mckinsey为三星做的对haier的分析

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1、WhiteGoodsCompetitorAssessment–HaierSamsungElectronicsChina(SECChina)August,2001CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.This

2、materialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.Samsung010620BJ-HaierCONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberofemployeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Org

3、anizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribution(channelandsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricin

4、g1Samsung010620BJ-HaierCONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberofemployeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,advertisingandpromotionDistribut

5、ion(channelandsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing2Samsung010620BJ-HaierBACKGROUNDINFORMATIONSource:Annualreport;analystreports;website;Yuegang

6、InformationDailyLocation:QingdaoStartingyear:1984IPOdate:ListedrefrigeratorbusinessinNovember,1993Brandvalue(2000):~RMB30billionMarketshare:Refrigerator:31%;Washingmachine:29%;AirConditioner:20%;Microwave:2%Numberofemployees:30,000Equitystructure:KeyshareholdersPercentageHaier

7、GroupHaierElectronicInternationalCo,.Ltd31.44%17.93%SalesRevenue(2000):RMB40.6billion3Samsung010620BJ-HaierHAIER'sDEVELOPMENTWENTTHROUGHTHREESTAGESSource:Haier'swebsite,literaturesearchBrandingDiversificationandexpansionGlobalization1984-19911992-19981998-KeyinitiativeBuiltas

8、trongbrandnameinrefrigeratorsthroughawelldeve-lopedTQCsystemD