dell in china sample case analysis presentation professor josh philpot april 10, 2008
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TRANSCRIPT
Agenda
Identification of Key Strategic Issues External Analysis Internal Analysis Summary SWOT Strategic Alternatives & Recommendations Questions & Answers
Key Strategic Issues
Taking advantage of an international opportunity in a high growth market
Adjusting business-level strategy in light of a rivalry
Leveraging core competencies in a foreign market
About Dell Founded in 1984 World’s largest computer vendor Revenues of $41 billion in 2004 Operates in 13 Asia Pacific markets with sales of $4.3B in
2004 Entered China in 1995 via export Started focusing on China in 1998
In 1998 established a local manufacturing and distribution operation
In 2004, Dell PCs captured 7% share in China
Industry Definition
Dell competes in the PC industry, selling enterprise systems, desktop computers and notebook computers.
External Analysis: Key Environmental Factors
Chinese population is 23% of world totalMain opportunities will be in the larger cities
where incomes are higher
Source: China Country Commercial Guide (CCG)
External Analysis: Key Environmental Factors Socio:
Purchasing expectations (try before they buy) Chinese attitudes and culture becoming more similar in purchasing
patterns and work ethic to U.S.
Economic: Chinese economy grew 9.8% in 2005 Total retail sales increased 13% China’s PC market estimated to grow 19% in 2004-2005 Low per capita incomes and unevenly distributed
Average US $1,583 Urban US $5,000 Middle class (200 million people) US $8,000
Source: China Country Commercial Guide (CCG)
External Analysis: Key Environmental Factors (new member of WTO but…)
China’s political system controls unions and financial institutions Legal and regulatory systems can be inconsistent Business based on relationships (guanxi) Intellectual property at risk
Tech Just 2.5% of urban Chinese own a computer Access and use of the internet is increasing
Global Sales opportunity (Asia/Pacific currently just 10% of Dell) China’s attractive low-cost manufacturing capabilities
Source: China Country Commercial Guide (CCG)
External Analysis: Porter’s Five Forces
Threat of New Entrants – HIGH Foreign and local competitors IBM, Compaq and HP also entered in 1990s Less government policy barriers (China joined WTO in 2002) Potential barriers include:
Access to distribution channels Scale economies (Local production plants)
Substitutes – NONE
Bargaining Power of Suppliers – LOW Dell and most competitors are vertically integrated
External Analysis: Porter’s Five Forces
Bargaining Power of Buyers – MODERATE Few buyers purchase a large portion of industry output
State-owned companies, MNCs and educational institutions Sales account for a large portion of Dell’s sales revenue
50% from government, education, telecoms, power and finance. Brand reputation and product differentiation can mitigate
Competitive Rivalry – INTENSE High profit potential due to industry growth
Main buyers are institutions with more resources than individuals Price pressure from local competitors High fixed costs of production capacity High strategic stakes (focus on market share) Aggressive competitive response
Lenovo adopting Dell’s direct sales model in China Lenovo’s joint venture with IBM to increase it’s share Lenovo’s brand campaign to improve recognition
Competitors Future objectives:
Build market share rapidly Current strategy:
Cost leadership (Lenovo, Founder, Tongfang) Differentiation (HP, IBM & Compaq) Focused on consumer market Lenovo positioning itself to challenge in high-end
Competitors Key Strengths:
Chinese competitors: market knowledge and low cost advantage.
American competitors: technology and brand recognition
Key Weaknesses: Chinese competitors: brand recognition American competitors: higher costs
Customer High-end Customers
State-owned companies MNCs Government Educational institutions Large Corporate Accounts (1,500+ employees in Telecoms, Power
and Finance Individual Consumers Behavior:
Consumer market is price sensitive Prefer a trial use of PCs before purchase Internet purchases were uncommon but internet users increasing Best way to reach is through retailing (Kiosks) Value product quality, especially high-end customers Brand loyal
Key Financial RatiosFY 2005 FY 2004 FY 2003 FY 2002 FY 2001
Profitability RatiosGross Profit Margin 18.32% 18.22% 17.93% 17.67% 20.21%Net Profit Margin 6.75% 6.38% 5.99% 5.71% 7.06%Return on Equity 51.24% 42.12% 43.55% 37.92% 40.02%
Liquidity RatiosCurrent Ratio 1.20 0.98 1.00 1.05 1.43Quick Ratio 1.16 0.95 0.96 1.01 1.38
Leverage RatiosDebt to Total Assets 0.72 0.67 0.69 0.65 0.59 Debt to Equity 2.58 2.08 2.17 1.88 1.43 Long-term Debt to Equity 0.40 0.34 0.34 0.28 0.23
Activity (Efficiency) RatiosInventory Turnover 107.20 126.74 115.70 112.12 79.72Accounts Receivable Turnover 11.15 11.40 13.69 13.74 13.16Average Collection Period 32.29 31.58 26.30 26.21 27.37
Key Growth RatesSales 18.73% 17.06% 13.59% -2.26%Net Income 25.63% 24.65% 19.21% -20.89%Current Assets 58.91% 19.15% 13.29% -19.01%Current Liabilities 29.74% 21.97% 18.81% 10.93%
Key Resources Key tangible resources:
WW market leadership & financial resources ($8B in China) Direct sales system and customer service Local production plant in China Alliance with Oracle Manufacturing (“Build-to-order) and low inventory” strategy “Just-in-time” model (6 days vs. 40 days of supply) Portfolio of award-winning products
Key intangible resources: Strong brand Reputation (“Dell experience” of high-quality products, support and
service) Innovative in its technology, business practices and customer service
http://www.dell.com/content/topics/global.aspx/corp/en/home?c=us&l=en&s=corp
Core Competencies
Ability to simplify PCs and the supply chain since their beginning
Ability to understand customer needs and deliver innovative technology and services
Ability to use technology to simultaneously improve customer experience and contain costs
Ability to operate a direct business model
All are valuable, rare, costly to imitate and Nonsubstitutable.
Value Chain Analysis
Primary activities of value: Operations: Manufacturing processes contain costs well Outbound logistics: Direct sales model Service: High responsiveness to customer needs
Support activities of value: Technological development: Innovative web site and IT
infrastructure Firm infrastructure: Visionary founder and management
team
SWOT Analysis
StrengthsStrengths
WeaknessesWeaknesses
OrganizationalOrganizationalanalysisanalysis
OpportunitiesOpportunities
ThreatsThreats
EnvironmentalEnvironmentalanalysisanalysis
Strengths & Weaknesses Strengths:
Reputation Manufacturing plant (build-to-order capability, JIT) Direct sales model (on line and phone order capability) Strong sales revenue in 2003 ($8 Billion) Strategic alliance with Oracle Product performance (Best Overseas PC Corporation
Award) Weaknesses
No low cost advantage that will allow them to compete in the consumer segment
Possible cost advantages not realized from their China plant
Opportunities Large population in China and economic growth potential
(Dell’s fourth largest market) PC market expected to grow by 19% Only 2.5% of urban Chinese own PCs
Sales potential in larger cities
Reduction in tariffs on IT products makes it less costly to export to China
Expansion into Japan, Korea and Taiwan
Risks Low GDP per capita in China Weak government protection of IP Moderately high threat of entry of new competitors Intense rivalry among competitors Lenovo-IBM joint venture Lenovo’s copying of Dell’s direct sales model Lenovo’s attempts to boost brand recognition
General Problem Statement
Dell faces a rivalry from Chinese PC firms, in particular Lenovo’s (Legend) attempts to copy Dell’s direct sales approach and build brand recognition. (At risk is Dell’s dominance of the high end market)
Will require a cost advantage to re-enter the low-cost segment. (At risk is the Dell customer experience of product quality and service levels or accepting declining profits)
Strategic Alternatives
Lower costs to be viable and establish a presence in the low-end (consumer market) before competitors
Abandon the low-end and put all resources on defending the high-end (corporate market) where Dell currently has an advantage
Challenge Lenovo in other Asian markets that are important to it while increasing product quality and services in China
Strategic Recommendation:
Expand and defend the high-end of the market
Implementation Continue Dell’s business level strategy of differentiation
Based on product quality, build-to-own capability and direct sales method Continue to innovate and outpace the Lenovo-IBM partnership Build brand recognition in China as Lenovo’s doing worldwide Grow direct ordering via the internet (increasing Chinese web usage) Leverage penetration in LCAs (>1,500 emp.) for increased “share of wallet” Challenge Lenovo in other important Asian markets while increasing product quality and
services in China Prepare for wireless/mobility trend and strengthen notebook offering Eventually broaden reach to penetrate low-end and rural areas
Develop the infrastructure to service, support and sell (different than urban areas) Requires a low-cost, differentiated product line (e.g. AMD, no Windows OS) Learn the Chinese market to overcome “foreignness” and local rivals Explore alternative sales channels (besides direct) to reach small cities
Dell to build second factory in China New facility will double Dell's current production capacity in China
By Sumner Lemon, IDG News Service
March 25, 2005
Dell announced on Thursday plans to build a second manufacturing plant in southeastern China. The new plant will be constructed in Xiamen, Fujian province, where Dell already has one factory, according to the company. The new manufacturing plant will produce PCs for Dell customers in northern Asia, including China and Japan, the company said, adding that the new facility will double the company's current production capacity in China. The company did not disclose what that capacity is.
China is the world's second-largest PC market, after the U.S., and continues to grow at a healthy clip. According to Gartner, 14.9 million PCs were sold in China last year and shipments grew by 14.9 percent. Dell has the largest market share of any foreign PC maker in China, but rivals IBM and Hewlett-Packard closed the gap last year by growing faster than their rival from Round Rock, Texas, according to market analysts Gartner and IDC.
Despite the best efforts of foreign PC makers, the Chinese PC market continues to be dominated by local players, with Lenovo Group holding the largest share of the market.
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