麦肯锡-帮三星对haier的分析.PPT

White Goods Competitor Assessment – Haier Samsung Electronics China (SEC China) CONTENTS CONTENTS BACKGROUND INFORMATION HAIERs DEVELOPMENT WENT THROUGH THREE STAGES HAIERs BRAND BECAME TREMENDOUS INTANGIBLE ASSET HAIER OFFERS BROAD RANGE OF PRODUCTS HAIER HAS SUCCESSFULLY EXPANDED INTO GLOBAL MARKET CONTENTS HAIERs STRATEGIC FOCUS IN 2001 CONTENTS HAIERSs KEY WHITE GOODS OFFERING HAIER WHITE GOODS MARKET SHARE, 2000 HAIER IS A LEADING PLAYER IN MOST OF WHITE GOODS MARKETS HAIER HAS DEMONSTRATED STRENGTH IN MOST GEOGRAPHIC REGIONS HAIER’S PRODUCTS COVER ALMOST ALL PRICE SEGMENTS HAIER’S PRODUCTS COVER BROAD RANGE OF TYPES CONTENTS APART FROM STRONG BRAND, HAIER’S KEY STRENGTHS LIE IN STRONG ATTENTION TO RD, SUCCESSFUL SUPPLY CHAIN AND LOGISTICS MANAGEMENT, WIDE DISTRIBUTION NETWORKS AND QUALITY AFTER-SALES SERVICES HAIER LOGISTICS HAS GAINED RICH EXPERIENCE IN SOPHISTICATED SUPPLY CHAIN MANAGEMENT HAIER’s DISTRIBUTION CENTER HAS A LARGE GEOGRAPHY COVERAGE IN CHINA HAIER HAS A DISTINCTIVE DISTRIBUTION APPROACH WHICH IS HEAVILY FOCUSING ON DIRECT RETAIL SALES FOR BASE AND HUB CITIES CONTENTS HAIER’S ORGANIZATION STRUCTURE CONTENTS HISTORICAL REVENUE CAGR=57% Apart from strong brand, Haiers key strengths lie in strong attention to RD Haier adopt direct sales method to know market demand and strengthen channel control by skipping wholesale channel Samsung010620BJ-Haier Unit of measure * Footnote Source: Source Samsung010620BJ-Haier CONFIDENTIAL Document Date This 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 McKinsey Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discussion. August, 2001 CONFIDENTIAL This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the c