麦肯锡为IBM做的项目：《标杆企业研究》(英文-21页)PPT课件

CONFIDENTIALPCCompetitorAnalysis:IBMOVERVIEWOFCOMPETITORANALYSISFRAMEWORK4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysisBACKGROUNDINFORMATION1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricingIBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINALocationBeijingManagingdirectorZhouWeikunStartingyear1984(representativeoffice)1992(IBMChinaCo.Ltd.)NumberofemployeesOver3000KeymilestonesSetupIBMCustomerAssociationin1984OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,ChongqingofficesEstablishedcustomerservicenetworkcoveringdozensofChinamajorcitiesSetupChinapurchasingcenter*inShenzhenBackgroundinformation*IBM’spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998Source:LiteratureresearchBACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysisGLOBALLY,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARSMissionToleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronicsTotranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwideVisionTobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider*IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource:LiteratureresearchStrategyShiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategyDefineE-commerceasfocusofIBMbusinessinChinaPositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproductGraduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell'spromisetopurchaseIBM'scomponentsinreturn2001targetIncreaserevenueby20%*IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessintheneartermSource:LiteratureresearchSource:IDCDesktopPCmarketsharePercentofunitsshipment(m)OthersIBMGreatWallFounderLegend100%=4.56.6Growthratepercent44.820.313.987.6125.494.799009900Growthratepercent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketsharePercentofunitsshipment(m)IBM’smarketshareIBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTHPRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysisIBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERINGKeyproductofferingsSource:LiteratureresearchProductcategoryProductcategoryDesktopPCNotebookNetVistacommercialPCNetVistaA40NetVistaA10NetVistaA20-6269BSCNetVistaA20-634587C/634586CNetVistaMulti-mediaPCNetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i-21949DC/219415CNetVistaA20i-219755C/21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseriesSource:literatureresearchIBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIESSource:IDCSalesbycustomersegmentsPercentofunitsshipment(000s),2000SmallofficeHome100%=IBMMarketaverage2646,564SmallbusinessEducationMediumbusinessGovernmentLargebusinessSmallofficeHome100%=IBMMarketaverage83484EducationGovernmentLargebusinessSmallbusinessMediumbusinessDesktopPCmarketNotebookmarket2.32.93.93.53.74.8IBMISADOMINANTHIGH-ENDPLAYER,GRASPINGOVER20%MARKETSHAREOFHIGH-ENDDESKTOPPCANDOVER50%OFPRIMIUMNOTEBOOKMARKETSource:IDC,interviewOthersDellCompaqGreatWallIBMHPFounderLegend2.82.82.75.32.1Low(0-1k)Medium(1-1.5k)High(>1.5k)100%=1.8DesktopPCmarket,199943.618.43.72.60.4OthersDellIBMFounderLegend0.9Low(0-2k)Medium(2-2.5k)High(2.5-3.5k)100%=Notebookmarket,20000.110.120.170.73.51.40.1AcerToshiba0.08Premium(>3.5K)PricebrandUSD15.101.51.52.25.7IBM’smarketshareSalesbycustomersegmentsPercentofunitsshipment(M)VALUECHAINSTRATEGY4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysisIBMHASSETCHINAASONEOFKEYBASESINITSGLOBALR&DGlobalresearchbases8globalresearchbasesTotalstaffaround4,000*UnderconstructionSource:Literatureresearch,interviewChinaR&DbaseEstablishedin1995(IBMisoneofthefirstMNCsthatsetupR&DcenterinChina)Staffedover100peopletoresearchcenterandover200peopletodevelopmentcenterResearchfocusesareChinaspecifictechnologysuchaslanguagerecognition,hand-writinginputandcomputerizedtranslationtechnologyapplicationinChina-specificenvironmentandindustrysolution;developmentfocusiscurrentlyapplicationsoftwareR&DU.S.(3)Japan(1)Switzland(1)China(1)Isreal(1)India*(1)*underconstructionSource:IDC,interviewIBMWILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINAManufacturingManufacturingbaseGreatWallITproductsShenzhenCo.,Ltd.(IBM'ssolePCproductionbaseinChina)OEMeffortsOEMmostlytoTaiwaneseplayers,suchasAcerStrategyNofutureinvestmenttosetupmorePCmanufacturingJVsinchinaEmphasisonOEMapproachSource:Literatureresearch,interviewSource:literatureresearch,interviewIBMISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGESalesanddistributionGuidingprinciplesChangeprogramPushforflattenedchannelstructureExpandtosecond/thirdtiergeographicareasIncreasesalesrevenueby20%in2001“Bluestarplan”Source:Literatureresearch,interviewDistributionchannelCitycoverageTarget3,000–4,000dealersDirectandstrongchannelmanagementandcontrolbyIBMCurrentOver2,000dealersNodirectchannelmanagementbyIBMOver30citiesOver200citiesSource:literatureresearch,interviewIBMEMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISIONTotalsolutionandserviceTargetTobeNo.1globallyasatotalsolutionproviderandserviceproviderInitiatives“BlueVproject”StartedglobalimplementationinMarch,2001TargetsatNetGens,companiesthatconductbusinessmainlyontheInternetplatformProvidescustomershardware,software,consulting,training,salesandmarketing,financing,out-sourcing,andpotentialpartnershipopportunities“Hardware+Software+Service”Source:Literatureresearch,interview"Competitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware.Inthe5years’time,servicewillbeanotherkeysuccessfactor"–ZhouWeikun,ManagingDirector,IBMChinaSource:literatureresearch,interviewORGANIZATIONANDOWNERSHIP4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysisIBMFOLLOWSCHINAHEADQUARTERHOLDINGP&LRESPONSIBILITYANDCUSTOMER-ORIENTATIONPRACTICESource:Interview,"VirtualTeam"practicebyfacilitates/coordination???KeytakeawaysIBMChinaheadquarterholdstheP&Lresponsibilityofallthebusinessgroups.TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR&DglobalcenterIBMembodiescustomer-orientationinorganizationstructure.The.comandtelecomaretoprovidetotalsolutiontotargetcustomers“Virtualteam”practicefacilitatescoordinationamongdifferentbusinessgroupsservingsamecustomersOrganizationIBMChinaCo.,ltdSMB.comTelecomIGSSoftwaregroupPCTechno-logygroupServerResearchcenterSource:literatureresearch,interviewDesktopPCNote-bookIBMHOLDSTHEMAJORITYOFITSPCMANUFACTURINGJVINCHINAOwnershipstructureGreatWallComputerGroupIBMGreatWallITProductsShenzhenCo.,Ltd.30%70%Source:LiteratureresearchSource:literatureresearch,interviewFINANCIALPERFORMANCE4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferings1.BackgroundinformationLocationManagementteamStartingyearNumberofemployeesEraanalysisIBM’SNOTEBOOKBUSINESSHASBEENGROWINGVERYFAST,BUTDESKTOPPCHASBEENVERYSTAGNANTFORTHEPASTTHREEYEARSSales(RMBbillions)NotebookRevenue19992000199898-00CAGRPercentSource:IDCDesktopPCRevenue19992000199898-00CAGRPercent2.12.62.72.769.00.81.22.4IBMHASBEENGROWINGINREVENUEANDIMPROVINGINNETMARGINSource:AnalystreportProfitabilityPercentNetmarginGrowthratePercentGrossmargin1999200019992000Financialperformance87.588.00.6RevenueUSDbillions893736GrowthratePercent-2.71999200012.5Source:annualreport