《精编》麦肯锡为三星做的标杆企业分析

CONFIDENTIAL BrownGoodsandPCCompetitorAnalysis Toshiba SAMSUNGELECTRONICSCHINA SECChina August20 2001 Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategy KeyproductofferingsMarketposition BACKGROUNDINATION 1 Backgroundination LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategy KeyproductofferingsMarketposition Source Toshibawebsite Litsearch BACKGROUNDINATION TOSHIBA Established 1875byHisashigeTanaka President CEO TadashiOkamura TotalAssets US 51 578million Shareholders Equity US 10 054million Numberofemployees 190 000worldwide AsofSeptember30 2000 DomesticPlants BranchesOfficesAndOtherFacilities Productionfacilities 25Branchoffices 35Salesoffices 23 OverseasPlants BranchesOfficesandOtherFacilities Offices 10Manufacturingcompanies 42Subsidiaries affiliates 72 Source Companywebsite Litsearch BACKGROUNDINATION DALIANTOSHIBATELEVISION LTD Location Dalian LiaoningProvince Startingyear 1996 RegisteredCapital US 30million UnitSold colorTV1millionsets 50 export Year2000 JointVenturePartners Type ForeignJuristicPerson sShares ForeignJuristicPerson sShares Toshiba Toshiba China Co DalianDaxian Group Co Ltd Numberofemployees 2 000 Products 21 34 colorTV CRT Projection Flat DomesticJuristicPerson sShares Source CompanyReport Litsearch TOSHIBA SCORPORATEMANAGEMENTTEAM President CEOTadashiOkamura Corporateproject Corporatestaff Corporatesupportservices iValueCreationCompanyCEO TsutomuKawada e SolutionsCompanyCEO HirooOkuhara SocialInfrastructureSystemsCompanyCEO TsuyoshiKimura DigitalMediaNetworkCompanyCEO AtsutoshiNishida MobileCommunicationsCompanyCEO TetsuyaMizoguchi PowerSystems ServicesCompanyCEO ToshiyukiOshima SemiconductorCompanyCEO TakeshiNakagawa DisplayDevices ComponentsCompanyCEO EisaburoHamano MedicalSystemsCompanyCEO MasamichiKatsurada HomeAppliancesCompanyCEO MakotoNakagawa Source Companywebsite LiteratureSearch HISTORYOFTOSHIBA Source LiteratureSearch McKinseyAnalysis TOSHIBA SDEVELOPMENTWENTTHROUGHTHREESTAGES OrganizationstructureCorporatestrategyProductDevelopment Technology 1875 1939 TwoJapaneseelectricalequipmentmanufacturersmergedin1939tocreateToshiba Technologicalinnovationaccountedforthecompanies successes Oneofthefounderswastheso calledEdisonofJapan Mainproductsincludedtransers electricmotors lightbulbs radioreceivers andcathode raytubes 1978 PRESENT 1939 1978 Thecompanygrewrapidlyandbecameamarketleaderintheelectricalandelectronicindustry However theorganizationbecamemorebureaucratic Thecompanycontinuedtobeinnovativeintheearlyyears producingmanyfirstsintheindustry However Itlostitsinnovatorimageinthe70 s Numerousleadingproductsintheelectricalandelectronicsareas ExamplesincludesJapan sfirstvacuumcleaner firstfluorescentlamp firstradar etc ToshibashifteddirectionbyinvestingheavilyinITsegment Theorganizationbecameincreasinglyglobal employing190 000employeesworld widewithannualsalesover 5trillion ITfocus diversification innovationandglobalizationarefourkeyelementsofToshiba scorporatestrategy ToshibaisintensivelyfocusingonIT relatedbusiness i e telecomandinternet meanwhile leveragingitslegacybusinessestogeneratestableincome BusinessBuilding BecomingIndustryLeader Meetingworldwidecompetition Source LiteratureSearch McKinseyAnalysis DEVELOPMENTOFDALIANTOSHIBA STVBUSINESSINCHINA KeyinitiativeKeyresults 1996 1997 Foundedasajointventurein1996 constructionwascompletedin1997 Conductedaccuratemarketforecastandimplementedjustinorderinventorymanagement Inventoryturn overlessthantwodays Madeprofitthenextyear 2001 1998 2000 FocusedonhighprofitmarginPJTVsegment andcompetedontechnology serviceandmanagementratherthanprice StrengthenedcustomerserviceRevenueandprofitgrew50 annually BecametheNo 1marketshareleaderinPJTVsegment ToshibadecidedtorelocateitsdigitalTVproductiontoDalianandinvested 300milliontoexpandcapacityfromonemillionunitsto1 5millionunitsexported800 000unitstoJapan BusinessBuilding EstablishingLeadershipinPJTVMarket BecomingToshiba sKeyGlobalTVProductionBase TOSHIBAWILLFURTHERINVESTINITINDUSTRYINCHINA Backgroundination Source Literatureresearch interview Source literatureresearch interview TOSHIBAISTHELEADINGPLAYERINNOTEBOOKMA