麦肯锡为劳三星中国做的项目.ppt

PC Competitor Analysis: IBMPC 竞争对手分析:IBM SAMSUNG ELECTRONICS CHINA (SEC China) 中国三星电子(SEC中国) OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK竞争对手分析框架概况 BACKGROUND INFORMATION 背景信息 IBM HAS GRADUALLY EXPANDED ITS PRESENCE IN CHINA  IBM在中国逐步壮大 BACKGROUND INFORMATION GLOBALLY, IBM HAS DECIDED TO EXIT PC BUSINESS GRADUALLY IN THE NEXT SEVEN YEARS 从全球来看,IBM在未来7年内决定逐步退出PC业务 IBM KEPT ITS MARKET POSITION IN NOTEBOOK, BUT ITS DESKTOP PC BUSINESS FAILED TO CATCH UP WITH TOTAL MARKET GROWTH IBM笔记本保持其市场地位,但其台式PC业务未能跟上市场整体增长 PRODUCT/MARKET IBM IS RIGIDLY AND AGGRESSIVELY IMPLEMENTING TOTAL SOLUTION AND SERVICE PROVIDER STRATEGY IN PRODUCT OFFERING IBM狠抓服务商产品提供策略 IBM IS PARTICULARLY STRONG IN GOVERNMENT AND SMES, BUT WEAK IN HOME AND EDUCATION, THE TYPICAL LOCAL PLAYERS’ TERRITORIESIBM在政府与中小企业强势,但在家庭和教育薄弱，是典型的本土主义 IBM IS A DOMINANT HIGH-END PLAYER, GRASPING OVER 20% MARKET SHARE OF HIGH-END DESKTOP PC AND OVER 50% OF PRIMIUM NOTEBOOK MARKETIBM主要是高端玩家,高端台式PC市场占有率超过20%，笔记本市场占有率超过50% VALUE CHAIN STRATEGY IBM HAS SET CHINA AS ONE OF KEY BASES IN ITS GLOBAL RDIBM提出了中国作为全球R D一个重要基地 IBM WILL NOT FURTHER INVEST IN BUILDING UP PC MANUFACTURING JVS IN CHINA IBM不会再投资建设依托于中国制造PC IBM IS PUSHING TOWARD FLATTENED CHANNEL STRUCTURE AND SECOND AND THIRD TIER CITIES IN GEOGRAPHIC COVERAGE IBM在区域范围内推向平直的渠道结构以及第二、第三级城市 IBM EMPHASIZES AND FOCUSES ON TOTAL SOLUTION AND SERVICE PROVISION ORGANIZATION AND OWNERSHIP IBM FOLLOWS CHINA HEADQUARTER HOLDING PL RESPONSIBILITY AND CUSTOMER-ORIENTATION PRACTICE IBM中国总部推行P L职责,以客户为导向的做法 IBM HOLDS THE MAJORITY OF ITS PC MANUFACTURING JV IN CHINA IBM认为大多数的中国PC制造联营 FINANCIAL PERFORMANCE IBM’S NOTEBOOK BUSINESS HAS BEEN GROWING VERY FAST, BUT DESKTOP PC HAS BEEN VERY STAGNANT FOR THE PAST THREE YEARS IBM的笔记本业务已经高速增长,但台式PC一直停滞在过去的三年 IBM HAS BEEN GROWING IN REVENUE AND IMPROVING IN NET MARGINIBM一直在增加收入、提高保证金净额 SEC China010821BJ-IBM Unit of measure * Footnote Source: Source SEC China010821BJ-IBM CONFIDENTIAL Document Date This report is solel