麦肯锡三星战略6-TOSHIBA.ppt
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1、CONFIDENTIALBrown Goods and PC Competitor Analysis:ToshibaSAMSUNG ELECTRONICS CHINA(SEC China)August 20,2001This report is solely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from
2、McKinsey&Company.This material was used by McKinsey&Company during an oral presentation;it is not a complete record of the discussion.SEC China010821BJ-ToshibaOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber o
3、f 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 strategyKey product
4、 offeringsMarket position1SEC China010821BJ-ToshibaBACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising a
5、nd promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyKey product offeringsMarket position2SEC China010821BJ-ToshibaSource:Toshiba website,Lit searchBACKGROUND INFORMATION TOSHIBAEstablished:1
6、875 by Hisashige TanakaPresident&CEO:Tadashi OkamuraTotal Assets:US$51,578 millionShareholders Equity:US$10,054 millionNumber of employees:190,000 worldwide(As of September 30,2000)Domestic Plants,Branches OfficesAnd Other Facilities:Production facilities:25Branch offices:35Sales offices:23Overseas
7、Plants,Branches Officesand Other Facilities:Offices:10Manufacturing companies:42Subsidiaries&affiliates:723SEC China010821BJ-ToshibaSource:Company website,Lit searchBACKGROUND INFORMATION DALIAN TOSHIBA TELEVISION,LTDLocation:Dalian,Liaoning ProvinceStarting year:1996Registered Capital:US$30 million
8、Unit Sold:color TV 1 million sets,50%export(Year 2000)Joint Venture PartnersTypeForeign Juristic Persons SharesForeign Juristic Persons SharesToshibaToshiba(China)Co.Dalian Daxian(Group)Co.,Ltd.Number of employees:2,000Products:21 34 color TV(CRT,Projection,Flat)Domestic Juristic Persons Shares4SEC
9、China010821BJ-ToshibaSource:Company Report,Lit searchTOSHIBAS CORPORATE MANAGEMENT TEAMPresident&CEOTadashi OkamuraCorporate projectCorporate staffCorporate support services iValue Creation Company CEO:Tsutomu Kawada e-Solutions Company CEO:Hiroo Okuhara Social Infrastructure Systems Company CEO:Tsu
10、yoshi Kimura Digital Media Network Company CEO:Atsutoshi Nishida Mobile Communications Company CEO:Tetsuya Mizoguchi Power Systems&Services Company CEO:Toshiyuki Oshima Semiconductor Company CEO:Takeshi Nakagawa Display Devices&Components Company CEO:Eisaburo Hamano Medical Systems Company CEO:Masam
11、ichi Katsurada Home Appliances Company CEO:Makoto Nakagawa5SEC China010821BJ-ToshibaSource:Company website,Literature SearchHISTORY OF TOSHIBA6SEC China010821BJ-ToshibaSource:Literature Search;McKinsey AnalysisTOSHIBAS DEVELOPMENT WENT THROUGH THREE STAGESOrganization structureCorporate strategyProd
12、uct 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 Edison of Japan.Main products included transformers,electric motors,light bulbs,rad
13、io 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 continued to be innovative in the early years,producing many firsts in the industry.Howe
14、ver,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 shifted direction by investing heavily in IT segment.The organization became increasingly global,e
15、mploying 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 intensively focusing on IT-related business(i.e.telecom and internet),meanwhile,leveraging its legacy business
16、es to generate stable incomeBusiness Building Becoming Industry LeaderMeeting worldwide competition7SEC China010821BJ-ToshibaSource:Literature Search;McKinsey AnalysisDEVELOPMENT OF DALIAN TOSHIBAS TV BUSINESS IN CHINAKey initiativeKey results1996-1997Founded as a joint venture in 1996,construction
17、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 PJTV segment,and competed on technology,service and management rather than price.Str
18、engthened 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 expand capacity from one million units to 1.5 million unitsexported 800,000 units to Japan.Bus
19、iness Building Establishing Leadership in PJTV MarketBecoming Toshibas Key Global TV Production Base8SEC China010821BJ-ToshibaTOSHIBA WILL FURTHER INVEST IN IT INDUSTRY IN CHINABackground informationSource:Literature research,interviewTo support Chinas 10th 5-year plan,we will enlarge our investment
20、 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,China and the rest of Asia.China is the only region made up of one single co
21、untryChief representative of Toshiba in ChinaInvested companies in ChinaTotal investmentChief representativeTotal number of employeesImportance of ChinaFuture investment plan23RMB 6 billionPintianxinzheng(pinyin)over 10,000Chief representative of Toshiba in ChinaSource:literature research,interview9
22、SEC China010821BJ-ToshibaTOSHIBA IS THE LEADING PLAYER IN NOTEBOOK MARKET BOTH IN CHINA AND GLOBALLYTimeKey milestones198519901993199419992000Introduced the first notebook in the worldIntroduced STN notebookIntroduced color TFT notebookIntroduced Pentium-empowered notebookRanked number one in China
23、notebook market for 4 yearsRanked number one in world wide notebook market for 7 yearsEra analysis of Toshiba in NotebookSource:literature research,interview10SEC China010821BJ-ToshibaSTRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employ
24、eesEra 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/marketMissionVisionCorporate strategyMarket positionKey p
25、roduct offerings11SEC China010821BJ-ToshibaTOSHIBAS MISSION AND VISIONCorporate mission“We,the Toshiba Group companies,based on our total commitment to people and to the future,are determined to help create a higher quality of life for all people,and to do our part to help ensure that progress conti
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