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CONFIDENTIALPCCompetitorAnalysis:IBMSAMSUNGELECTRONICSCHINA(SECChina)Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotapleterecordofthediscussion.Aug,2001SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第1頁(yè)!OVERVIEWOFCOMPETITORANALYSISFRAMEWORK4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis1SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第2頁(yè)!BACKGROUNDINFORMATION1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing2SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第3頁(yè)!BACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis3SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第4頁(yè)!
Source: IDCDesktopPCmarketsharePercentofunitsshipment(m)OthersIBMGreatWallFounderLegend100%=4.56.6Growthrate
percent44.820.313.987.6125.494.799009900Growthrate
percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketsharePercentofunitsshipment(m)IBM’smarketshareIBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTH4SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第5頁(yè)!IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERINGKeyproductofferingsSource: LiteratureresearchProductcategoryProductcategoryDesktopPCNotebookNetVistamercialPCNetVistaA40NetVistaA10NetVistaA20-6269BSCNetVistaA20-634587C/634586CNetVistaMulti-mediaPCNetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i-21949DC/219415CNetVistaA20i-219755C/21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries
Source: literatureresearch5SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第6頁(yè)!IBMISADOMINANTHIGH-ENDPLAYER,GRASPINGOVER20%MARKETSHAREOFHIGH-ENDDESKTOPPCANDOVER50%OFPRIMIUMNOTEBOOKMARKETSource: IDC,interviewOthersDellCompaqGreatWallIBMHPFounderLegend5.32.1Low
(0-1k)Medium(1-1.5k)High
(>1.5k)100%=1.8DesktopPCmarket,199943.60.4OthersDellIBMFounderLegend0.9Low
(0-2k)Medium(2-2.5k)High
(2.5-3.5k)100%=Notebookmarket,20000.1AcerToshiba0.08Premium(>3.5K)Pricebrand
USD2.25.7IBM’smarketshareSalesbycustomersegmentsPercentofunitsshipment(M)6SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第7頁(yè)!IBMHASSETCHINAASONEOFKEYBASESINITSGLOBALR&DGlobalresearchbases8globalresearchbasesTotalstaffaround4,000 * UnderconstructionSource: Literatureresearch,interviewChinaR&DbaseEstablishedin1995(IBMisoneofthefirstMNCsthatsetupR&DcenterinChina)Staffedover100peopletoresearchcenterandover200peopletodevelopmentcenterResearchfocusesareChinaspecifictechnologysuchaslanguagerecognition,hand-writinginputandputerizedtranslationtechnologyapplicationinChina-specificenvironmentandindustrysolution;developmentfocusiscurrentlyapplicationsoftwareR&DU.S.(3)Japan(1)Switzland(1)China(1)Isreal(1)India*(1) *underconstructionSource: IDC,interview7SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第8頁(yè)!IBMISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGESalesanddistributionGuidingprinciplesChangeprogramPushforflattenedchannelstructureExpandtosecond/thirdtiergeographicareasIncreasesalesrevenueby20%in2001“Bluestarplan”Source: Literatureresearch,interviewDistributionchannelCitycoverageTarget3,000–4,000dealersDirectandstrongchannelmanagementandcontrol
byIBMCurrentOver2,000dealersNodirectchannelmanagementbyIBMOver30citiesOver200citiesSource: literatureresearch,interview8SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第9頁(yè)!ORGANIZATIONANDOWNERSHIP4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis9SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第10頁(yè)!IBMHOLDSTHEMAJORITYOFITSPCMANUFACTURINGJVINCHINAOwnershipstructureGreatWallComputerGroupIBMGreatWallITProductsShenzhenCo.,Ltd.30%70%Source: LiteratureresearchSource: literatureresearch,interview10SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第11頁(yè)!IBM’SNOTEBOOKBUSINESSHASBEENGROWINGVERYFAST,BUTDESKTOPPCHASBEENVERYSTAGNANTFORTHEPASTTHREEYEARSSales(RMBbillions)NotebookRevenue19992000199898-00CAGRPercentSource: IDCDesktopPCRevenue19992000199898-00CAGRPercent2.769.011SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第12頁(yè)!IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINALocationBeijingManaging
directorZhouWeikunStartingyear1984(representativeoffice)1992(IBMChinaCo.Ltd.)Numberof
employeesOver3000Key
milestonesSetupIBMCustomerAssociationin1984OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,ChongqingofficesEstablishedcustomerservicenetworkcoveringdozensofChinamajorcitiesSetupChinapurchasingcenter*inShenzhenBackgroundinformation *IBM’spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998 Source: Literatureresearch12SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第13頁(yè)!GLOBALLY,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARSMissionToleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronicsTotranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwideVisionTobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider * IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource: LiteratureresearchStrategyShiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategyDefineE-commerceasfocusofIBMbusinessinChinaPositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproductGraduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell'spromisetopurchaseIBM'scomponentsinreturn2001targetIncreaserevenueby20% *IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessinthenearterm Source: Literatureresearch13SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第14頁(yè)!PRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis14SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第15頁(yè)!IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIES
Source: IDCSalesbycustomersegmentsPercentofunitsshipment(000s),2000SmallofficeHome100%=IBMMarket
average2646,564SmallbusinessEducationMediumbusinessGovernmentLargebusinessSmallofficeHome100%=IBMMarket
average83484EducationGovernmentLargebusinessSmallbusinessMediumbusinessDesktopPCmarketNotebookmarket15SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第16頁(yè)!VALUECHAINSTRATEGY4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis16SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第17頁(yè)!IBMWILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINAManufacturingManufacturing
baseGreatWallITproductsShenzhenCo.,Ltd.(IBM'ssolePCproductionbaseinChina)OEMeffortsOEMmostlytoTaiwaneseplayers,suchasAcerStrategyNofutureinvestmenttosetupmorePCmanufacturingJVsinchinaEmphasisonOEMapproachSource: Literatureresearch,interviewSource: literatureresearch,interview17SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第18頁(yè)!IBMEMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISIONTotalsolutionandserviceTargetTobeNo.1globallyasatotalsolutionproviderandserviceproviderInitiatives“BlueVproject”StartedglobalimplementationinMarch,2001TargetsatNetGens,paniesthatconductbusinessmainlyontheInternetplatformProvidescustomershardware,software,consulting,training,salesandmarketing,financing,out-sourcing,andpotentialpartnershipopportunities“Hardware+Software+Service”Source: Literatureresearch,interview"Competitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware.Inthe5years’time,servicewillbeanotherkeysuccessfactor"–ZhouWeikun,ManagingDirector,IBMChina
Source: literatureresearch,interview18SECChina010821BJ-IBM麥肯錫為三星中國(guó)做的項(xiàng)目《標(biāo)桿企業(yè)研究》共22頁(yè)，您現(xiàn)在瀏覽的是第19頁(yè)!IBMFOLLOWSCHINAHEADQUARTERHOLDINGP&LRESPONSIBILITYANDCUSTOMER-ORIENTATIONPRACTICE
Source: Interview,"VirtualTeam"practicebyfacilitates/coordination???KeytakeawaysIBMChinaheadquarterholdstheP&Lresponsibilityofallthebusinessgroups.TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR&DglobalcenterIBMembo
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