三星集團(tuán)的競(jìng)爭(zhēng)對(duì)手分析(英文版)說(shuō)課

三星集團(tuán)的競(jìng)爭(zhēng)對(duì)手分析(英文版)說(shuō)課OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyKeyproductofferingsMarketposition1SECChina010821BJ-ToshibaBACKGROUNDINFORMATION1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyKeyproductofferingsMarketposition2SECChina010821BJ-ToshibaSource:Toshibawebsite,LitsearchBACKGROUNDINFORMATION–TOSHIBAEstablished:1875byHisashigeTanakaPresident&CEO:TadashiOkamuraTotalAssets:US$51,578millionShareholders’Equity: US$10,054millionNumberofemployees:190,000worldwide(AsofSeptember30,2000)DomesticPlants,BranchesOfficesAndOtherFacilities:Productionfacilities:25Branchoffices:35Salesoffices:23OverseasPlants,BranchesOfficesandOtherFacilities:Offices:10Manufacturingcompanies:42Subsidiaries&affiliates:723SECChina010821BJ-ToshibaSource:Companywebsite,LitsearchBACKGROUNDINFORMATION–DALIANTOSHIBATELEVISION,LTDLocation:Dalian,LiaoningProvinceStartingyear:1996RegisteredCapital:US$30millionUnitSold: colorTV1millionsets,50%export(Year2000)JointVenturePartnersTypeForeignJuristicPerson'sSharesForeignJuristicPerson'sSharesToshibaToshiba(China)Co.DalianDaxian(Group)Co.,Ltd.Numberofemployees:2,000Products: 21’–34’

colorTV(CRT,Projection,Flat)DomesticJuristicPerson'sShares4SECChina010821BJ-ToshibaSource:CompanyReport,LitsearchTOSHIBA’SCORPORATEMANAGEMENTTEAMPresident&CEOTadashiOkamuraCorporateprojectCorporatestaffCorporatesupportservices

iValueCreationCompanyCEO:TsutomuKawada

e-SolutionsCompanyCEO:HirooOkuhara

SocialInfrastructureSystemsCompanyCEO:TsuyoshiKimura

DigitalMediaNetworkCompanyCEO:AtsutoshiNishida

MobileCommunicationsCompanyCEO:TetsuyaMizoguchi

PowerSystems&ServicesCompanyCEO:ToshiyukiOshima

SemiconductorCompanyCEO:TakeshiNakagawa

DisplayDevices&ComponentsCompanyCEO:EisaburoHamano

MedicalSystemsCompanyCEO:MasamichiKatsurada

HomeAppliancesCompanyCEO:MakotoNakagawa5SECChina010821BJ-Toshiba

Source: Companywebsite,LiteratureSearchHISTORYOFTOSHIBA6SECChina010821BJ-Toshiba

Source: LiteratureSearch;McKinseyAnalysisTOSHIBA’SDEVELOPMENTWENTTHROUGHTHREESTAGESOrganizationstructure

Corporatestrategy

ProductDevelopment&Technology

1875-1939TwoJapaneseelectricalequipmentmanufacturersmergedin1939tocreateToshiba.Technologicalinnovationaccountedforthecompanies’successes.Oneofthefounderswastheso-calledEdisonofJapan.Mainproductsincludedtransformers,electricmotors,lightbulbs,radioreceivers,andcathode-raytubes.1978-PRESENT1939-1978Thecompanygrewrapidlyandbecameamarketleaderintheelectricalandelectronicindustry.However,theorganizationbecamemorebureaucratic.Thecompanycontinuedtobeinnovativeintheearlyyears,producingmanyfirstsintheindustry.However,Itlostitsinnovatorimageinthe70’s.Numerousleadingproductsintheelectricalandelectronicsareas.ExlesincludesJapan’sfirstvacuumcleaner,firstfluorescentl,firstradar,etc.ToshibashifteddirectionbyinvestingheavilyinITsegment.Theorganizationbecameincreasinglyglobal,employing190,000employeesworld-widewithannualsalesover￥5trillion.ITfocus,diversification,innovationandglobalizationarefourkeyelementsofToshiba’scorporatestrategy.ToshibaisintensivelyfocusingonIT-relatedbusiness(i.e.telecomandinternet),meanwhile,leveragingitslegacybusinessestogeneratestableincomeBusinessBuildingBecomingIndustryLeaderMeetingworldwidecompetition7SECChina010821BJ-Toshiba

Source: LiteratureSearch;McKinseyAnalysisDEVELOPMENTOFDALIANTOSHIBA’STVBUSINESSINCHINAKeyinitiative

Keyresults

1996-1997Foundedasajointventurein1996,constructionwascompletedin1997.Conductedaccuratemarketforecastandimplementedjustinorderinventorymanagement.Inventoryturn-overlessthantwodays.Madeprofitthenextyear.20011998-2000FocusedonhighprofitmarginPJTVsegment,andcompetedontechnology,serviceandmanagementratherthanprice.StrengthenedcustomerserviceRevenueandprofitgrew50%annually.BecametheNo.1marketshareleaderinPJTVsegment.ToshibadecidedtorelocateitsdigitalTVproductiontoDalianandinvested￥300milliontoexpandcapacityfromonemillionunitsto1.5millionunitsexported800,000unitstoJapan.

BusinessBuildingEstablishingLeadershipinPJTVMarketBecomingToshiba’sKeyGlobalTVProductionBase8SECChina010821BJ-ToshibaTOSHIBAWILLFURTHERINVESTINITINDUSTRYINCHINABackgroundinformation

Source: Literatureresearch,interview "TosupportChina's10th5-yearplan,wewillenlargeourinvestmentinITindustry….Toshibahastheworld-leadingLCDrelatedandsemiconductortechnology.TheamountofeachinvestmentwillexceedIbillionUSD."“ApartfromJapan,Toshibadividesglobalmarketintofourregions,America,Europe,ChinaandtherestofAsia.Chinaistheonlyregionmadeupofonesinglecountry"ChiefrepresentativeofToshibainChinaInvestedcompaniesinChinaTotalinvestmentChiefrepresentativeTotalnumberofemployeesImportanceofChinaFutureinvestmentplan23RMB6billionPintianxinzheng(pinyin)over10,000ChiefrepresentativeofToshibainChina

Source: literatureresearch,interview9SECChina010821BJ-ToshibaTOSHIBAISTHELEADINGPLAYERINNOTEBOOKMARKETBOTH

INCHINAANDGLOBALLYTimeKeymilestones198519901993199419992000IntroducedthefirstnotebookintheworldIntroducedSTNnotebookIntroducedcolorTFTnotebookIntroducedPentium-empowerednotebookRankednumberoneinChinanotebookmarketfor4yearsRankednumberoneinworldwidenotebookmarketfor7yearsEraanalysisofToshibainNotebook

Source: literatureresearch,interview10SECChina010821BJ-ToshibaSTRATEGY1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferings11SECChina010821BJ-ToshibaTHREESTRATEGIESPROPELTOSHIBATOBECOMEAGLOBALHI-TECHLEADERINTHENEWMELLIMUMToshibaasaleading-edge,internet-readygloballeaderinhi-techAcceleratethespeedofinnovationManagementInnovation(MI2001)isamajorinitiativebeingpromotedthroughoutToshibaGroup.ItisaimedatadvancingcreativedestructionandcompetitivesuperiorityChionmarket-centricmanagementCustomerRelationshipManagementandSupplyChainManagementsystemswillbedeployedtocovercompany-wideoperations.Beinternet-readyDigitalManufacturing,anewsystem,willbeintroducedthroughouttheToshibaGroupAnITinfrastructureforcollaborativeengineeringwillbeestablished

Source:Litsearch,externalinterviews:ToshibaAnnualReport12SECChina010821BJ-ToshibaASSESSMENTOFTOSHIBA'SCURRENTSTRATEGICPOSITION–SWOTStrengthsBroadanddiversifiedproductportfolioStrongpresenceinAsiaStrongR&DandmanufacturingcapabilitiesWeaknessesLesscustomerfocusedWeakbrandnameincutting-edgeinformationtechnologiesUnbalancedglobalpresenceOpportunitiesGlobaldigitalconvergenceEmergingtechnologies,

i.e.,Internet,3GChinajoiningWTOopensdoorstoforeigncompaniesThreatsBureaucraticmanagementstyleItscoresemiconductorbusinessisacyclicalcommoditybusinessBehindthecurveinkeyITdevelopments13SECChina010821BJ-ToshibaTHEREARETWOSUCCESSFULMODELSINTHECHINACTVMARKET,DALIANTOSHIBAFOLLOWSTHESONYMODELTheKonkaModelCapitalintensive,aggressivegrowththrougheconomiesofscaleinmanufacturingandinthesalesforceFrom1993to1998KonkaacquiredTVmanufacturers:NortheastDuDanJian,SanXi,AnSuo,ChongQingfactoriestobulkupGrewcapacityby2millionunitsfrom1993to1998ThrougheconomicsofscaleandaggressivepricingKonkawasabletogrowmarketsharefrom3%to11%from1995to2000TheSonyModelZeroinonthehighend,highprofitsegmentofCRTTVmarketwithastrongbrandabletocommandpricepremiumsNotinastrongpresenceinunitmarketshare,butthetopbrandwhenconsumersrespondforthebrandqualityandreliabilityCorporatephilosophyunwillingtosacrificeprofitsforlargermarketshare(vastdifferentfromChineseplayers)Futuretargetfocusedonhigherend,cuttingedgetechnologyTVse.g.PJTV,DigitalTV,LCDandPDPwhichhavesignificantlyhigherprofitmargins.

Source:Litsearch,McKinseyanalysis14SECChina010821BJ-ToshibaTOSHIBASHIFTSITSSTRATEGICFOCUSTOAPPLICATIONSOLUTIONANDCUSTOMERSERVICEINCHINANOTEBOOKMARKETMissionTobethemostresponsibleITproductapplicationsolutionandserviceproviderTimeStrategicfocus1996199719981999ProductitselfChanneldevelopmentApplicationCustomerservice2000VIPcertificationfocusingoncorecustomersChanneldevelopmentinto2ndtiergeographiesApplicationsolutionof"mobileoffice"conceptToshibanotebookstrategy*inChinaStrategyevolvement *ToshibanotebookstrategyinChinaisco-developedbyDigitalChina,Toshiba’sexclusivenotebookchief-distributorinChina Source: literatureresearch,interview15SECChina010821BJ-ToshibaPRODUCT/MARKET1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyKeyproductofferingsMarketposition16SECChina010821BJ-ToshibaTOSHIBA’SGLOBALNETSALESBYBUSINESSSEGMENT

Source: Toshibawebsite,LitSearchYea2000(￥billion)Information&Communications&IndustrialSystems￥1,858PowerSystems￥571ElectronicDevices&Components￥1,477DigitalMedia￥1,518HomeAppliances￥660Others￥47317SECChina010821BJ-ToshibaDALIANTOSHIBA'sKEYTVPRODUCTOFFERINGSColorTVs(inch,modelno.)ProjectionTVSeries:43’–61’61D9UXC50D9UXC43D9UXC50D8UXC43D8UXC

Source: Companywebsite,LitsearchCRTTVSeries:21’–29’29D2DC29D2XC25D2XC25E3DC321D2NC

FlatTVSeries:21’–34’34D8UXC34D6DC29D8UXC29D6DC29D3XC25D6XC21AF6C

18SECChina010821BJ-ToshibaDALIANTOSHIBA’SMARKETPOSITIONINCHINA’SCONVENTIONALCRTTVMARKET:NO.5MARKETSHARELEADERMarketsharebysales,%

Source: GFK,McKinseyAnalysis,Externalinterviews:Konka,Sony,Toshiba19992000Others100%100%KeytrendsRationaleIndustryundergoesfurtherconsolidationForeignplayerslosemarketsharetolocalplayersTopfiveplayersinthemarket–Changhong,TCl,Konka,Hisense,Skyworth,controlled41.6%ofthemarketin1999grewto43.7%in2000Localplayersincreasedmarketsharefrom65%in1999to~67%in20001.92.0RowaLGPandaJinxingSkyworth-RGBXocecoPhilipsHaierPanasonicHisenseToshibaTCLChanghongKonkaSony19SECChina010821BJ-ToshibaDALIANTOSHIBA’SMARKETPOSITIONINCHINA’SPJTVMARKET:NO.1MARKETSHARELEADER

Source: GFK,internalinterview,literaturesearch,externalinterviews:Sony,Panasonic,ToshibaKeytrendsRationaleEstablishedMNCs,Toshiba,SonywillcontinuetodominatemarketLocalplayersstartestablishingthemselvesby2005High-endproducerswithsuperiortechnologyinpixelresolutionandbrightnessLocalplayersexpectedtoacquirekeyPJTVtechnologiesasof2003Ascomparison,Changhongalonenowcontrols~20%oflargescreenCRTVmarket,localplayerslikelytogainsimilarshareinPJTVmarketMarketsharebysalesPercentLocal(KonkaChanghong,etc)OtherMNCsHitachiPanasonicSamsungSonyToshiba19992000100%100%20SECChina010821BJ-ToshibaPJTVPLAYERS’STRENGTHSANDWEAKNESSESCompanyStrengths/weaknessesToshibaStrongbrandnameAggressivesalesandmarketingSonyNo.1brandnamePremiummarketwithhighestindustryprofitsSamsungStrongqualityinresolutionandbrightnessSolidpositioninthemarketComparabletechnologywithJapanesecounterpartsOtherMNCs:Panasonic,Philips,etc.Possessthetechnology,butyettoestablishthemselvesinmarketLocalcompanies:TCL,Konka,Hinsense,Haier,ChanghongLackthekeytechnologiesforPJTVcomponents–tubesandscreenLow-endbrandhaveresultedinlowsalesvolumeWillfillupthetechnologygapbyabout2003

Source:Litsearch,McKinseyanalysis21SECChina010821BJ-ToshibaTOSHIBAHASAFULL-LINEPROUCTOFFERINGINNOTEBOOK,COVERINGLOW-ENDTOPREMIUMSEGMENT

Source: LiteratureresearchKeyproductofferingsSatelliteSeries2800(13.3",14.1",15.0")PortegeSeries(7220CT,3480CT,3490CT)TecraSeries(8100H,8000J,8200)Satellite1750(13.3")Newsatellite2800(13.3",14.1",15.0")SatellitePro4600(13.3",14.1",15.0")NewSatellitePro4600(14.1")Satellite3000(13.3")

Source: literatureresearch22SECChina010821BJ-ToshibaTOSHIBAISSTRONGINEDUCATION,LARGEANDMEDIUMBUSINESS,BUTPARTICULARLYWEAKINGOVERNMENTSource: IDCSmallofficeHome100%=ToshibaMarketaverage73484EducationGovernmentLargebusinessSmallbusinessMediumbusiness3.83.53.7SalesbycustomersegmentsPercentofunitsshipment(000s),200023SECChina010821BJ-ToshibaTOSHIBAISGENERALLYAMEDIUMTOHIGH-ENDPLAYER,PARTICULARLYSTRONGINUSD2.5-3.5KPRICEBRANDSource: IDC0.9Low

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

(2.5-3.5k)100%=0.110.120.170.73.51.40.10.08Premium(>3.5K)2.2Toshiba'smarketshare0.1SalesbycustomersegmentsPercentofunitsshipment(M),2000OthersDellIBMFounderLegendAcerToshiba24SECChina010821BJ-ToshibaSource: LiteratureSearch,Konkawebsite,teamanalysisR&DManufacturingMarketing&SalesDistributionAfter-SalesServicesToshibaDigitalMediaNetworkCompanyisresponsibleforColorTVR&DDalianToshibaisresponsibleforTVproduction.30%partscomefromChinaDalianToshibaandits4subsidiariesinDalian,Beijing,ShanghaiandGuangzhouareresponsibleformarketingandsalesDalianToshibaprimarilyusessalesforcesinitsfoursubsidiariestosellTVproductsdirectlytoretailers.ItalsousesdistributorsincertainregionssuchasChongqing.Toshiba(China)helpedsetuptheafter-salesservicenetwork,andDalianToshibaisrunningthenetworkandresponsibleforPNL.DigitalmediaDigitalMediaNetworkCo.DalianToshibaTVCo.TOSHIBACHINATVBUSINESSHASAPRODUCTLINEORIENTEDVALUEDELIVERYSYSTEM

25SECChina010821BJ-ToshibaDALIANTOSHIBA’STVDISTRIBUTIONCHANNELSource: McKinseyLiteratureSearch,externalinterviews,McKinseyanalysisDalianToshibaTVCo.ManufacturingPlantDalianSubsidiaryBeijingSubsidiaryShanghaiSubsidiaryGuangzhouSubsidiaryDistributorsRetailers:Hyper/super-market:10%DesignatedStores:25%Dept.Stores:30%SpecialtyStores:35%ConsumersSubsidiarySalesForce70%30%26SECChina010821BJ-ToshibaTOSHIBAADOPTSTHENATIONALCHIEF-DISTRIBUTORPRACTICEINNOTEBOOKBUSNIESSINCHINAR&DManufacturingMarketingandbrandingSalesanddistributionAfter-salesserviceToshibaR&DToshibaSHOEM:Renbao,aTaiwaneseOEMplayerDigitalChinaDigitalChina

(forToshibanotebookonly)ToshibaDigitalChinaCentralizekeyaccountsacrossdifferentproductsCentralizeSIforkeyaccounts(banking,tax)Beinchargeofchanneldevelop-

mentandmanagementDigitalChinaMajorresponsibilityToshibaSHfactoryParts'inventoryAncillaryhotlineToshibaToshibaSHOEMToshibaToshibaSHDealersDigital

ChinaSource:interview27SECChina010821BJ-ToshibaTOSHIBAHASPOSITIONEDCHINAASAKEYR&DBASE

*

TheothertwoR&DcentersareintheUKandtheUSrespectivelySource: LiteratureresearchThree-layerstructureofToshibaR&DFirstlayerfocusingontechnologytrendsinthenext3-5yearsSecondlayerfocusingonmulti-mediatechnologyandtechnologytrendsinthenext2-3yearsThirdlayerfocusingonproductdevelopmentToshibaR&DinChinaEstablished"R&Ddepartment"inBeijing,April2001Plantodevelopitinto"Toshiba(China)R&Dcenter”inOctober2001whichwillbethethirdoverseasR&DcenterofToshibaPlantohave250peoplethisyearandexpandto500people

inR&Dcenterin2005R&D28SECChina010821BJ-ToshibaTOSHIBAHASOUTSOURCEDTHEMAJORPARTOFNOTEBOOKMANU-FACTURINGANDITSDISTRIBUTORISCAPABLEOFCUSTOMIZATION

INCONFIGURATION

Source: Literatureresearch,interviewManufacturingPartiesinvolvedResponsibilitiesToshibaSHAssemblingproductiontocovertotalvolumesoldinChinaAssemblingproductionforexpertOEM(Renbao)MajorpartofnotebookmanufacturingDigitalChinaCustomizationforbig-batchorderaccordingtocustomers'individualizeddemandforhardwareconfiguration29SECChina010821BJ-ToshibaUNDERSTRONGCOSTPRESSURE,DIGITALCHINAANDTOSHIBAAREPUSHINGTOWARDSMOREFLATTENEDCHANNELSTRUCTURE

Source: CCID,interviewChannelStructureChannelCostPercentofretailpriceDigitalChinaCoredistributors

(~50)DirectSpecialtyshops(over100)IndustrydistributorsEndusersSecondtierdealers(hundreds)Before19971997-19981999-2001Futureexpecta-

tionofmanu-facturers>>10>108-105-8Paysufficientattentiontofast-growingcustomersegments,suchaseducationandhome,aswellasmajorsegments,suchasgovernmentandbusinessExpandinto2nd-tiergeographiesandenhancechannelChannelstrategy30SECChina010821BJ-ToshibaDIGITALCHINAISBUILDINGUPANADVANCEDNATION-WIDEDISTRIBUTIONNETWORKTOFURTHERCUTDOWNCOST

Source: Literatureresearch,interviewDistributionKeyinitiativeBuildupanation-widelogisticssystemTotalinvestmentRMB65millionThree-tierstructure3first-tiercentersinBeijing,ShanghaiandGuangzhou7second-tiercentersThird-tiercomponentsDetailedpracticeProvidersdelivertothreefirst-tiercentersInventoryisdistributedamongallthethreetierswithinventorycycleshorteningfromfirsttiertothethirdSCMmanagementisthroughITnetwork31SECChina010821BJ-ToshibaORGANIZATIONANDOWNERSHIP1.BackgroundinformationLocationRegistered

capitalManagement

teamEquity

structureStartingyearNumberof

employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,

advertisingand

promotionDistribution(channel

andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferings32SECChina010821BJ-ToshibaSource:Litsearch,teamanalysisTOSHIBA’SCORPORATESTRUCTUREStatutoryAuditorsBoardofDirectorsPresident&CEOCorporateprojectCorporatestaffCorporatesupportservicesiValueCreationCompanye-SolutionsCompanySocialInfrastru