mckinsey三星对haier的分析.ppt
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1、White Goods Competitor Assessment Haier Samsung Electronics China(SEC China)August,2001CONFIDENTIALThis report is solely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from McKinsey&
2、Company.This material was used by McKinsey&Company during an oral presentation;it is not a complete record of the discussion.Samsung010620BJ-HaierCONTENTS 1.Background informationLocationStarting yearIPO date Number of employeesBrand valueMarket shareSales revenue Equity structureEra analysis4.Value
3、 chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureSales Profit 2.Strategy 3.Product/market Corporate strategyKey product offeringsMarket position Key customersValue propositionGeogra
4、phic focusPricing1Samsung010620BJ-HaierCONTENTS 1.Background informationLocationStarting yearIPO date Number of employeesBrand valueMarket shareSales revenue Equity structureEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promoti
5、onDistribution(channel and sales force)Organization structureSales Profit 2.Strategy 3.Product/market Corporate strategyKey product offeringsMarket position Key customersValue propositionGeographic focusPricing2Samsung010620BJ-HaierBACKGROUND INFORMATION Source:Annual report;analyst reports;web site
6、;Yuegang Information Daily Location:QingdaoStarting year:1984IPO date:Listed refrigerator business in November,1993Brand value(2000):RMB 30 billionMarket share:Refrigerator:31%;Washing machine:29%;Air Conditioner:20%;Microwave:2%Number of employees:30,000Equity structure:Key shareholdersPercentageHa
7、ier GroupHaier Electronic International Co,.Ltd 31.44%17.93%Sales Revenue(2000):RMB 40.6 billion3Samsung010620BJ-HaierHAIERs DEVELOPMENT WENT THROUGH THREE STAGESSource:Haiers website,literature searchBrandingDiversification and expansionGlobalization1984-19911992-19981998-Key initiativeBuilt a stro
8、ng brand name in refrigerators through a well deve-loped TQC systemDiversified the product portfolio to avoid having all the com-panys eggs in one basket through mer-gers and acquisitionsTo build an international brand name Aspires to become fortune 500Key resultsWon the first prize in the most favo
9、rite light industry products refrigerators”5 years in a rowWon the state prize for quality managementPresented with the customer satisfaction cup by Chinas customer satisfaction movement congressAcquired 14 enterprises under the eating dormant fish strategy.Successfully turned these businesses aroun
10、d by leveraging Haiers brand and introducing Haiers OEC managementExpanded product portfolio from 1 product to over 9,000 products in 42 categoriesSold products to over 160 countries and regions and established more than 38,000 sales outlets across the world4Samsung010620BJ-HaierHaiers brand value i
11、n 2000:RMB 30 billionHAIERs BRAND BECAME TREMENDOUS INTANGIBLE ASSETSource:Literature search,web siteExamples of Haiers successful investment with its brandAcquired Qingdao Red Star Electronic Company and changed its washing machines brand into Haier.With the help of OEC management,quickly turned th
12、e company into a profitable business.Haier became the No.1 brand for washing machine the next year and enjoyed the highest market shareAcquired controlling shares of Shunde Washing Machine Factory with Haier brand and quickly turned around the businessTook controlling shares of Hangzhou Haier Electr
13、onic Company with Haier brand and developed Haier series of color TV5Samsung010620BJ-Haier Source:WebsiteKitchen appliances RefrigeratorFreezerMicrowaveGas range Small appliances Electric ironVacuum cleaner Ventilating appliancesAir conditionerRange hoodAir purifier Cleaning appliancesWashing machin
14、eElectric water heater HAIER OFFERS BROAD RANGE OF PRODUCTS Haiers key product offerings Mobile handset Telecommunications Brown goods Color TVVCDTelephonePCPDA IT6Samsung010620BJ-HaierHAIER HAS SUCCESSFULLY EXPANDED INTO GLOBAL MARKETSource:Annual reportDevelop global distribution network62 distrib
15、utors and around 38,000 outlets across the worldSet up production facilities overseasSet up plants in Indonesia,Philippines,Malaysia,East Europe,US1999 exportsRefrigerator:568,000 unitsAir conditioner:200,000 unitsWashing machine:190,000 unitsRefrigerator market share in US(2000)124 L:30.1%183-266L:
16、35.88%7Samsung010620BJ-HaierCONTENTS 1.Background informationLocationStarting yearIPO date Number of employeesBrand valueMarket shareSales revenue Equity structureEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribut
17、ion(channel and sales force)Organization structureSales Profit 2.Strategy 3.Product/market Corporate strategyKey product offeringsMarket position Key customersValue propositionGeographic focusPricing8Samsung010620BJ-HaierHAIERs STRATEGIC FOCUS IN 2001 Source:Haiers annual report Value war instead of
18、 price warFocus on improving technical contents in products Produce individualized productsGlobal competitive advantageArrange all business processes around order flow Build competitive advantage in quality,cost and lead time through OEC management Product development Develop products that are tailo
19、red for different countries and regions Improve technology in large capacity refrigerators and network refrigerators Improve production capability for special refrigerators Human resource Provide rigorous trainings to employees and develop them into industry experts and management experts ServiceBui
20、ld extensive and exclusive service network to ensure strong reputation of being a service leader9Samsung010620BJ-HaierCONTENTS 1.Background informationLocationStarting yearIPO date Number of employeesBrand valueMarket shareSales revenue Equity structureEra analysis4.Value chain strategy5.Organizatio
21、n and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureSales Profit 2.Strategy 3.Product/market Corporate strategyKey product offeringsMarket position Key customersValue propositionGeographic focusPricing10Samsung01
22、0620BJ-HaierHAIERSs KEY WHITE GOODS OFFERING Source:Literature searchWhite goods Wide range of typesSide-by-side Refrigerator Washing machine Air conditioner Microwave Product type Double chamberDrum Pulsator WindowSplit Packaged Central airGrill and non-grillMechanic and electronic11Samsung010620BJ
23、-HaierHAIER WHITE GOODS MARKET SHARE,2000 Refrigerator Washing machine Air conditioner Percent Source:LIICMicrowave12Samsung010620BJ-Haier*Rongsheng and Kelon combined Source:SINO-MR,GfK,LIIC100%=1998Others 1999200037.415.58.72.732.435.713.88.25.95.728.030.912.38.610.08.826.1Samsung Electrolux Meili
24、ng Kelon*Haier Siemens 8.69.19.4Haier and Kelon are the leading players.However,their market shares are decreasing Although latecomers to the market,Electrolux and Siemens are quickly building up their positions by focusing on mid-to high-end and high-end markets Compared to other MNC players,Samsun
25、gs growth in the market is rather slow Millions units,percent Refrigerator market share of major players in major cities4.5-6.215.6270.7101.23.9-6.9-5.0CAGR(98-00)PercentSamsungHaier/Kelon/Meiling Siemens/Electrolux2.63.32.70.7HAIER IS A LEADING PLAYER IN MOST OF WHITE GOODS MARKETSREFRIGERATOR EXAM
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