【文章內(nèi)容簡介】 nology TVs . PJTV, Digital TV, LCD and PDP which have significantly higher profit margins. Source: Lit search, McKinsey analysis SEC China010821BJToshiba 資料庫下載 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 2000 ? 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 資料庫下載 PRODUCT/MARKET 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 資料庫下載 TOSHIBA’S GLOBAL NET SALES BY BUSINESS SEGMENT Source: Toshiba web site, Lit Search Yea 2000 (165。 billion) 7%10%23%9%23%28%Information amp。 Communications amp。 Industrial Systems 165。1,858 Power Systems 165。571 Electronic Devices amp。 Components 165。1,477 Digital Media 165。1,518 Home Appliances 165。660 Others 165。473 SEC China010821BJToshiba 資料庫下載 DALIAN TOSHIBA39。s KEY TV PRODUCT OFFERINGS Color TVs (inch, model no.) ? Projection TV Series: 43’ – 61’ – 61D9UXC – 50D9UXC – 43D9UXC – 50D8UXC – 43D8UXC Source: Company website, Lit search ? CRT TV Series: 21’ – 29’ – 29D2DC – 29D2XC – 25D2XC – 25E3DC3 – 21D2NC ? Flat TV Series: 21’ – 34’ – 34D8UXC – 34D6DC – 29D8UXC – 29D6DC – 29D3XC – 25D6XC – 21AF6C SEC China010821BJToshiba 資料庫下載 DALIAN TOSHIBA’S MARKET POSITION IN CHINA’S CONVENTIONAL CRT TV MARKET: NO. 5 MARKET SHARE LEADER Market share by sales, % Source: GFK, McKinsey Analysis, External interviews: Konka, Sony, Toshiba 9 . 7 1 1 . 79 . 69 . 37 . 4 7 . 57 . 07 . 37 . 0 5 . 76 . 65 . 04 . 24 . 94 . 23 . 94 . 04 . 63 . 0 3 . 32 . 2 2 . 22 . 0 2 . 41 3 . 01 3 . 71 1 . 21 0 . 96 . 46 . 3 %1999 2000 Others 100% 100% Key trends Rationale ? Industry undergoes further consolidation ? Foreign players lose market share to local players ? Top five players in the market –Changhong, TCl, Konka, Hisense, Skyworth,controlled % of the market in 1999 grew to % in 2000 ? Local players increased market share from 65% in 1999 to ~67% in 2000 Rowa LG Panda Jinxing SkyworthRGB Xoceco Philips Haier Panasonic Hisense Toshiba TCL Changhong Konka Sony SEC China010821BJToshiba 資料庫下載 DALIAN TOSHIBA’S MARKET POSITION IN CHINA’S PJTV MARKET: NO. 1 MARKET SHARE LEADER Source: GFK, internal interview, literature search, external interviews: Sony, Panasonic, Toshiba Key trends Rationale ? Established MNCs, Toshiba, Sony will continue to dominate market ? Local players start establishing themselves by 2020 ? Highend producers with superior technology in pixel resolution and brightness ? Local players expected to acquire key PJTV technologies as of 2020 ? As parison, Changhong alone now controls ~ 20% of large screen CRTV market, local players likely to gain similar share in PJTV market Market share by sales Percent Local (Konka Changhong, etc) Other MNCs Hitachi Panasonic Samsung Sony Toshiba 1999 2000 100% 35323332710151461~5~3~4 ~3100% SEC China010821BJToshiba 資料庫下載 PJTV PLAYERS’ STRENGTHS AND WEAKNESSES Company Strengths/weaknesses Toshiba ? Strong brand name ? Aggressive sales and marketing Sony ? No. 1 brand name ? Premium market with highest industry profits Samsung ? Strong quality in resolution and brightness ? Solid position in the market ? Comparable technology with Japanese counterparts Other MNCs: Panasonic, Philips, etc. ? Possess the technology, but yet to establish themselves in market Local panies: TCL, Konka, Hinsense, Haier, Changhong ? Lack the key technologies for PJTV ponents – tubes and screen ? Lowend brand have resulted in low sales volume ? Will fill up the technology gap by about 2020 Source: Lit search, McKinsey analysis SEC China010821BJToshiba 資料庫下載 TOSHIBA HAS A FULLLINE PROUCT OFFERING IN NOTEBOOK, COVERING LOWEND TO PREMIUM SEGMENT Source: Literature research Key product offerings ? Satellite Series 2800 (, , ) ? Portege Series (7220CT, 3480CT, 3490CT) ? Tecra Series (8100H, 8000J, 8200) ? Satellite 1750 () ? New satellite 2800 (, ,) ? Satellite Pro 4600 (, , ) ? New Satellite Pro 4600 () ? Satellite 3000 () Source: literature research SEC China010821BJToshiba 資料庫下載 TOSHIBA IS