IBM全方位的分析和研究课件.ppt

1、SEC China010821BJ-IBMCONFIDENTIALPC Competitor Analysis:IBMSAMSUNG ELECTRONICS CHINA(SEC China)Aug,2001SEC China010821BJ-IBM1OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(chan

2、nel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysisSEC China010821BJ-IBM

3、2BACKGROUND INFORMATION 1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership

4、 structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricingSEC China010821BJ-IBM3IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA LocationBeijing Managing directorZhou WeikunStarting year1984(representative office)1992(IB

5、M China Co.Ltd.)Number of employeesOver 3000Key milestones Set up IBM Customer Association in 1984 Opened Beijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,Chongqing offices Established customer service network covering dozens of China major cities Set up China purchasing center*in ShenzhenBa

6、ckground information *IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998Source:Literature researchSEC China010821BJ-IBM4BACKGROUND INFORMATION 4.Value chain strategy5.Organization and ownership6.Financial performanceFocus on Marketing,advertising and promotion Distribution(c

7、hannel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysisSEC China010821BJ-

8、IBM5GLOBALLY,IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS MissionTo lead in the creation,development and manufacturing of the industrys most advanced information technologies,including computer systems,software,networking systems,storage devices and microelectronicsTo transl

9、ate these advanced technologies into value for our customers through our professional solutions and services businesses worldwideVision To be no.1 player globally in information products,solution provider and service provider*IBMs PC business showed/surprising strength in revenue growth and profitab

10、ility in the September quarter last yearSource:Literature research 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 standalone product Gradually exist

11、*PC business in the next seven years globally by selling it to Dell with Dells promise to purchase IBMs components in return 2001 target Increase revenue by 20%*IBMs PC business showed surprising strength in revenue growth and profitability in the September quarter last year,which would lessen the u

12、rgency to exit this business in the near termSource:Literature researchSEC China010821BJ-IBM6Source:IDCDesktop PC market sharePercent of units shipment(m)22.129.862.951.69.66.13.85.05.14.0OthersIBMGreat Wall FounderLegend 100%=4.56.621.515.228.921.817.117.517.123.26.78.87.54.36.44.0Growth rate perce

13、nt44.820.313.987.6125.494.799009900Growth rate percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounder Dell Acer Legend IBMToshiba Notebook market sharePercent of units shipment(m)IBMs market shareIBM KEPT ITS MARKET POSITION IN NOTEBOOK,BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WIT

14、H TOTAL MARKET GROWTH SEC China010821BJ-IBM7PRODUCT/MARKET 4.Value chain strategy5.Organization and ownership 6.Financial performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMiss

15、ionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysisSEC China010821BJ-IBM8IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFE

16、RING Key product offeringsSource:Literature research Product categoryProduct categoryDesktop PCNotebookNetVista commercial PC NetVista A40 NetVista A10 NetVista A20-6269BSC NetVista A20-634587C/634586CNetVista Multi-media PC NetVista X40i NetVista A60i NetVista A40i NetVista A20i-21949DC/219415C Net

17、Vista A20i-219755C/21978DC NetVista A10iThinkPad A seriesThinkPad T seriesThinkPad X seriesThinkPad i seriesSource:literature researchSEC China010821BJ-IBM9IBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES,BUT WEAK IN HOME AND EDUCATION,THE TYPICAL LOCAL PLAYERS TERRITORIESSource:IDCSales by custome

18、r segmentsPercent of units shipment(000s),200015.735.44.88.715.317.722.714.923.814.710.96.74.34.2Small office Home 100%=IBMMarket average2646,564Small businessEducation Medium business Government Large business36.931.423.523.612.322.218.110.9Small office Home 100%=IBM Market average83484Education Go

19、vernment Large businessSmall businessMedium business Desktop PC market Notebook market 2.3 2.9 3.9 3.5 3.7 4.8 SEC China010821BJ-IBM1019.019.57.28.49.96.921.566.225.621.5IBM IS A DOMINANT HIGH-END PLAYER,GRASPING OVER 20%MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50%OF PRIMIUM NOTEBOOK MARKETSourc

20、e:IDC,interviewOthers DellCompaqGreat WallIBMHPFounderLegend 2.82.82.75.32.1Low(0-1k)Medium(1-1.5k)High(1.5k)100%=1.8Desktop PC market,199943.618.43.72.60.448.822.712.110.411.156.513.324.516.110.417.924.212.213.57.19.23.89.813.96.626.620.2Others DellIBMFounderLegend 0.9Low(0-2k)Medium(2-2.5k)High(2.

21、5-3.5k)100%=Notebook market,20000.110.120.170.73.51.40.1AcerToshiba0.08Premium(3.5K)Price brand USD15.101.51.52.25.7IBMs market shareSales by customer segmentsPercent of units shipment(M)SEC China010821BJ-IBM11VALUE CHAIN STRATEGY 4.Value chain strategy5.Organization and ownership 6.Financial perfor

22、manceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManagementte

23、amStarting yearNumber of employeesEra analysisSEC China010821BJ-IBM12IBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL R&DGlobal research bases 8 global research bases Total staff around 4,000*Under construction Source:Literature research,interview China R&D baseEstablished in 1995(IBM is one of t

24、he first MNCs that set up R&D center in China)Staffed over 100 people to research center and over 200 people to development center Research focuses are China specific technology such as language recognition,hand-writing input and computerized translation technology application in China-specific envi

25、ronment and industry solution;development focus is currently application software R&D U.S.(3)Japan(1)Switzland(1)China(1)Isreal(1)India*(1)*under constructionSource:IDC,interviewSEC China010821BJ-IBM13IBM WILL NOT FURTHER INVEST IN BUILDING UP PC MANUFACTURING JVS IN CHINA Manufacturing Manufacturin

26、g base Great Wall IT products Shenzhen Co.,Ltd.(IBMs sole PC production base in China)OEM efforts OEM mostly to Taiwanese players,such as AcerStrategy No future investment to setup more PC manufacturing JVs in china Emphasis on OEM approach Source:Literature research,interview Source:literature rese

27、arch,interviewSEC China010821BJ-IBM14IBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE Sales and distributionGuiding principles Change program Push for flattened channel structure Expand to second/third tier geographic areas Increase sales reve

28、nue by 20%in 2001“Blue star plan”Source:Literature research,interview Distribution channel City coverage Target 3,000 4,000 dealersDirect and strong channel management and control by IBM Current Over 2,000 dealersNo direct channel management by IBMOver 30 cities Over 200 cities Source:literature res

29、earch,interviewSEC China010821BJ-IBM15IBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE PROVISION Total solution and service Target To be No.1 globally as a total solution provider and service provider Initiatives“Blue V project”Started global implementation in March,2001 Targets at NetGens,c

30、ompanies that conduct business mainly on the Internet platformProvides customers hardware,software,consulting,training,sales and marketing,financing,out-sourcing,and potential partnership opportunities“Hardware+Software+Service”Source:Literature research,interview Competition in the next three years

31、 is based on the strengths in hardware and software.In the 5 years time,service will be another key success factor Zhou Weikun,Managing Director,IBM China Source:literature research,interviewSEC China010821BJ-IBM16ORGANIZATION AND OWNERSHIP4.Value chain strategy5.Organization and ownership6.Financia

32、l performanceFocus on Marketing,advertising and promotion Distribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1.Background informationLocationManag

33、ementteamStarting yearNumber of employeesEra analysisSEC China010821BJ-IBM17IBM FOLLOWS CHINA HEADQUARTER HOLDING P&L RESPONSIBILITY AND CUSTOMER-ORIENTATION PRACTICE Source:Interview,Virtual Team practice by facilitates/coordination?Key takeawaysIBM China headquarter holds the P&L responsibility of

34、 all the business groups.The only exception is China Research center that reports directly to R&D global centerIBM embodies customer-orientation in organization structure.T and telecom are to provide total solution to target customers“Virtual team”practice facilitates coordination among different bu

35、siness groups serving same customersOrganizationIBM China Co.,ltdSMB.comTelecom IGSSoftware group PCTechno-logy groupServer Research centerSource:literature research,interviewDesktop PCNote-bookSEC China010821BJ-IBM18IBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV IN CHINA Ownership structure Grea

36、t Wall Computer GroupIBMGreat Wall IT Products Shenzhen Co.,Ltd.30%70%Source:Literature researchSource:literature research,interviewSEC China010821BJ-IBM19FINANCIAL PERFORMANCE 4.Value chain strategy5.Organization and ownership 6.Financial performanceFocus on Marketing,advertising and promotion Dist

37、ribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offerings1.Background informationLocationManagementteamStarting yearNumber of employeesEra analysisSEC China010821BJ-IBM20IBMS N

38、OTEBOOK BUSINESS HAS BEEN GROWING VERY FAST,BUT DESKTOP PC HAS BEEN VERY STAGNANT FOR THE PAST THREE YEARS Sales(RMB billions)Notebook Revenue19992000199898-00 CAGRPercent Source:IDCDesktop PC Revenue19992000199898-00 CAGRPercent 2.12.62.72.769.00.81.22.4SEC China010821BJ-IBM21IBM HAS BEEN GROWING IN REVENUE AND IMPROVING IN NET MARGINSource:Analyst reportProfitability PercentNet marginGrowth ratePercent Gross margin 1999200019992000Financial performance87.588.00.6RevenueUSD billions893736Growth ratePercent-2.71999200012.5Source:annual report