麦肯锡－三星竞争对手分析东芝(编辑修改稿)

麦肯锡－三星竞争对手分析东芝(编辑修改稿)内容摘要：

he 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 16 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 17 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 18 TOSHIBA’S GLOBAL NET SALES BY BUSINESS SEGMENT Source: Toshiba web site, Lit Search Yea 20xx (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 19 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 20 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 20xx 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 20xx • Local players increased market share from 65% in 1999 to ~67% in 20xx Rowa LG Panda Jinxing SkyworthRGB Xoceco Philips Haier Panasonic Hisense Toshiba TCL Changhong Konka Sony SEC China010821BJToshiba 21 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 20xx • Highend producers with superior technology in pixel resolution and brightness • Local players expected to acquire key PJTV technologies as of 20xx • 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 20xx 100% 35323332710151461~5~3~4 ~3100% SEC China010821BJToshiba 22 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 20xx Source: Lit search, McKinsey analysis SEC China010821BJToshiba 23 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 2。