新形势下戴尔电脑的竞争策略与可行性研究【毕业论文】.doc

1、本科毕业设计（20届）新形势下戴尔电脑的竞争策略与可行性研究RESEARCHONDELLINCSCOMPETITIVESTRATEGIESANDTHEIRAVAILABILITY所在学院专业班级工商管理学生姓名学号指导教师职称完成日期年月I摘要长久以来，戴尔电脑一直是个人电脑与互联网基础设备生产与销售行业的领跑者。然而，由于近年来其他竞争者模仿与秒袭戴尔电脑的直接销售模式和成本销减策略，戴尔渐渐失去了他在传统意义上的核心竞争力，那就是无可比拟的低价优势。加上其他一些外部因素，如消费者偏好的改变，戴尔电脑的业绩近年来一直在走下坡。为了改变现状，戴尔电脑必须重新考虑他的竞争策略，并重新建立他的核心

2、竞争力。这篇论文的主要目的就是提出和评估一些可行的竞争策略与实践。关键词戴尔电脑；核心竞争力；竞争策略；成本控制RESEARCHONDELLINCSCOMPETITIVESTRATEGIESANDTHEIRAVAILABILITYABSTRACTDELLINCHASLONGBEENTHEMARKETLEADERINPERSONALCOMPUTERANDINTERNETINFRASTRUCTUREFACILITYMANUFACTURINGANDRETAILINGINDUSTRYHOWEVER,ASOTHERCOMPETITORSIMITATEITSDIRECTMODELANDSTRATEGYIN

3、COSTREDUCTION,DELLGRADUALLYLOSESITSTRADITIONALCORECOMPETENCY,WHICHISCOMPETITIVEPRODUCTPRICINGWITHOTHERFACTORSCOMINGUP,SUCHASCHANGESINCONSUMEREXPECTATIONSANDPREFERENCES,DELLISGOINGDOWNTHESLOPEINRECENTYEARSTOSWITCHTHISSITUATION,DELLHASTOTHINKOFWAYSTOESTABLISHANDENHANCEITSCOMPETITIVEADVANTAGESTHEMAINOB

4、JECTIVEOFTHISPAPERISTOESTABLISHANDEVALUATEPOSSIBLEALTERNATIVESTRATEGIESFORDELLTOREGAINMARKETSHARESANDLONGTERMVIABILITYKEYWORDSDELLINCCORECOMPETENCYCOMPETITIVESTRATEGYCOSTREDUCTIONIICONTENTSCONTENTSIIINTRODUCTIONEXECUTIVESUMMARY错误未定义书签。SECTION1,BACKGROUNDSTUDYANDANALYSIS错误未定义书签。11COMPANYFOUNDATIONAND

5、LEADERSHIPHISTORY错误未定义书签。12ROUTETOSUCCESS313DELLUNDERPERFORMS714MICHAELDELLRETURNSASCEO815NEWSTRATEGYRETAILATTEMPT916NEWSTRATEGYCOSTREDUCTIONANDPRODUCTSPECIALIZATION917INDUSTRYENVIRONMENTCOMPETITION10171ACERINC11172APPLEINC11173HEWLETTPACKARDHP13174LENOVOGROUPLIMITED14SECTION2EXTERNALASSESSMENTOPPOR

6、TUNITYITSOLDTWICEASMUCHSTORAGECAPACITYIN2002THANIN2001ANDITFURTHERREDUCEDITSDAYSOFINVENTORYTOFOURDAYSIN2003,ACKNOWLEDGINGITSEXPANSIONINTOOTHERHARDWAREPRODUCTS,DELLDROPPEDTHEWORD“COMPUTER”FROMITSCOMPANYNAMEKEVINROLLINS,PRESIDENTANDCHIEFOPERATINGOFFICER,STATEDTHATDELLAIMEDFOR30TO40PERCENTOFTHEGLOBALMA

7、RKETFORALLTHEPRODUCTSITMADEACCORDINGTOROLLINS,“OURGOALISTOSHRINKTHEPROFITPOOLANDTAKETHEBIGGESTSLICEOURGROSSMARGINSAREINTHE18TO19PERCENTRANGEWEDONTNEED40PERCENT”IN2004,DELLWASTHEWORLDSLEADINGSUPPLIEROFCOMPUTERSYSTEMSFORTHESECONDCONSECUTIVEYEARINTHEUSMARKET,ITHADBEENTHELEADINGSUPPLIERFORTHEPASTFIVEYEA

8、RSITSBUSINESSWASPROFITABLEINEVERYGEOGRAPHICMARKET,CUSTOMERSEGMENTANDPRODUCTCATEGORYITSPRODUCTSHIPMENTSGREW26PERCENT,THREE7TIMESTHEAVERAGEOFOTHERCOMPANIESDELLCOINEDTHETERM“THEDELLEFFECT”TOEXPLAINTHEINCREASEINCUSTOMERVALUEASARESULTOFDELLENTERINGANEWPRODUCTCATEGORYADROPINPRICEANDANINCREASEINVALUEDELLID

9、ENTIFIEDFOURSTRATEGICINITIATIVESTHATWOULDHELPTHECOMPANYTOCONTINUETOGROWDRIVINGGLOBALGROWTH,ATTAININGPRODUCTLEADERSHIP,CONTINUOUSLYIMPROVINGTHECUSTOMEREXPERIENCEANDENHANCINGDELLSWINNINGCULTUREPRODUCTLEADERSHIPWASDEFINEDAS“BRINGINGTOMARKETEXACTLYWHATCUSTOMERSWANT,WHENTHEYWANTIT,FORTHEBESTVALUEINTHEIND

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11、DPCSASEVIDENCEDBYTHENONPCPRODUCTS,SUCHASSERVERS,STORAGESYSTEMS,SERVICESANDPRINTERS,WHICHACCOUNTEDFORMORETHANHALFOFITSREVENUEANDANEVENGREATERPORTIONOFITSOPERATINGINCOMEIN2006,MANUFACTURINGPLANTSANDCUSTOMERSERVICEFACILITIESWEREOPENEDINGERMANY,SCOTLAND,IRELAND,INDIA,ELSALVADOR,CANADA,JAPAN,CHINA,THEPHI

12、LIPPINESANDTHEUNITEDSTATESDELLCONTINUEDTOATTRIBUTEITSSUCCESSTOITSDIRECTMODELDIRECTCUSTOMERRELATIONSHIPS,INFORMATIONOVERINVENTORY,WORLDCLASSMANUFACTURING,SUPERIORCUSTOMERINFORMATION,ANDEXECUTIONEXCELLENCE13DELLUNDERPERFORMSSTARTINGIN2006,DELLBEGANTOLOSESHAREINTHEUSCONSUMERSEGMENTTOHP,APPLEANDOTHERCOM

13、PETITORSANALYSISATTRIBUTEDDELLSSHARELOSSESTOANUMBEROFFACTS,INCLUDINGDELLSOWNINTERNALISSUES,GROWTHOFUNITSSOLDTHROUGHRETAILANDCOMPETITIVEPRESSUREFROMHPANDAPPLEANOTHERVIEWPOINTSUGGESTEDTHATIMPROVINGTECHNOLOGYANDDECREASINGCOSTREDUCEDTHENEEDFORCUSTOMIZATIONMANYCOMPONENTSTHATCOSTEXTRAINTHEPASTNOWCAMEASSTA

14、NDARDISSUESITEMSINRETAILPCS,PRICESFORTHEPCSHAD8DROPPEDBYHALFSINCETHELATE1990SDELLWASALSOLOSINGMARKETSHAREASCOMPETITORSIMITATEDITSSUPPLYCHAININNOVATIONSANDLOWEREDTHEIRPRICES14MICHAELDELLRETURNSASCEOINJANUARY2007,AFTERMONTHSOFPOORFINANCIALPERFORMANCEANDNEGATIVENEWSCOVERAGE,KEVINROLLINSRESIGNEDASCEO,MA

15、KINGWAYFORMICHAELDELLTORETURNTOHISFORMERROLEASCEOINADDITIONTOSLUGGISHSALESANDPROFIT,DELLWASUNDERINVESTIGATIONBYTHESECURITIESANDEXCHANGECOMMISSIONFORACCOUNTINGIRREGULARITIESTHATRELATEDTOTHETIMINGANDRECOGNITIONOFINCOMEANDEXPENSESANINVESTIGATIONTHATHADBEGUNINAUGUST2006IDENTIFIEDEVIDENCETHATCERTAINADJUS

16、TMENTS,TYPICALLYATTHECLOSEOFTHEQUARTER,APPEAREDTOHAVEBEENMOTIVATEDBYFINANCIALTARGETSTHEINVESTIGATIONALSOFOUNDTHAT,INSOMECASES,BUSINESSUNITPERSONNELHADNOTPROVIDEDCOMPLETEINFORMATIONTOCORPORATEHEADQUARTERSAND,INOTHERINSTANCES,PURPOSEFULLYINCORRECTORINCOMPLETEINFORMATIONABOUTTHESEACTIVITIESHADBEENPROVI

17、DEDTOINTERNALOREXTERNALAUDITORSTOCORRECTTHEIRREGULARITIES,DELLRESTATEDITSFINANCIALSTATEMENTSFROM2003TO2006THECHANGETONETREVENUEFOREACHANNUALPERIODLEDTOAREDUCTIONOFLESSTHANONEPERCENTOFTHEPREVIOUSLYREPORTEDREVENUEFORTHEPERIODTHECUMULATIVECHANGETONEWINCOMEFROM2003TO2006WASAREDUCTIONOFBETWEEN50MILLIONTO

18、150MILLIONTHEADJUSTMENTDIDNOTHAVEAMATERIALEFFECTONTHECASHFLOWSIN2007,DELLLOSTITSLEADASTHEWORLDSTOPPERSONALCOMPUTERMAKERTOHEWLETT_PACKARDDELLSGLOBALMARKETSHAREOFPCSHIPMENTSHADDROPPEDTO152PERCENTFROM182PERCENTAYEAREARLIERDURINGTHESAMEPERIOD,HEWLETTPARKARDSPCSHIPMENTSHADRISENFROM165PERCENTTO191PERCENTT

19、HECONSUMERMARKET,ITSEEMED,HADCHANGEDSIGNIFICANTLYINTHEPASTTHREEYEARS,ANDDELLWASTRYINGTOCATCHUP915NEWSTRATEGYRETAILATTEMPTIN2007,DELLBEGANSELLINGTWOMODELSOFITSLOWENDDIMENSIONPERSONALCOMPUTERSIN3500WALMARTSTORESINTHEUNITEDSTATES,CANADAANDPUERTORICOMICHAELANNOUNCEDTHENEWRETAILSTRATEGYTOEMPLOYEESBYNOTIN

20、GTHAT“THEDIRECTMODELHASBEENAREVOLUTION,BUTISNOTARELIGION”ONTHEDAYOFDELLSANNOUNCEMENT,ITSSHARESCLOSEDDOWN14PERCENTTOUS2589PERSHAREDELLSSHAREPRICEHADNEVERRECOVEREDSINCEITSFALLFROMANALLTIMEHIGHOFUS13988PERSHAREREACHEDINFEBRUARY1998DELLNOLONGEROFFEREDDETAILEDFINANCIALGUIDANCEMICHAELCALLEDEARNINGSPROMISE

21、SATRAPTHAT“CAUSEUSTO,EVERYTURNOFTHECRANK,THINKALITTLEBITMORESHORTTERMUNTILULTIMATELYWESORTOFDROVEOURSELVESOFFTHECLIFF”,ANANALYSISESTIMATEDTHAT,IN2007,DELLSCONSUMERBUSINESSWASOPERATINGATBREAKEVEN,WHEREASPROFITMARGINSATCOMPETITORSCONSUMERSEGMENTSWERE50PERCENTFORHP,32PERCENTFORLENOVOAND21PERCENTFORACER

22、BYDECEMBER2007,DELLHADANNOUNCEDTHATITSPCSWOULDBECARRIEDINFURTHER6500LOCATIONS,FOLLOWINGPARTNERSHIPSWITHSTAPLES,BESTBUY,GOME,CARREFOUR,BICCAMERAANDCARPHONEWAREHOUSETHEINTENTIONWASTODEVELOP,INEACHOFTHE20COUNTRIESINWHICHITCOMPETED,ONETOTWORETAILPARTNERSHIPSINADDITIONTOITSRETAILSTRATEGY,DELLSTARTEDTOSEL

23、LTHROUGH“RESELLERS,”OUTSIDECOMPANIESTHATDESIGNEDANDINSTALLEDCOMPUTERSYSTEMSFORSMALLBUSINESSESANDCORPORATECLIENTS16NEWSTRATEGYCOSTREDUCTIONANDPRODUCTSPECIALIZATIONDELLWASTARGETING3BILLIONINANNUALCOSTSAVINGSBY2011THROUGHTWOCOSTSAVINGINITIATIVES“REDUCECOGS”ANDDECREASE“OPEX”SEEKINGAREDUCTIONINCOGS,DELLW

24、OULDOPTIMIZEITSGLOBALMANUFACTURINGNETWORK,REDESIGNITSSUPPLYCHAIN,CUTDEVELOPMENTTIME,DESIGNFORCUSTOMERREQUIREMENTS10ANDREDUCECOMPLEXITYTODECREASEOPERATINGEXPENSES,DELLWOULDREDUCECOMPENSATIONANDBENEFITCOSTS,DECREASEHEADCOUNT,IMPROVEPRODUCTIVITYANDTIGHTENDISCRETIONARYSPENDOFTHE3BILLION,25PERCENT,OR750M

25、ILLIONWOULDCOMEFROMPERSONNELREDUCTIONSANDTHERESTWOULDCOMEFROMACOMBINATIONOFIMPROVEDPRODUCTDESIGN,DEVELOPMENTANDMANUFACTURINGFULLSYSTEMMANUFACTURINGWOULDBEOUTSOURCEDTOPARTNERSLOCATEDINLOWCOSTCOUNTRIESSUCHASCHINATHESEPARTNERSWOULDBUILDCOMPUTERTORETAILERSFORECASTS,DIRECTLYSHIPPINGFULLSYSTEMSTOTHERETAIL

26、ERBYTHEENDOFFISCAL2008,DELLPCSWEREBEINGSOLDINMORETHAN12000RETAILOUTLETSTHECOMPANYALSOINTRODUCEDAREDESIGNEDPCNAMED“XPSONE”ITWAS“PERHAPSTHEMOSTBEAUTIFULDELLEVER,REFLECTINGASEAOFCHANGEINDESIGNWEAREBRINGINGTOCUSTOMERS,”SAIDMICHAEL“THISALLINONEPREMIUMCONSUMERELECTRONICSSYSTEMOFFERSTHEBESTINSTYLE,ENTERTAI

27、NMENT,DESIGNANDFEATURES”DURINGTHECOMPANYSFISCAL2008REVIEW,MICHAELSTATEDTHATDELLSSTRATEGYWOULDBETOFOCUSBOTHONBECOMINGMORECOMPETITIVEBYREDUCINGCOSTSANDONGROWINGTHECOMPANYINTHECONSUMER,ENTERPRISEANDEMERGINGMARKETSTOENSURETHATTHEFOCUSONPRODUCTSTHATAPPEALEDTOCONSUMERSWASNOTLOST,DELLSEPARATEDITSPRODUCTDES

28、IGNDEPARTMENTINTOCONSUMERANDCOMMERCIALTEAMS17INDUSTRYENVIRONMENTCOMPETITIONINTHESECONDQUARTEROF2008,HPWASTHETOPGLOBALPCVENDORWITHAN189PERCENTSHAREOFUNITSDELLHAD164PERCENTOFTHEMARKET,ANDKEYCOMPETITORSACERINC,APPLE,INCANDLENOVOHAD95PERCENT,35PERCENTAND79PERCENTRESPECTIVELY171ACERINC11ACERINCWASFOUNDED

29、IN1976BYSEVENTAIWANESEENTREPRENEURSWHOLAUNCHEDTHECOMPANYASADISTRIBUTOROFELECTRONICPARTSANDACONSULTANTINTHEUSEOFMICROPROCESSORTECHNOLOGIESACERGREWINSIZEWHENITPURCHASEDTEXASINSTRUMENTSNOTEBOOKDIVISIONIN1997ACEROUTSOURCEDITSPCPRODUCTIONTOCONTRACTMANUFACTURERSHOWEVER,IN1999,ITSPUNOFFITSMANUFACTURINGARM,

30、WISTRONCORP,BOTHTOFOCUSONACERBRANDEDPCSANDTOAVOIDCONFLICTSOFINTERESTWITHITSCONTRACTMANUFACTURINGSERVICESACERSTRENGTHENEDITSUSPRESENCEBYPURCHASINGGATEWAYINCIN2007ANDPACKARDBELLIN2008IN2008,ACERWASATAIWANESEMULTINATIONALELECTRONICSMANUFACTURERANDTHETHIRDLARGESTCOMPUTERMANUFACTURERINTHEWORLDAFTERHEWLET

31、TPACKARDANDDELLITSPRODUCTLINEUPINCLUDEDDESKTOPANDNOTEBOOKPCS,PERSONALDIGITALASSISTANTS,SERVERSANDSTORAGE,PERIPHERALSANDEBUSINESSSERVICESFORBUSINESS,GOVERNMENTS,EDUCATIONANDHOMEUSERSACER,WHICHSOLDITSPRODUCTSMAINLYTHROUGHRETAILCHANNELS,HADTHREEBRANDEDOFFERINGSITSACERBRANDCOMPETEDONPRICE,TYPICALLYOFFER

32、INGITSPRODUCTSATLESSTHANUS1200THECOMPANYACHIEVEDTHESELOWERPRICESBYFOCUSINGONCOSTMANAGEMENTBOTHINITSMANUFACTURINGOPERATIONSANDINTHELINUXSOPERATINGSYSTEMOVERMICROSOFTSREDUCEDCOSTS,DECREASEDCOMPUTERBOOTUPTO15SECONDSANDEXTENDEDBATTERYLIFEFROMFIVETOSEVENHOURS172APPLE,INCFOUNDEDIN1976,APPLEINCDESIGNEDMANU

33、FACTUREDANDMARKETEDDESKTOPANDNOTEBOOKCOMPUTERS,PORTABLEDIGITALMUSICPLAYERS,MOBILEPHONES,SOFTWARE,SERVICES,PERIPHERALSANDNETWORKINGSOLUTIONSAPPLETARGETEDTHEPREMIUMCONSUMER,THEEDUCATIONSECTORANDCREATIVEPROFESSIONALMARKETWITHITSLINEUPOFSTYLISHDESKTOPANDNOTEBOOKCOMPUTERSFOREXAMPLE,INTHECONSUMERDESKTOPMA

34、RKET,APPLESLINEUPDIDNOTOFFERALOWCOSTMODELDESPITETHE83PERCENTOFTOTALCONSUMERMARKETUNITSBEINGACCOUNTEDFORINTHE12SUB1000SEGMENTSIMILARLY,INTHECONSUMERNOTEBOOKMARKET,APPLEWASLARGELYABSENTFROMTHESUB1200SEGMENTSOFTHEMARKET,WHICHEXCLUDEDITFROM70PERCENTOFTHETOTALMARKETAFTEREXPERIMENTINGWITHFAILEDCONSUMERPRO

35、DUCTS,SUCHASDIGITALCAMERAS,PORTABLECDAUDIOPLAYERS,SPEAKERS,VIDEOCONSOLESANDTVAPPLIANCES,APPLELAUNCHEDTHEIMACIN1998,RETURNINGTHECOMPANYTOPROFITABILITYFORTHEFIRSTTIMESINCE1993INMAY2001,APPLEOPENEDTHEFIRSTAPPLERETAILSTORESINVIRGINIAANDCALIFORNIATHESAMEYEAR,ITINTRODUCEDTHEIPODPORTABLEDIGITALAUDIOPLAYER,

36、OFWHICH100MILLIONUNITSWERESOLDBY2008APPLESPCLINEUPINCLUDEDTHEIMACANDTHEMACBOOKAIR,APOPULAR,ULTRATHINNOTEBOOKINTRODUCEDINJANUARY2008APPLEPRODUCTSWEREAVAILABLEATMASSMERCHANDISER,SPECIALTYSTORESANDTHROUGHTHECOMPANYS200STORENETWORKOFAPPLERETAILSTORESAPPLEWASKNOWNINTHEINDUSTRYFORITSAESTHETICDESIGNANDDIST

37、INCTIVEADVERTISINGCAMPAIGNSONTHESTRENGTHOFITSDESIGN,APPLEACHIEVED,FROMITSLINEUPOFCOMPUTERS,GROSSMARGINSINTHE30PERCENTRANGE,EXCEEDINGTHEPCINDUSTRYAVERAGEBYMORETHAN1000BASISPOINTSAPPLEGENERATEDHALFITSREVENUEDIRECTLYTHROUGHITSRETAILSTORES,DIRECTSALESFORCEANDONLINESTORESTHEBALANCEOFSALESWASGENERATEDFROM

38、THIRDPARTYWHOLESALERSANDRESELLERSAPPLESCOMPUTERSWERESOLDATATOTALOFAPPROXIMATELY10,000RETAILLOCATIONSWORLDWIDEAPPLESKEYDIFFERENTIATORWASITSABILITYTODESIGNANDMARKETATOTALPRODUCTITWASTHEONLYCOMPANYINTHECOMPUTERINDUSTRYTODESIGNITSOWNOPERATINGSYSTEM,HARDWARE,APPLICATIONSANDRELATEDSERVICESTHERESULTWASOFTE

39、NAPRODUCTTHATWASBETTERINTEGRATED,EASIERTOUSE,ANDMOREAESTHETICALLYCONSISTENTTHANITSCOMPETITORS173HEWLETTPACKARD13HEWLETTPACKARDHPGREWFROMITSROOTSASANENGINEERINGANDMEDICALCOMPANYTOANINFORMATIONTECHNOLOGYCORPORATIONIN1999,HPSPUNOFFITSENGINEERINGANDMEDICALBUSINESSESASAGILENTIN2002,HPMERGEDWITHCOMPAQCOMP

40、UTERS,BECOMINGAMAJORPLAYERINTHEDESKTOPS,NOTEBOOKSANDSERVERSBESIDESMAKINGPCSMOREATTRACTIVETOCONSUMERS,HPINCLUDEDUSERFRIENDLYFEATURES,SUCHASTHEABILITYTOCHECKEMAILANDAPPOINTMENTSWITHOUTHAVINGTOWAITFORTHEMACHINETOBOOTUPHPSMARKETINGTEAMPITCHEDTHEIRPCSASAPERSONALREFLECTIONOFCONSUMERSDESIRESANDNEEDSUSINGTH

41、ETAGLINE,“THECOMPUTERISPERSONALAGAIN,”HPDEVELOPEDADVERTISEMENTSFEATURINGENTERTAINERSSUCHASSHAWN“JAYZ”CARTERHPSPERSONALSYSTEMGROUPINCLUDEDSALESOFPCS,HANDHELDDEVICES,DIGITALENTERTAINMENTSYSTEMS,CALCULATORSANDRELATEDACCESSORIES,SOFTWAREANDSERVICESDESKTOPSANDNOTEBOOKSREPRESENTEDMORETHAN90PERCENTOFPSGSRE

42、VENUEANDGROSSPROFITIN2007,PSGREPRESENTEDAPPROXIMATELY35PERCENTOFHPSREVENUEAND183PERCENTOFOPERATINGPROFITSHPBRANDEDITSPCSBASEDONTHECUSTOMERSEGMENTSERVEDTHECOMPANYSHPCOMPAQPRODUCTSWERESOLDINTOTHECOMMERCIALMARKET,WHILEITSHPPAVILIONANDCOMPAQPRESARIOPRODUCTSTARGETEDCONSUMERSINTHECONSUMERSEGMENT,THEHPPAVI

43、LIONLINEWASTHEHIGHENDBRAND,POSITIONEDABOVETHECOMPAQPRESARIOPRODUCTSHPSPCSWERESOLDTHROUGHARETAILNETWORKOFAPPROXIMATELY80,000STORESINPCS,HPSLARGEPRESENCEINTHECONSUMERRETAILMARKETFORNOTEBOOKSPOSITIONEDTHECOMPANYTOTAKEADVANTAGEOFINDUSTRYGROWTHINTHESHIFTTOMOBILITYINADDITION,THEMAJORITYOFHPSPCGROWTHINRECE

44、NTYEARSWASARESULTOFSALESTHROUGHITSINDIRECTDISTRIBUTIONCHANNEL70,000THIRDPARTYRESELLERSWHOSOLDHPSERVICESASPARTOFTHEIRSOLUTIONSHPUTILIZEDINTELANDAMDPROCESSORSFORTHECOMPANYSDESKTOPANDNOTEBOOKPRODUCTLINESHARDDISKDRIVESWERESUPPLIEDBYSEAGATEANDWESTERNDIGITALHPRELIEDONINTEL,AMD,CANNONANDHITACHIFOR14MUCHOFI

45、TSRESEARCHANDDEVELOPMENTGIVENTHATTHECOMPANYOUTSOURCEDTHEBULKOFITSMANUFACTURINGANDRSUPPLYCHAINIMPROVEMENTSANDLEVERAGINGOFPURCHASINGACROSSDIVISIONTOSECURELOWERPRICINGONCOMPONENTSSUCHASHARDDISKDRIVES,PANELSANDMEMORYANDABROADERSELECTIONOFNOTEBOOKS174LENOVOGROUPLIMITEDLENOVOGROUPLIMITEDWASTHELARGESTPCMAN

46、UFACTURERINCHINAANDTHEFOURTHLARGESTPCMANUFACTURERWORLDWIDEAFTERHP,DELLANDACERFORMERLYNAMEDLEGENDGROUPLTDANDNEWTECHNOLOGYDEVELOPERINCORPORATED,THECOMPANYWASRESTRUCTUREDANDSEPARATEDINTOTWOENTITIESONEOFTHEENTITIES,LENOVO,BECAMEAPCMANUFACTURERIN2005,LENOVOPURCHASEDIBMSPCDIVISIONFOR127BILLIONAND,POSTTRAN

47、SACTION,IBMHELDAN189PERCENTSHAREINLENOVOFOR18MONTHSAFTERTHETRANSACTION,LENOVOHADTHERIGHTTOUSETHEIBMBRANDNAME,ANDITOWNEDTHE“THINK”BRANDFOLLOWINGTHETRANSACTION,LENOVOHIREDSIXKEYEXECUTIVESFROMDELLWITHSUPPLYCHAINEXPERTISEONEOFTHEDELLEXECUTIVES,WILLIAMAMELIO,BECAMELENOVOSNEWPRESIDENTANDCHIEFEXECUTIVEOFFI

48、CERAKEYCHANGEFORLENOVO,AFTERTHEIBMPCDIVISIONPURCHASE,WASTHATNOTEBOOKCOMPUTERSALESBECAMETHECOMPANYSLARGESTCONTRIBUTOR,ACCOUNTINGFORABOUTHALFOFREVENUESIN2006MORETHAN50PERCENTOFLENOVOSREVENUESWEREGENERATEDFORMTHEASIAPACIFICMARKET,WHEREPCSALESGROWTHWASTWICETHEGLOBALAVERAGELENOVOSOLDCOMPUTERSTOLARGEBUSIN

49、ESSESANDTOCONSUMERSVIABOTHONLINESALESANDDISTRIBUTIONTORETAILERSLENOVOSGLOBALADVERTISINGOPERATIONSWERECENTRALIZEDINBANGALORE,INDIA,TOLEVERAGETHELOWCOSTSKILLEDLABORBASEINTHEREGIONLOGISTICS,SALESANDWARRANTYSERVICESWEREBROUGHTIN15HOUSETOMAINTAINTHEQUALITYANDLOOKOFITSTHINKPADCOMPUTERS,LENOVOSINHOUSEMANUFACTURINGWASSUPPORTEDBYAJAPANBASEDRESEARCHANDDEVELOPMENTCENTERTHREEQUARTEROFLENOVOSMANUFACTURINGTOOKPLACEATITS10PLANTSAROUNDTHEWORLDLENOVOHADPRIMARYPCMANUFACTURINGPLANTSINCHINA,THEUNITEDSTATES,MEXICO,BRAZIL,SCOTLAND,HUNGARY,INDIA,MALAYSIA,JAPANANDAUSTRALI