某咨詢?yōu)槿侵袊龅捻椖縊VERVIEWOFCOMPETITORANALYSISFRAMEWORK

競爭對手分析框架概況4.Valuechainstrategy

價值鏈策略

5.Organizationandownership組織和所有權(quán)

6.Financialperformance財務(wù)狀況

Focuson重點

Marketing,

advertisingand

promotion

營銷、廣告及宣傳

Distribution(channel

andsalesforce)分銷(銷售渠道和力度)

Organizationstructure組織機構(gòu)Ownershipstructure所有權(quán)機構(gòu)Sales銷售Profit2.Strategy策略3.Product/market產(chǎn)品/市場

MissionVision展望Corporatestrategy企業(yè)戰(zhàn)略Marketposition市場定位Keyproductofferings主要產(chǎn)品提供Keycustomers主體顧客Pricing價格Backgroundinformation背景信息Location位置Management

teamStartingyear開始年份Numberof

employees員工人數(shù)

Eraanalysis

2BACKGROUNDINFORMATION背景信息1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing3IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINA

IBM在中國逐步壯大Location位置Beijing北京Managing

director

總經(jīng)理

Managing

directorZhouWeikunStartingyear開始年份1984(representativeoffice)代表處1992(IBMChinaCo.Ltd.)IBM中國Numberof

employees員工人數(shù)Over3000超過3000Key

milestones重要里程碑

SetupIBMCustomerAssociationin1984于1984年成立了IBM客戶協(xié)會OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,Chongqingoffices成立北京、上海、深圳、成都、廣州、南京、西安、重慶辦事處EstablishedcustomerservicenetworkcoveringdozensofChinamajorcities建立客戶覆蓋中國幾十個大城市的服務(wù)網(wǎng)絡(luò)SetupChinapurchasingcenter*inShenzhen在中國深圳成立采購中心Backgroundinformation背景信息 *IBM’spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998 Source: Literatureresearch4BACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis5GLOBALLY,IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARS從全球來看,IBM在未來7年內(nèi)決定逐步退出PC業(yè)務(wù)Mission任務(wù)Toleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingcomputersystems,software,networkingsystems,storagedevicesandmicroelectronics領(lǐng)導(dǎo)創(chuàng)建、發(fā)展和制造業(yè)界最先進的信息技術(shù),包括計算機系統(tǒng)、軟件、網(wǎng)絡(luò)系統(tǒng)、存儲裝置與微電子Totranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwide這些先進的技術(shù),將成為我們的顧客價值,通過我們在世界范圍的專業(yè)服務(wù)行業(yè)解決Vision展望Tobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider是否.1供應(yīng)商為選手在全球提供信息產(chǎn)品、解決方案和服務(wù) * IBM'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource: LiteratureresearchStrategy策略Shiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategy把產(chǎn)品為主的戰(zhàn)略發(fā)展為工業(yè)發(fā)展為主的戰(zhàn)略DefineE-commerceasfocusofIBMbusinessinChina確定電子商務(wù)作為IBM在華業(yè)務(wù)重點PositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproduct定位為個人立場EON(網(wǎng)絡(luò)優(yōu)勢)的概念,而不是一個孤立的產(chǎn)品Graduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell‘spromisetopurchaseIBM’scomponentsinreturn在未來7年內(nèi),*PC業(yè)務(wù)通過銷售給戴爾反過來購買IBM德組件2001target2001目標(biāo)Increaserevenueby20%增加20%的財政收入 *IBM’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessinthenearterm Source: Literatureresearch6

Source: IDCDesktopPCmarketshare

臺式PC市場份額Percentofunitsshipment(m)運輸單位%(M)Others其余IBMGreatWallFounderLegend100%=4.56.6Growthrate

增長率percent44.820.313.987.6125.494.799009900Growthrate

增長率percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegendIBMToshibaNotebookmarketshare筆記本市場份額Percentofunitsshipment(m)運輸單位IBM’smarketshareIBM的市場份額IBMKEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTH

IBM筆記本保持其市場地位,但其臺式PC業(yè)務(wù)未能跟上市場整體增長7PRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis8IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERING

IBM狠抓服務(wù)商產(chǎn)品提供策略Keyproductofferings提供的主要產(chǎn)品Source: LiteratureresearchProductcategory產(chǎn)品類別Productcategory產(chǎn)品類別DesktopPC臺式PCNotebook筆記本NetVistacommercialPC

商業(yè)售出PC

NetVistaA40NetVistaA10NetVistaA20-6269BSCNetVistaA20-634587C/634586CNetVistaMulti-mediaPC售出多媒體電腦NetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i-21949DC/219415CNetVistaA20i-219755C/21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries

Source: literatureresearch9IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIES

IBM在政府與中小企業(yè)強勢,但在家庭和教育薄弱，是典型的本土主義

Source: IDCSalesbycustomersegments銷售部門客戶

Percentofunitsshipment(000s),2000運輸單位Smalloffice小型辦公室Home家庭100%=IBMMarket

average市場平均率2646,564Smallbusiness小型商業(yè)Education教育Mediumbusiness

媒體商業(yè)Government政府Largebusiness大型商業(yè)SmallofficeHome100%=IBMMarket

average83484EducationGovernmentLargebusinessSmallbusinessMediumbusinessDesktopPCmarket臺式PC市場Notebookmarket筆記本市場2.32.93.93.53.74.810IBMISADOMINANTHIGH-ENDPLAYER,GRASPINGOVER20%MARKETSHAREOFHIGH-ENDDESKTOPPCANDOVER50%OFPRIMIUMNOTEBOOKMARKETIBM主要是高端玩家,高端臺式PC市場占有率超過20%，筆記本市場占有率超過50%Source: IDC,interviewOthersDellCompaqGreatWallIBMHPFounderLegend2.82.82.75.32.1Low

(0-1k)Medium(1-1.5k)High

(>1.5k)100%=1.8DesktopPCmarket,1999臺式PC市場43.618.43.72.60.4OthersDellIBMFounderLegend0.9Low

(0-2k)Medium(2-2.5k)High

(2.5-3.5k)100%=Notebookmarket,2000筆記本市場0.110.120.170.73.51.40.1AcerToshiba0.08Premium(>3.5K)Pricebrand

USD15.101.51.52.25.7IBM’smarketshareSalesbycustomersegments銷售部門客戶

Percentofunitsshipment(M)運輸單位11VALUECHAINSTRATEGY4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis12IBMHASSETCHINAASONEOFKEYBASESINITSGLOBALR&D

IBM提出了中國作為全球R&D一個重要基地Globalresearchbases全球研究基地8globalresearchbasesTotalstaffaround4,000 * UnderconstructionSource: Literatureresearch,interviewChinaR&Dbase中國R&D基地Establishedin1995(IBMisoneofthefirstMNCsthatsetupR&DcenterinChina)成立于1995年(IBM是最早在中國成立R&D的跨國貿(mào)易公司)Staffedover100peopletoresearchcenterandover200peopletodevelopmentcenter研究中心的工作人員由100多人發(fā)展到200多人ResearchfocusesareChinaspecifictechnologysuchaslanguagerecognition,hand-writinginputandcomputerizedtranslationtechnologyapplicationinChina-specificenvironmentandindustrysolution;developmentfocusiscurrentlyapplicationsoftware研究重點是中國特殊技術(shù),如文字的識別、手寫輸入電腦,并把技術(shù)應(yīng)用在中國的特殊環(huán)境和產(chǎn)業(yè)解決;目前的重點發(fā)展是應(yīng)用軟件R&DU.S.(3)美國Japan(1)Switzland(1)China(1)Isreal(1)India*(1) *underconstructionSource: IDC,interview13IBMWILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINAIBM不會再投資建設(shè)依托于中國制造PCManufacturing制造業(yè)Manufacturing

base制造業(yè)基地GreatWallITproductsShenzhenCo.,Ltd.(IBM'ssolePCproductionbaseinChina)長城IT產(chǎn)品,深圳股份(IBM是中國唯一的PC生產(chǎn)基地)OEMeffortsOEM努力OEMmostlytoTaiwaneseplayers,suchasAcer多數(shù)臺商代工角色,例如宏基

Strategy戰(zhàn)略NofutureinvestmenttosetupmorePCmanufacturingJVsinchina對沒有前途的投資體制在中國更加注重依托PC代工制造方法

EmphasisonOEMapproach注重OEM方式Source: Literatureresearch,interviewSource: literatureresearch,interview14IBMISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGE

IBM在區(qū)域范圍內(nèi)推向平直的渠道結(jié)構(gòu)以及第二、第三級城市Salesanddistribution銷售及分銷

Guidingprinciples指導(dǎo)原則

Changeprogram改變計劃Pushforflattenedchannelstructure推向平直的渠道結(jié)構(gòu)Expandtosecond/thirdtiergeographicareas向第二/第三紀(jì)區(qū)域擴展Increasesalesrevenueby20%in20012001年銷售收入增長了20%“Bluestarplan””藍星計劃”Source: Literatureresearch,interviewDistributionchannel

分銷渠道Citycoverage城市覆蓋Target目標(biāo)3,000–4,000dealers3000—4000經(jīng)銷商Directandstrongchannelmanagementandcontrol

byIBM由IBM控制的直接和強有力的管理渠道Current目前Over2,000dealers超過2000經(jīng)銷商NodirectchannelmanagementbyIBMIBM無直接管理渠道Over30cities

超過30個城市Over200cities超過200個城市Source: literatureresearch,interview15IBMEMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISIONTotalsolutionandserviceTarget目標(biāo)TobeNo.1globallyasatotalsolutionproviderandserviceprovider成為全球第一的方案供應(yīng)商和服務(wù)商Initiatives倡議“BlueVproject””藍色V項目“StartedglobalimplementationinMarch,20012001年3月開始全面實施TargetsatNetGens,companiesthatconductbusinessmainlyontheInternetplatform目標(biāo)指向Netgens，公司主要是在互聯(lián)網(wǎng)上進行交易平臺Providescustomershardware,software,consulting,training,salesandmarketing,financing,out-sourcing,andpotentialpartnershipopportunities給客戶提供硬件、軟件、咨詢、培訓(xùn)、營銷、融資、外包、合作的機會和潛力“Hardware+Software+Service””硬件+軟件+服務(wù)”Source: Literatureresearch,interview“Competitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware.Inthe5years’time,servicewillbeanotherkeysuccessfactor”“在未來三年內(nèi)競爭實力的基礎(chǔ)是硬件和軟件.在5年時間,服務(wù)將成為另一個成功的關(guān)鍵因素"–ZhouWeikun,ManagingDirector,IBMChina

Source: literatureresearch,interview16ORGANIZATIONANDOWNERSHIP4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement

teamStartingyearNumberof

employeesEraanalysis17IBMFOLLOWSCHINAHEADQUARTERHOLDINGP&LRESPONSIBILITYANDCUSTOMER-ORIENTATIONPRACTICE

IBM中國總部推行P&L職責(zé),以客戶為導(dǎo)向的做法

Source: Interview,"VirtualTeam"practicebyfacilitates/coordination???KeytakeawaysIBMChinaheadquarterholdstheP&Lresponsibilityofallthebusinessgroups.TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR&DglobalcenterIBM中國總部推行P&L所有商業(yè)團體的責(zé)任.唯一例外的是中國研究中心,直接指向住宅R&D全球中心IBMembodiescustomer-orientationinorganizationstructure.TheandtelecomaretoprovidetotalsolutiontotargetcustomersIBM體現(xiàn)了IBM以客戶為導(dǎo)向的組織結(jié)構(gòu).Com和電信向目標(biāo)客戶提供全面解決方案“Virtualteam”practicefacilitatescoordinationamongdifferentbusinessgroupsservingsamecustomers“虛擬團隊”實踐促進不同企業(yè)集團之間的協(xié)調(diào)與客戶服務(wù)Organization組織IBMChinaCo.,ltdSMB

Telecom電信IGSSoftwaregroup軟件組PCTechno-logygroup技術(shù)組Server服務(wù)Research

center研究中心Source: literatureresearch,interviewDesktopPC臺式PCNote-book筆記本18IBMHOLDSTHEMAJORITYOF