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
10、USTRY”DELLEXTENDEDITSPRODUCTLINEUPTOINCLUDEINKJETPRINTERS,DIGITALMUSICPLAYERS,LCDTELEVISIONANDCOMPUTERMONITORS,HANDHELDCOMPUTERSANDDIGITALPROJECTORSIN2005,DELLWASWELLAHEADOFITSPLANTOREACH60BILLIONINSALESBYTHEENDOF2007THUS,ANEWGOALREACHING80BILLIONINSALESBY2009WASSETTHECOMPANYSEEMEDTOBEEXPANDINGBEYON
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
