【正文】 les offices: 23 Overseas Plants, Branches Offices and Other Facilities: Offices: 10 Manufacturing panies: 42 Subsidiaries amp。SEC China010821BJToshiba CONFIDENTIAL Brown Goods and PC Competitor Analysis: Toshiba SAMSUNG ELECTRONICS CHINA (SEC China) August 20, 20xx This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client anization without prior written approval from McKinsey amp。 it is not a plete record of the discussion. SEC China010821BJToshiba 的資料庫(kù)下載 OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 1. Background information ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance Focus on ? Marketing, advertising and promotion ? Distribution (channel and sales force) ? Organization structure ? Ownership structure ? Sales ? Profit 2. Strategy 3. Product/market ? Mission ? Vision ? Corporate strategy ? Key product offerings ? Market position SEC China010821BJToshiba 的資料庫(kù)下載 BACKGROUND INFORMATION 1. Background information ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance ? Focus on – Marketing, advertising and promotion – Distribution (channel and sales force) ? Organization structure ? Ownership structure ? Sales ? Profit 2. Strategy 3. Product/market ? Mission ? Vision ? Corporate strategy ? Key product offerings ? Market position SEC China010821BJToshiba 的資料庫(kù)下載 Source: Toshiba website, Lit search BACKGROUND INFORMATION – TOSHIBA Established: 1875 by Hisashige Tanaka President amp。s Shares ? Toshiba ? Toshiba (China) Co. ? Dalian Daxian (Group) Co., Ltd. Number of employees: 2,000 Products: 21’ – 34’ color TV (CRT, Projection, Flat) Domestic Juristic Person39。 Components Company CEO: Eisaburo Hamano Medical Systems Company CEO: Masamichi Katsurada Home Appliances Company CEO: Makoto Nakagawa SEC China010821BJToshiba 的資料庫(kù)下載 Source: Company website, Literature Search HISTORY OF TOSHIBA SEC China010821BJToshiba 的資料庫(kù)下載 Source: Literature Search。 McKinsey Analysis DEVELOPMENT OF DALIAN TOSHIBA’S TV BUSINESS IN CHINA Key initiative Key results 19961997 ? Founded as a joint venture in 1996, construction was pleted in 1997. ? Conducted accurate market forecast and implemented just in order inventory management. ? Inventory turnover less than two days. ? Made profit the next year. 20xx 199820xx ? Focused on high profit margin PJTV segment, and peted on technology, service and management rather than price. ? Strengthened customer service ? Revenue and profit grew 50% annually. Became the No. 1 market share leader in PJTV segment. ? Toshiba decided to relocate its digital TV production to Dalian and invested 165。D and manufacturing capabilities Weaknesses ? Less customer focused ? Weak brand name in cuttingedge information technologies ? Unbalanced global presence Opportunities ? Global digital convergence ? Emerging technologies, ., Inter, 3G ? China joining WTO opens doors to foreign panies Threats ? Bureaucratic management style ? Its core semiconductor business is a cyclical modity business ? Behind the curve in key IT developments SEC China010821BJToshiba 的資料庫(kù)下載 THERE ARE TWO SUCCESSFUL MODELS IN THE CHINA CTV MARKET, DALIAN TOSHIBA FOLLOWS THE SONY MODEL The Konka Model ? Capital intensive, aggressive growth through economies of scale in manufacturing and in the sales force ? From 1993 to 1998 Konka acquired TV manufacturers: North east Du Dan Jian, San Xi, An Suo, Chong Qing factories to bulk up ? Grew capacity by 2 million units from 1993 to 1998 ? Through economics of scale and aggressive pricing Konka was able to grow market share from 3% to 11% from 1995 to 20xx ? The Sony Model ? Zero in on the high end, high profit segment of CRT TV market with a strong brand able to mand price premiums ? Not in a strong presence in unit market share, but the top brand when consumers respond for the brand quality and reliability ? Corporate philosophy unwilling to sacrifice profits for larger market share (vast different from Chinese players) ? Future target focused on higher end, cutting edge technology TVs . PJTV, Digital TV, LCD and PDP which have significantly higher profit margins. Source: Lit search, McKinsey analysis SEC China010821BJToshiba 的資料庫(kù)下載 TOSHIBA SHIFTS ITS STRATEGIC FOCUS TO APPLICATION SOLUTION AND CUSTOMER SERVICE IN CHINA NOTEBOOK MARKET Mission To be the most responsible IT product application solution and service provider Time Strategic focus 1996 1997 1998 1999 ? Product itself ? Channel development ? Application ? Customer service 20xx ? VIP certification focusing on core customers ? Channel development into 2nd tier geographies ? Application solution of mobile office concept Toshiba notebook strategy* in China Strategy evolvement * Toshiba notebook strategy in China is codeveloped by Digital China, Toshiba’s exclusive notebook chiefdistributor in China Source: literature research, interview SEC China010821BJToshiba 的資料庫(kù)下載 PRODUCT/MARKET 1. Background information ? Location