hardwareglobalsummary-pcnotebook(ppt23)-經(jīng)營管理(編輯修改稿)
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【文章內(nèi)容簡介】 luences What is CRO, ECP? 11 75 74716425 262936Indirect Direct AN INCREASING SHARE OF PC SALES IS BEING DRIVEN BY THE DIRECT CHANNEL Source: Dataquest/IDC Percent of total sales by channel 1996 1997 1998 562816Direct response Inter (plete transactions) 222120101116Dealers/ resellers Consumer electronics Other Outbound Mass merchandise Increasingly, the growth of the direct channel is being driven by the Inter SI/VAR PC superstores 1999 12 2 0 2 5 %1 3 1 7206 1 0Gross margin SGamp。A Development costs Channel costs Pretax profit for vendor/OEM INDIRECT VS. DIRECT CHANNEL ECONOMICS 1998 Percentage of average sales price for mercial PC products Source: Industry literature。 Team analysis Indirect channel Direct/BTO channel (6 )+ 416 1 02 0 2 5 %8 1 813 ? Highly efficient direct sales model –Seamless interface between ordering and fulfillment with elimination of indirect distribution costs –Direct customer interface allowing for plete capture of customer demand information –Complementarity of the Inter to the sales model (unlike for indirect players, where the Inter results in channel conflict) –Develops virtual account executive to provide customized web interfaces for small and medium business –Targeted product design and custom configuration ? Superior operational model –Bestinclass supply chain management Most favorable procurement costs of any PC OEM –Greater margin capture from both the assembly and the ordering/fulfillment process –Superior product forecasting and inventory management –Lowest operating expense of any major PC OEM Tiny Ramp。D expense pared to Compaq DELL HAS OUT EXECUTED COMPETITORS TO BECOME AN INDUSTRY LEADER ? Dell will likely be able to sustain its petitive advantage in the longterm as indirect model constraints will remain ? The Inter may make Dell’s position even stronger ? Dell 1999 ROC=253%! 14 SIGNIFICANTLY LOWER OPEX AND INVENTORY LEVELS CREATE SUSTAINABLE COMPETITVE ADVANTAGE FOR DELL 0 . 0 %5 . 0 %1 0 . 0 %1 5 . 0 %2 0 . 0 %2 5 . 0 %3 0 . 0 %1996 1997 1998 1999Apple Compaq Micron Gateway Dell OPEX by Vendor % of Sales 0204060801001201996 1997 1998 1999Inventory Days of inventory Compaq Total Inventory1 Dell Total Inventory2 Compaq Internal Inventory While Dell’s petitive advantage may be narrowed over time due to initiatives by indirect players, the inherent advantages of the direct model will prevent them from being pletely eliminated 1 Includes Internal Inventory and Channel Inventory 2 Dell has no Channel Inventory, therefore Dell Total Inventory = Dell Internal Inventory Source: Goldman Sachs 15 DELL HAS ADDRESSED 3 KEY VALUECHAIN ELEMENTS TO BUILD A SUCCESSFUL DIRECT CHANNEL ? Increase inventory turns ? Fast turnaround time ? Reduce stockouts ? Product
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