SECChina010821BJ IBM CONFIDENTIAL PCCompetitorAnalysis IBM SAMSUNGELECTRONICSCHINA SECChina Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion Aug 2001 SECChina010821BJ IBM 1 OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 2 BACKGROUNDINFORMATION 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing SECChina010821BJ IBM 3 IBMHASGRADUALLYEXPANDEDITSPRESENCEINCHINA Location Beijing Managingdirector ZhouWeikun Startingyear 1984 representativeoffice 1992 IBMChinaCo Ltd Numberofemployees Over3000 Keymilestones SetupIBMCustomerAssociationin1984OpenedBeijing Shanghai Shenzhen Chengdu Guangzhou Nanjing Xian ChongqingofficesEstablishedcustomerservicenetworkcoveringdozensofChinamajorcitiesSetupChinapurchasingcenter inShenzhen Backgroundinformation IBM spurchaseinchinahasincreasedfrom30MUSDin1993to1BUSDin1998Source Literatureresearch SECChina010821BJ IBM 4 BACKGROUNDINFORMATION 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 5 GLOBALLY IBMHASDECIDEDTOEXITPCBUSINESSGRADUALLYINTHENEXTSEVENYEARS IBM sPCbusinessshowed surprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyearSource Literatureresearch IBM sPCbusinessshowedsurprisingstrengthinrevenuegrowthandprofitabilityintheSeptemberquarterlastyear whichwouldlessentheurgencytoexitthisbusinessintheneartermSource Literatureresearch SECChina010821BJ IBM 6 Source IDC DesktopPCmarketsharePercentofunitsshipment m Others IBM GreatWall Founder Legend 100 4 5 6 6 Growthratepercent 44 8 20 3 13 9 87 6 125 4 94 7 99 00 99 00 Growthratepercent 100 2 9 4 8 68 5 24 9 170 6 193 5 121 6 128 5 65 0 18 8 Others Founder Dell Acer Legend IBM Toshiba NotebookmarketsharePercentofunitsshipment m IBM smarketshare IBMKEPTITSMARKETPOSITIONINNOTEBOOK BUTITSDESKTOPPCBUSINESSFAILEDTOCATCHUPWITHTOTALMARKETGROWTH SECChina010821BJ IBM 7 PRODUCT MARKET 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersPricing 1 Backgroundinformation LocationManagementteamStartingyear NumberofemployeesEraanalysis SECChina010821BJ IBM 8 IBMISRIGIDLYANDAGGRESSIVELYIMPLEMENTINGTOTALSOLUTIONANDSERVICEPROVIDERSTRATEGYINPRODUCTOFFERING Keyproductofferings Source Literatureresearch Productcategory Productcategory DesktopPCNotebook NetVistacommercialPCNetVistaA40NetVistaA10NetVistaA20 6269BSCNetVistaA20 634587C 634586CNetVistaMulti mediaPCNetVistaX40iNetVistaA60iNetVistaA40iNetVistaA20i 21949DC 219415CNetVistaA20i 219755C 21978DCNetVistaA10iThinkPadAseriesThinkPadTseriesThinkPadXseriesThinkPadiseries Source literatureresearch SECChina010821BJ IBM 9 IBMISPARTICULARLYSTRONGINGOVERNMENTANDSMES BUTWEAKINHOMEANDEDUCATION THETYPICALLOCALPLAYERS TERRITORIES Source IDC SalesbycustomersegmentsPercentofunitsshipment 000s 2000 Smalloffice Home 100 IBM Marketaverage 264 6 564 Smallbusiness Education Mediumbusiness Government Largebusiness Smalloffice Home 100 IBM Marketaverage 83 484 Education Government Largebusiness Smallbusiness Mediumbusiness DesktopPCmarket Notebookmarket 2 3 2 9 3 9 3 5 3 7 4 8 SECChina010821BJ IBM 10 IBMISADOMINANTHIGH ENDPLAYER GRASPINGOVER20 MARKETSHAREOFHIGH ENDDESKTOPPCANDOVER50 OFPRIMIUMNOTEBOOKMARKET Source IDC interview Others Dell Compaq GreatWall IBM HP Founder Legend 2 8 2 8 2 7 5 3 2 1 Low 0 1k Medium 1 1 5k High 1 5k 100 1 8 DesktopPCmarket 1999 43 6 18 4 3 7 2 6 0 4 Others Dell IBM Founder Legend 0 9 Low 0 2k Medium 2 2 5k High 2 5 3 5k 100 Notebookmarket 2000 0 11 0 12 0 17 0 7 3 5 1 4 0 1 Acer Toshiba 0 08 Premium 3 5K PricebrandUSD 1 5 1 0 1 5 1 5 2 2 5 7 IBM smarketshare Salesbycu