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PCpetitorAnalysis:某著名企業(yè)OVERVIEWOFPETITORANALYSISFRAMEWORK4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysisBACKGROUNDINFORMATION1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing某著名企業(yè)HASGRADUALLYEXPANDEDITSPRESENCEINCHINALocationBeijingManaging
directorZhouWeikunStartingyear1984(representativeoffice)1992(某著名企業(yè)ChinaCo.Ltd.)Numberof
employeesOver3000Key
milestonesSetup某著名企業(yè)CustomerAssociationin1984OpenedBeijing,Shanghai,Shenzhen,Chengdu,Guangzhou,Nanjing,Xian,ChongqingofficesEstablishedcustomerservicenetworkcoveringdozensofChinamajorcitiesSetupChinapurchasingcenter*inShenzhenBackgroundinformationBACKGROUNDINFORMATION4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysisGLOBALLY,某著名企業(yè)HASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARSMissionToleadinthecreation,developmentandmanufacturingoftheindustry’smostadvancedinformationtechnologies,includingputersystems,software,networkingsystems,storagedevicesandmicroelectronicsTotranslatetheseadvancedtechnologiesintovalueforourcustomersthroughourprofessionalsolutionsandservicesbusinessesworldwideVisionTobeno.1playergloballyininformationproducts,solutionproviderandserviceprovider * 某著名企業(yè)'sPCbusinessshowed/surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource: LiteratureresearchStrategyShiftproduct-orientedstrategytoindustry-orienteddevelopmentstrategyDefineEmerceasfocusof某著名企業(yè)businessinChinaPositionPCaspartofEoN(edgeofthenet)conceptinsteadofastandaloneproductGraduallyexist*PCbusinessinthenextsevenyearsgloballybysellingittoDellwithDell'spromisetopurchase某著名企業(yè)'sponentsinreturn2001targetIncreaserevenueby20% *某著名企業(yè)’sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear,whichwouldlessentheurgencytoexitthisbusinessinthenearterm Source: LiteratureresearchDesktopPCmarketsharePercentofunitsshipment(m)Others某著名企業(yè)GreatWallFounderLegend100%=4.56.6Growthrate
percent44.820.313.987.6125.494.799009900Growthrate
percent100%=2.94.868.524.9170.6193.5121.6128.565.018.8OthersFounderDellAcerLegend某著名企業(yè)ToshibaNotebookmarketsharePercentofunitsshipment(m)某著名企業(yè)’smarketshare某著名企業(yè)KEPTITSMARKETPOSITIONINNOTEBOOK,BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTHPRODUCT/MARKET4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis某著名企業(yè)ISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERINGKeyproductofferingsProductcategoryProductcategoryDesktopPCNotebookNetVistamercialPCNetVistaA40NetVistaA10NetVistaA20-6269BSCNetVistaA20-634587C/634586CNetVistaMulti-mediaPCNetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i-21949DC/219415CNetVistaA20i-219755C/21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries某著名企業(yè)ISPARTICULARLYSTRONGINGOVERNMENTANDSMES,BUTWEAKINHOMEANDEDUCATION,THETYPICALLOCALPLAYERS’TERRITORIESSalesbycustomersegmentsPercentofunitsshipment(000s),2000SmallofficeHome100%=某著名企業(yè)Market
average2646,564SmallbusinessEducationMediumbusinessGovernmentLargebusinessSmallofficeHome100%=某著名企業(yè)Market
average83484EducationGovernmentLargebusinessSmallbusinessMediumbusinessDesktopPCmarketNotebookmarket2.32.93.93.53.74.8某著名企業(yè)ISADOMINANTHIGH-ENDPLAYER,GRASPINGOVER20%MARKETSHAREOFHIGH-ENDDESKTOPPCANDOVER50%OFPRIMIUMNOTEBOOKMARKETOthersDellpaqGreatWall某著名企業(yè)HPFounderLegend2.82.82.75.32.1Low
(0-1k)Medium(1-1.5k)High
(>1.5k)100%=1.8DesktopPCmarket,199943.618.43.72.60.4OthersDell某著名企業(yè)FounderLegend0.9Low
(0-2k)Medium(2-2.5k)High
(2.5-3.5k)100%=Notebookmarket,20000.110.120.170.73.51.40.1AcerToshiba0.08Premium(>3.5K)Pricebrand
USD15.101.51.52.25.7某著名企業(yè)’smarketshareSalesbycustomersegmentsPercentofunitsshipment(M)VALUECHAINSTRATEGY4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis某著名企業(yè)HASSETCHINAASONEOFKEYBASESINITSGLOBALR&DGlobalresearchbases8globalresearchbasesTotalstaffaround4,000ChinaR&DbaseEstablishedin1995(某著名企業(yè)isoneofthefirstMNCsthatsetupR&DcenterinChina)Staffedover100peopletoresearchcenterandover200peopletodevelopmentcenterResearchfocusesareChinaspecifictechnologysuchaslanguagerecognition,hand-writinginputandputerizedtranslationtechnologyapplicationinChina-specificenvironmentandindustrysolution;developmentfocusiscurrentlyapplicationsoftwareR&DU.S.(3)Japan(1)Switzland(1)China(1)Isreal(1)India*(1)某著名企業(yè)WILLNOTFURTHERINVESTINBUILDINGUPPCMANUFACTURINGJVSINCHINAManufacturingManufacturing
baseGreatWallITproductsShenzhenCo.,Ltd.(某著名企業(yè)'ssolePCproductionbaseinChina)OEMeffortsOEMmostlytoTaiwaneseplayers,suchasAcerStrategyNofutureinvestmenttosetupmorePCmanufacturingJVsinchinaEmphasisonOEMapproach某著名企業(yè)ISPUSHINGTOWARDFLATTENEDCHANNELSTRUCTUREANDSECONDANDTHIRDTIERCITIESINGEOGRAPHICCOVERAGESalesanddistributionGuidingprinciplesChangeprogramPushforflattenedchannelstructureExpandtosecond/thirdtiergeographicareasIncreasesalesrevenueby20%in2001“Bluestarplan”DistributionchannelCitycoverageTarget3,000–4,000dealersDirectandstrongchannelmanagementandcontrol
by某著名企業(yè)CurrentOver2,000dealersNodirectchannelmanagementby某著名企業(yè)Over30citiesOver200cities某著名企業(yè)EMPHASIZESANDFOCUSESONTOTALSOLUTIONANDSERVICEPROVISIONTotalsolutionandserviceTargetTobeNo.1globallyasatotalsolutionproviderandserviceproviderInitiatives“BlueVproject”StartedglobalimplementationinMarch,2001TargetsatNetGens,paniesthatconductbusinessmainlyontheInternetplatformProvidescustomershardware,software,consulting,training,salesandmarketing,financing,out-sourcing,andpotentialpartnershipopportunities“Hardware+Software+Service”petitioninthenextthreeyearsisbasedonthestrengthsinhardwareandsoftware.Inthe5years’time,servicewillbeanotherkeysuccessfactor"–ZhouWeikun,ManagingDirector,某著名企業(yè)China
ORGANIZATIONANDOWNERSHIP4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureOwnershipstructureSalesProfit2.Strategy3.Product/marketMissionVisionCorporatestrategyMarketpositionKeyproductofferingsKeycustomersPricing1.BackgroundinformationLocationManagement
teamStartingyearNumberof
employeesEraanalysis某著名企業(yè)FOLLOWSCHINAHEADQUARTERHOLDINGP&LRESPONSIBILITYANDCUSTOMER-ORIENTATIONPRACTICE
Keytakeaways某著名企業(yè)ChinaheadquarterholdstheP&Lresponsibilityofallthebusinessgroups.TheonlyexceptionisChinaResearchcenterthatreportsdirectlytoR&Dglobalcenter某著名企業(yè)embodiescustomer-orientationinorganizationstructure.Theandtelaretoprovidetotalsolutiontotargetcustomers“Virtualteam”practicefacilitatescoordinationamongdifferentbusinessgroupsservingsamecustomersOrganization某著名企業(yè)ChinaCo.,ltdSMBTelIGSSoftwaregroupPCTechno-logygroupServerResearch
centerDesktopPCNote-book某著名企業(yè)HOLDSTHEMAJORITYOFITSPCMANUFACTURINGJVINCHINAOwnership
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