IBM计算机技术全方位的分析和研究.pptx

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1、CONFIDENTIALPC Competitor Analysis: IBMSAMSUNG ELECTRONICS CHINA (SEC China)SEC China010821BJ-IBMOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus onMarketing, advertising and promotionDistribution (channel and sales force)Org

2、anization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis1SEC China010821BJ-IBMBACKGROUND INFORMAT

3、ION 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 structureSale

4、s Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing2SEC China010821BJ-IBMIBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA LocationBeijing Managing directorZhou WeikunStarting year1984 (representative office)1992 (IBM China Co

5、. 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 ShenzhenBac

6、kground information * IBMs purchase in china has increased from 30M USD in 1993 to 1B USD in 1998Source: Literature research3SEC China010821BJ-IBMBACKGROUND INFORMATION 4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribut

7、ion (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis4SEC Chin

8、a010821BJ-IBMGLOBALLY, 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 microelect

9、ronicsTo translate 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

10、growth and profitability 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 p

11、roduct Gradually exist* 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

12、, which would lessen the urgency to exit this business in the near termSource: Literature research5SEC China010821BJ-IBMSource: IDCDesktop PC market sharePercent of units shipment (m)22.129.862.951.69.66.13.85.05.14.0OthersIBMGreat Wall FounderLegend 100%=4.56.621.515.228.921.817.117.517.123.26.78.8

13、7.54.36.44.0Growth rate percent44.820.313.987.6125.494.799009900Growth 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

14、BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH 6SEC China010821BJ-IBMPRODUCT/MARKET 4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Pr

15、ofit 2. Strategy 3. Product /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis7SEC China010821BJ-IBMIBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND S

16、ERVICE PROVIDER STRATEGY IN PRODUCT OFFERING 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 NetVis

17、ta A40i NetVista A20i-21949DC/219415C NetVista A20i-219755C/21978DC NetVista A10iThinkPad A seriesThinkPad T seriesThinkPad X seriesThinkPad i seriesSource: literature research8SEC China010821BJ-IBMIBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES, BUT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL P

18、LAYERS TERRITORIESSource: IDCSales by customer 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 offic

19、e Home 100%=IBM Market average83484Education Government Large businessSmall businessMedium business Desktop PC market Notebook market 2.3 2.9 3.9 3.5 3.7 4.8 9SEC China010821BJ-IBM19.019.57.28.49.96.921.566.225.621.5IBM IS A DOMINANT HIGH-END PLAYER, GRASPING OVER 20% MARKET SHARE OF HIGH-END DESKTO

20、P PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKETSource: IDC, interviewOthers DellCompaqGreat WallIBMHPFounderLegend 2.82.82.75.32.1Low(0-1k)Medium (1-1.5k)High (1.5k)100% = 1.8Desktop PC market, 199943.618.43.72.60.448.822.712.110.411.156.513.324.516.110.417.924.212.213.57.19.23.89.813.96.626.620.2Other

21、s DellIBMFounderLegend 0.9Low(0-2k)Medium (2-2.5k)High (2.5-3.5k)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)10SEC China010821BJ-IBMVALUE CHAIN STRATEGY 4. Val

22、ue 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/market MissionVisionCorporate strategyMarket positionKey product off

23、eringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis11SEC China010821BJ-IBMIBM 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: Litera

24、ture research, interview China R&D baseEstablished in 1995 (IBM is one of the 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 inpu

25、t and computerized translation technology application in China-specific environment 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, interview12SEC China010821BJ-IBMIBM WIL

26、L NOT FURTHER INVEST IN BUILDING UP PC MANUFACTURING JVS IN CHINA Manufacturing Manufacturing 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 J

27、Vs in china Emphasis on OEM approach Source: Literature research, interview Source: literature research, interview13SEC China010821BJ-IBMIBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE Sales and distributionGuiding principles Change program P

28、ush for flattened channel structure Expand to second/third tier geographic areas Increase sales revenue 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 Ov

29、er 2,000 dealersNo direct channel management by IBMOver 30 cities Over 200 cities Source: literature research, interview14SEC China010821BJ-IBMIBM 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 se

30、rvice provider Initiatives “Blue V project”Started global implementation in March, 2001 Targets at NetGens, companies that conduct business mainly on the Internet platformProvides customers hardware, software, consulting, training, sales and marketing, financing, out-sourcing, and potential partners

31、hip opportunities “Hardware + Software + Service”Source: Literature research, interview Competition in the next three years 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

32、 research, interview15SEC China010821BJ-IBMORGANIZATION AND OWNERSHIP4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structureOwnership structureSales Profit 2. Strategy 3. Pr

33、oduct /marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersPricing1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis16SEC China010821BJ-IBMIBM FOLLOWS CHINA HEADQUARTER HOLDING P&L RESPONSIBILITY AND CUSTOMER-ORIENTATION PRAC

34、TICE Source: Interview, Virtual Team practice by facilitates/coordination ?Key takeawaysIBM China headquarter holds the P&L responsibility of all the business groups. The only exception is China Research center that reports directly to R&D global centerIBM embodies customer-orientation in organizati

35、on structure. The .com and telecom are to provide total solution to target customers“Virtual team” practice facilitates coordination among different business groups serving same customersOrganizationIBM China Co., ltdSMB .comTelecom IGSSoftware group PCTechno-logy groupServer Research centerSource:

36、literature research, interviewDesktop PCNote-book17SEC China010821BJ-IBMIBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV IN CHINA Ownership structure Great Wall Computer GroupIBMGreat Wall IT Products Shenzhen Co., Ltd.30%70%Source: Literature researchSource: literature research, interview18SEC Chi

37、na010821BJ-IBMFINANCIAL PERFORMANCE 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/marketMissionVisionCorpora

38、te strategyMarket positionKey product offerings1. Background informationLocationManagementteamStarting yearNumber of employeesEra analysis19SEC China010821BJ-IBMIBMS NOTEBOOK BUSINESS HAS BEEN GROWING VERY FAST, BUT DESKTOP PC HAS BEEN VERY STAGNANT FOR THE PAST THREE YEARS Sales (RMB billions)Noteb

39、ook Revenue19992000199898-00 CAGRPercent Source: IDCDesktop PC Revenue19992000199898-00 CAGRPercent 2.12.62.72.769.00.81.22.420SEC China010821BJ-IBMIBM 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 report21SEC China010821BJ-IBM