偁帉κ址治鰱|芝OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDi

2、stribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyKey product offeringsMarket position2BACKGROUND INFORMATION1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting y

3、earNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate s

4、trategyKey product offeringsMarket position3Source: Toshiba website, Lit searchBACKGROUND INFORMATION TOSHIBAEstablished:1875 by Hisashige TanakaPresident & CEO:Tadashi OkamuraTotal Assets:US$51,578 millionShareholders Equity: US$10,054 millionNumber of employees: 190,000 worldwide(As of September 3

5、0, 2000)Domestic Plants, Branches OfficesAnd Other Facilities:Production facilities: 25Branch offices: 35Sales offices: 23Overseas Plants, Branches Officesand Other Facilities:Offices: 10Manufacturing companies: 42Subsidiaries & affiliates: 724Source: Company website, Lit searchBACKGROUND INFORMATIO

6、N DALIAN TOSHIBA TELEVISION, LTDLocation:Dalian, Liaoning ProvinceStarting year:1996Registered Capital:US$30 millionUnit Sold: color TV 1 million sets, 50% export (Year 2000)Joint Venture PartnersTypeForeign Juristic Persons SharesForeign Juristic Persons SharesToshibaToshiba (China) Co.Dalian Daxia

7、n (Group) Co., Ltd.Number of employees: 2,000Products: 21 34 color TV (CRT, Projection, Flat)Domestic Juristic Persons Shares5Source: Company Report, Lit searchTOSHIBAS CORPORATE MANAGEMENT TEAMPresident & CEOTadashi OkamuraCorporate projectCorporate staffCorporate support services iValue Creation C

8、ompany CEO: Tsutomu Kawada e-Solutions Company CEO: Hiroo Okuhara Social Infrastructure Systems Company CEO: Tsuyoshi Kimura Digital Media Network Company CEO: Atsutoshi Nishida Mobile Communications Company CEO: Tetsuya Mizoguchi Power Systems & Services Company CEO: Toshiyuki Oshima Semiconductor

9、Company CEO: Takeshi Nakagawa Display Devices & Components Company CEO: Eisaburo Hamano Medical Systems Company CEO: Masamichi Katsurada Home Appliances Company CEO: Makoto Nakagawa6Source: Company website, Literature SearchHISTORY OF TOSHIBA7Source: Literature Search; McKinsey AnalysisTOSHIBAS DEVE

10、LOPMENT WENT THROUGH THREE STAGESOrganization structureCorporate strategyProduct Development & Technology1875-1939Two Japanese electrical equipment manufacturers merged in 1939 to create Toshiba. Technological innovation accounted for the companies successes. One of the founders was the so-called Ed

11、ison of Japan.Main products included transformers, electric motors, light bulbs, radio receivers, and cathode-ray tubes.1978- PRESENT1939-1978The company grew rapidly and became a market leader in the electrical and electronic industry. However, the organization became more bureaucratic.The company

12、continued to be innovative in the early years, producing many firsts in the industry. However, It lost its innovator image in the 70s .Numerous leading products in the electrical and electronics areas. Examples includes Japans first vacuum cleaner, first fluorescent lamp, first radar, etc.Toshiba sh

13、ifted direction by investing heavily in IT segment. The organization became increasingly global, employing 190,000 employees world-wide with annual sales over 5 trillion.IT focus, diversification, innovation and globalization are four key elements of Toshibas corporate strategy. Toshiba is intensive

14、ly focusing on IT-related business (i.e. telecom and internet), meanwhile, leveraging its legacy businesses to generate stable incomeBusiness Building Becoming Industry LeaderMeeting worldwide competition8Source:Literature Search; McKinsey AnalysisDEVELOPMENT OF DALIAN TOSHIBAS TV BUSINESS IN CHINAK

15、ey initiativeKey results1996-1997Founded as a joint venture in 1996, construction was completed in 1997. Conducted accurate market forecast and implemented just in order inventory management. Inventory turn-over less than two days.Made profit the next year.20011998-2000Focused on high profit margin

16、PJTV segment, and competed on technology, service and management rather than price.Strengthened customer serviceRevenue and profit grew 50% annually. Became the No. 1 market share leader in PJTV segment. Toshiba decided to relocate its digital TV production to Dalian and invested 300 million to expa

17、nd capacity from one million units to 1.5 million unitsexported 800,000 units to Japan. Business Building Establishing Leadership in PJTV MarketBecoming Toshibas Key Global TV Production Base9TOSHIBA WILL FURTHER INVEST IN IT INDUSTRY IN CHINABackground informationSource: Literature research, interv

18、iewTo support Chinas 10th 5-year plan, we will enlarge our investment in IT industry. Toshiba has the world-leading LCD related and semiconductor technology. The amount of each investment will exceed I billion USD.“Apart from Japan, Toshiba divides global market into four regions, America, Europe, C

19、hina and the rest of Asia. China is the only region made up of one single countryChief representative of Toshiba in ChinaInvested companies in ChinaTotal investmentChief representativeTotal number of employeesImportance of ChinaFuture investment plan23RMB 6 billionPintianxinzheng (pinyin)over 10,000

20、Chief representative of Toshiba in ChinaSource:literature research, interview10TOSHIBA IS THE LEADING PLAYER IN NOTEBOOK MARKET BOTH IN CHINA AND GLOBALLYTimeKey milestones198519901993199419992000Introduced the first notebook in the worldIntroduced STN notebookIntroduced color TFT notebookIntroduced

21、 Pentium-empowered notebookRanked number one in China notebook market for 4 yearsRanked number one in world wide notebook market for 7 yearsEra analysis of Toshiba in NotebookSource:literature research, interview11STRATEGY1. Background informationLocationRegistered capitalManagementteamEquitystructu

22、reStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisio

23、nCorporate strategyMarket positionKey product offerings12THREE STRATEGIES PROPEL TOSHIBA TO BECOME A GLOBAL HI-TECH LEADER IN THE NEW MELLIMUMToshiba as a leading-edge, internet-ready global leader in hi-techAccelerate the speed of innovationManagement Innovation (MI2001) is a major initiative being

24、 promoted throughout Toshiba Group. It is aimed at advancing creative destruction and competitive superiorityChampion market-centric managementCustomer Relationship Management and Supply Chain Management systems will be deployed to cover company-wide operations.Be internet-readyDigital Manufacturing

25、, a new system, will be introduced throughout the Toshiba GroupAn IT infrastructure for collaborative engineering will be established Source: Lit search, external interviews: Toshiba Annual Report 13ASSESSMENT OF TOSHIBAS CURRENT STRATEGIC POSITION SWOTStrengthsBroad and diversified product portfoli

26、oStrong presence in AsiaStrong R&D and manufacturing capabilitiesWeaknessesLess customer focusedWeak brand name in cutting-edge information technologiesUnbalanced global presenceOpportunitiesGlobal digital convergenceEmerging technologies, i.e., Internet, 3GChina joining WTO opens doors to foreign c

27、ompaniesThreatsBureaucratic management styleIts core semiconductor business is a cyclical commodity businessBehind the curve in key IT developments14THERE ARE TWO SUCCESSFUL MODELS IN THE CHINA CTV MARKET, DALIAN TOSHIBA FOLLOWS THE SONY MODELThe Konka ModelCapital intensive, aggressive growth throu

28、gh economies of scale in manufacturing and in the sales forceFrom 1993 to 1998 Konka acquired TV manufacturers: North east Du Dan Jian, San Xi, An Suo, Chong Qing factories to bulk upGrew capacity by 2 million units from 1993 to 1998Through economics of scale and aggressive pricing Konka was able to

29、 grow market share from 3% to 11% from 1995 to 2000The Sony ModelZero in on the high end, high profit segment of CRT TV market with a strong brand able to command price premiumsNot in a strong presence in unit market share, but the top brand when consumers respond for the brand quality and reliabili

30、tyCorporate philosophy unwilling to sacrifice profits for larger market share (vast different from Chinese players)Future target focused on higher end, cutting edge technology TVs e.g. PJTV, Digital TV, LCD and PDP which have significantly higher profit margins. Source: Lit search, McKinsey analysis

31、 15TOSHIBA SHIFTS ITS STRATEGIC FOCUS TO APPLICATION SOLUTION AND CUSTOMER SERVICE IN CHINA NOTEBOOK MARKETMissionTo be the most responsible IT product application solution and service providerTimeStrategic focus1996199719981999Product itselfChannel developmentApplicationCustomer service2000VIP cert

32、ification focusing on core customersChannel development into 2nd tier geographiesApplication solution of mobile office conceptToshiba notebook strategy* in ChinaStrategy evolvement * Toshiba notebook strategy in China is co-developed by Digital China, Toshibas exclusive notebook chief-distributor in

33、 ChinaSource:literature research, interview16PRODUCT/MARKET1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus onMarketing, advertising and promo

34、tionDistribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product /marketMissionVisionCorporate strategyKey product offeringsMarket position17TOSHIBAS GLOBAL NET SALES BY BUSINESS SEGMENTSource:Toshiba web site, Lit SearchYea 2000 ( billion)Inform

35、ation & Communications & Industrial Systems 1,858Power Systems 571Electronic Devices & Components 1,477Digital Media 1,518Home Appliances 660Others 47318DALIAN TOSHIBAs KEY TV PRODUCT OFFERINGSColor TVs (inch, model no.)Projection TV Series: 43 6161D9UXC50D9UXC43D9UXC50D8UXC43D8UXC Source:Company we

36、bsite, Lit searchCRT TV Series: 21 2929D2DC29D2XC25D2XC25E3DC321D2NC Flat TV Series: 21 3434D8UXC34D6DC29D8UXC29D6DC29D3XC25D6XC21AF6C 19DALIAN TOSHIBAS MARKET POSITION IN CHINAS CONVENTIONAL CRT TV MARKET: NO. 5 MARKET SHARE LEADERMarket share by sales, %Source:GFK, McKinsey Analysis, External inte

37、rviews: Konka, Sony, Toshiba19992000Others 100%100%Key trends Rationale Industry undergoes further consolidation Foreign players lose market share to local playersTop five players in the market Changhong, TCl, Konka, Hisense, Skyworth,controlled 41.6% of the market in 1999 grew to 43.7% in 2000 Loca

38、l players increased market share from 65% in 1999 to 67% in 20001.92.0RowaLGPanda Jinxing Skyworth-RGBXoceco Philips Haier Panasonic Hisense Toshiba TCLChanghongKonka Sony 20DALIAN TOSHIBAS MARKET POSITION IN CHINAS PJTV MARKET: NO. 1 MARKET SHARE LEADERSource:GFK, internal interview, literature sea

39、rch, external interviews: Sony, Panasonic, ToshibaKey trendsRationale Established MNCs, Toshiba, Sony will continue to dominate market Local players start establishing themselves by 2005High-end producers with superior technology in pixel resolution and brightnessLocal players expected to acquire ke

40、y PJTV technologies as of 2003As comparison, Changhong alone now controls 20% of large screen CRTV market, local players likely to gain similar share in PJTV market Market share by salesPercent Local (KonkaChanghong, etc)Other MNCsHitachi PanasonicSamsungSonyToshiba19992000100%100%21PJTV PLAYERS STR

41、ENGTHS AND WEAKNESSESCompanyStrengths/weaknessesToshibaStrong brand nameAggressive sales and marketingSonyNo. 1 brand namePremium market with highest industry profitsSamsungStrong quality in resolution and brightnessSolid position in the marketComparable technology with Japanese counterpartsOther MN

42、Cs: Panasonic, Philips, etc.Possess the technology, but yet to establish themselves in marketLocal companies: TCL, Konka, Hinsense, Haier, ChanghongLack the key technologies for PJTV components tubes and screenLow-end brand have resulted in low sales volumeWill fill up the technology gap by about 20

43、03 Source: Lit search, McKinsey analysis22TOSHIBA HAS A FULL-LINE PROUCT OFFERING IN NOTEBOOK, COVERING LOW-END TO PREMIUM SEGMENT Source:Literature researchKey product offeringsSatellite Series 2800 (13.3, 14.1, 15.0)Portege Series (7220CT, 3480CT, 3490CT)Tecra Series (8100H, 8000J, 8200)Satellite

44、1750 (13.3)New satellite 2800 (13.3, 14.1,15.0)Satellite Pro 4600 (13.3, 14.1, 15.0)New Satellite Pro 4600 (14.1)Satellite 3000 (13.3)Source:literature research23TOSHIBA IS STRONG IN EDUCATION, LARGE AND MEDIUM BUSINESS, BUT PARTICULARLY WEAK IN GOVERNMENTSource: IDCSmall office Home 100% =ToshibaMa

45、rket average73484Education Government Large businessSmall businessMedium business 3.83.53.7Sales by customer segmentsPercent of units shipment (000s), 200024TOSHIBA IS GENERALLY A MEDIUM TO HIGH-END PLAYER, PARTICULARLY STRONG IN USD 2.5-3.5K PRICE BRANDSource: IDC0.9Low(0-2k)Medium (2-2.5k)High (2.

46、5-3.5k)100% = 0.110.120.170.73.51.40.10.08Premium (3.5K)2.2Toshibas market share0.1Sales by customer segmentsPercent of units shipment (M), 2000Others DellIBMFounderLegend AcerToshiba25Source: Literature Search, Konka web site, team analysis R&DManufacturingMarketing& SalesDistribution After-Sales S

47、ervicesToshiba Digital Media Network Company is responsible for Color TV R&DDalian Toshiba is responsible for TV production. 30% parts come from ChinaDalian Toshiba and its 4 subsidiaries in Dalian, Beijing, Shanghai and Guangzhou are responsible for marketing and salesDalian Toshiba primarily uses

48、sales forces in its four subsidiaries to sell TV products directly to retailers. It also uses distributors in certain regions such as Chongqing.Toshiba (China) helped set up the after-sales service network, and Dalian Toshiba is running the network and responsible for PNL.Digital mediaDigital MediaN

49、etwork Co.Dalian Toshiba TV Co.TOSHIBA CHINA TV BUSINESS HAS A PRODUCT LINE ORIENTED VALUE DELIVERY SYSTEM26DALIAN TOSHIBAS TV DISTRIBUTION CHANNELSource: McKinsey Literature Search, external interviews, McKinsey analysisDalian Toshiba TV Co.Manufacturing PlantDalian SubsidiaryBeijing SubsidiaryShan

50、ghai SubsidiaryGuangzhou SubsidiaryDistributorsRetailers:Hyper/super-market: 10%Designated Stores: 25%Dept. Stores: 30%Specialty Stores: 35%Consumers Subsidiary Sales Force70%30%27TOSHIBA ADOPTS THE NATIONAL CHIEF-DISTRIBUTOR PRACTICE IN NOTEBOOK BUSNIESS IN CHINA R&DManufacturingMarketing and brand

51、ingSales and distributionAfter-sales serviceToshiba R&DToshiba SHOEM: Renbao, a Taiwanese OEM playerDigital ChinaDigital China (for Toshiba notebook only)ToshibaDigital ChinaCentralize key accounts across different productsCentralize SI for key accounts (banking, tax)Be in charge of channel develop-

52、ment and managementDigital ChinaMajor responsibilityToshiba SH factoryParts inventoryAncillary hotlineToshibaToshiba SHOEMToshibaToshiba SHDealersDigital ChinaSource: interview28TOSHIBA HAS POSITIONED CHINA AS A KEY R&D BASE *The other two R&D centers are in the UK and the US respectivelySource:Lite

53、rature researchThree-layer structure of Toshiba R&DFirst layer focusing on technology trends in the next 3-5 yearsSecond layer focusing on multi-media technology and technology trends in the next 2-3 yearsThird layer focusing on product developmentToshiba R&D in ChinaEstablished R&D department in Be

54、ijing, April 2001Plan to develop it into Toshiba (China) R&D center in October 2001 which will be the third overseas R&D center of ToshibaPlan to have 250 people this year and expand to 500 people in R&D center in 2005R&D29TOSHIBA HAS OUTSOURCED THE MAJOR PART OF NOTEBOOK MANU-FACTURING AND ITS DIST

55、RIBUTOR IS CAPABLE OF CUSTOMIZATION IN CONFIGURATION Source:Literature research, interviewManufacturingParties involvedResponsibilitiesToshiba SHAssembling production to cover total volume sold in ChinaAssembling production for expertOEM (Renbao)Major part of notebook manufacturingDigital ChinaCusto

56、mization for big-batch order according to customers individualized demand for hardware configuration30UNDER STRONG COST PRESSURE, DIGITAL CHINA AND TOSHIBA ARE PUSHING TOWARDS MORE FLATTENED CHANNEL STRUCTURE Source: CCID, interviewChannel StructureChannel Cost Percent of retail priceDigital ChinaCo

57、re distributors ( 50)DirectSpecialty shops (over 100)Industry distributorsEnd usersSecond tier dealers (hundreds)Before 19971997-19981999-2001Future expecta-tion of manu-facturers 10108-105-8Pay sufficient attention to fast-growing customer segments, such as education and home, as well as major segm

58、ents, such as government and businessExpand into 2nd-tier geographies and enhance channelChannel strategy31DIGITAL CHINA IS BUILDING UP AN ADVANCED NATION-WIDE DISTRIBUTION NETWORK TO FURTHER CUT DOWN COST Source:Literature research, interviewDistributionKey initiativeBuild up a nation-wide logistic

59、s systemTotal investmentRMB 65 millionThree-tier structure3 first-tier centers in Beijing, Shanghai and Guangzhou7 second-tier centersThird-tier componentsDetailed practiceProviders deliver to three first-tier centersInventory is distributed among all the three tiers with inventory cycle shortening

60、from first tier to the thirdSCM management is through IT network32ORGANIZATION AND OWNERSHIP1. Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on