Introduction: The United States Warton magazine of the electron below business school banner " Warton knowledge is online " print article says Zhou San, although wear Er to begin diversity to develop way through a variety of effort, but a lot of difficulty can encounter however in this one process.
It is article full text below:
Diversity strategy
Dai Er will release first smartphone in the United States on August 24, but primary product is evaluated very not ideal. With at present the top-ranking smartphone photograph on market is compared, the person that criticize thinks, this smartphone that the name is Aero is exclusive the price that desirable place is 99 dollars. They think, this product hardware outdated of commonplace, operating system (used the long old edition that has issued 16 months the Android) , function outside still lacking a few specified numbers with necessary smartphone. dog stairs
If Dai Er wants to find the merit of this product news briefing, that is the attention that it did not cause the outside basically. The reason has 2: Above all, be in increasingly congested smartphone market, one taste newly cause what echo almost unlikelily; The 2nd, this the news briefing was masked by an event with more bigger, dramatic dimensions, that is HP and Dai Er to high-end data by a definite date of 3PAR of storage technology firm counts the contention of week. Dai Er is the earliest want to make an appointment with at will giving out those who exceed 1 billion dollar to buy to 3PAR this year in August, think to affirm can be sure of success. But after this, dai Er discovers HP promotes 2 billion dollar quoted price, add up to every 30 dollars about (after the article is released, HP had won this to remove the triumphal) that contends for battle. And all these, it is to contend for the company that income was not worth 200 million dollar 2009.
No matter be inanimate smartphone news briefing, return be pair of 3PAR to be contended for desperately, showed an issue -- Daierxi hopes to weigh model ego, become Wu of one family property from a PC and server manufacturer development all ready IT product and service firm. But a Confucian school of idealist philosophy of the Song and Ming Dynasties of business school canal teachs Warton article of Daniel · row is held in the palm (Daniel A. Levinthal) thinks, it is not easy to should achieve this one goal. He says: "The advantage that Dai Er appeared to had forgotten his and how the the best selling moto gp xbox se advantages search have the aid of new opportunity. " he expresses, this and in former days Dai Er is widely divergent. In those days Dai Er is in when winning an user, self-confidence is full. The business operation mode with compact have the aid of, the user needs to click a mouse a few times only, dai Er can supply the computer with low price for its. Liewentuo says: "Dai Er is done not have on this business degenerative. But the environment changed however. But the environment changed however..
Liewentuo and other Warton the expert of the business school thinks, the problem depends on, dai Er starts in the process that gets used to new environment too late, and the market that the competitor such as HP begins loot to wear Er to make a person envy in those days in succession h ata pci owever. In Dai Er father holds Dai Er of · of president Michael Er concurrently (Michael Dell)2007 year after Shuai Yin of CEO of new in control of, this company is in endeavor to profit margin taller company territory -- should buy 3PAR about for example -- with the rapid growth such as the smartphone consumptive domain develops. But wear the ambition of Er and not was able to come true.
Do not have at present at least. Business school management learns Warton professor Kate Qiaohu luck (Saikat Chaudhuri) thinks, although depended on revolutionary low mode to score inchoate success, "But Dai Er still is put in leader force issue, competition ability problem and strategic question " . He says: "Dai Er thinks to need to undertake diversity dilate, but the need that whether they realize transition? Both is having very big different. Both is having very big different..
Forget an user
Tall of professor of sale of business school market treats Warton · De Yi (George S. Day) and business school of library of blessing of Du Ke university (Fuqua School Of Business) teachs Kelisiting Moerman (Christine Moorman) is in the new book of their write in collaboration with " from outside and the strategy inside: Use user value profit " (Strategy From The Outside In: Write in Profiting From Customer Value) , dai Er's predicament special to him business to the enterprise that be good at, be special typical case -- they can ignore the market normally the transition demand to the enterprise. Dai Er has been immersed in an author so called " from inside and outside proud " (in Inside-out Hubris) .
north face shirtsBusiness school wheat overcomes De Yi or Warton technical innovation center (the couplet seat chairman of Mack Center For Technological Innovation) . He says: "Want to shape a kind of effective competition strategy, we think, you must want to jump to the company exterior, will examine competitor, user and channel member to wait with devotional manner. This to Dai Er character, very applicable. This company is in on 80 time are in the century prosperous period, the user value that clarity also has when 90 time locates. They can master content to flow, and with other hard the hardware that the price that look forward to reachs and speed roll out standardization. And with other hard the hardware that the price that look forward to reachs and speed roll out standardization..
However, like the enterprise of other success, de Yi points out: "Dai Er begins to think, ' we know the market more than anybody ' . So they abandoned ' from outside and inside ' the method that pays close attention to business market fixed position. " what they think now is how to use existing natural resources and ability to make an increase the biggest change, and ponder over user demand no longer.
However the expert thinks, mode of this kind of low brought very big increase for Dai Er. Business school operation and information management teach Warton revive case · Nai is special on the west (Serguei Netessine) says: "Controlled 1997, when should wearing Er actual strength to reach peak, this company can withhold the inventory that arranges a week. All competitors can withhold the 2 inventory to 3 months. This makes cost structure produced vast difference. The value loss of computer gets very fast: Computer is on goods shelves every put a week, its value is met loss 1% . So Dai Er won. " according to Nai estimate on the west especially, the cost at that time compares Dai Er the competitor such as IBM and Gateway became low about 8% . This one vast difference helped Daier become firm of global the biggest PC.
Can nowadays circumstance how? In was reaved by HP the whole world is the biggest after the throne of PC manufacturer, dai Er still is in struggle hard for second position. Nai says on the west especially: "Dai Er still is had supply chain efficiently, it is being improved continuously and eliminate does not have businesslike part. " however, because other firm also learned how to promote gradually,supply chain strategy, because this wears Er,the co motogp xbox 2013 st advantage of 8% has narrowed to 2% . Nai complements on the west especially: "The difference of 2% brings the advantage of what materiality very hard, the product because of Dai Er is not as strong as the competitor how many, otherness is not big, dependability is not too strong likewise. Not only such, the service that Daierdi offers is not as good as the competitor also. This very difficult Rangdaier maintains the high speed that controlled 2000 to grow. This very difficult Rangdaier maintains the high speed that controlled 2000 to grow..
Dai Er's current growth rate deserves admiring place without what, a lot of PC companies that include Dai Er inside what is more,the rather that sufferred the severe impact of economic crisis. Be in up to the season of the 2nd money July 30 inside, wear Er to realize 545 million dollar of profit, re usb harddrive enclosure alize income 15.5 billion dollar, the corresponding period realized gain last year 472 million dollar, realize income 12.8 billion dollar. Meanwhile, dai Er's cash and its equivalent are 13.1 billion dollar. Announcing money announces the correct time, dai Er CFO Brian Geladeng (Brian Gladden) expresses, achieve this one growth, basically be attributed to " the user that be late is updated " . Namely, big company is in experienced after was being compressed to the cost 2009 2008, begin to raise IT pay. Dai Er's server, memory and network product sale also achieved the growth of 43% , reach 4.3 billion dollar. Service revenue grew 57% , reach 1.9 billion dollar.
Specific to PC market, daier resisted successfully the concussion of grand Qi , but the position is be between the beetle and the block still. Volume of shipment of PC of season of the 2nd money grows this company 19.1% , achieve 10.6 million, 14.8 million of backward Yu Huipu, 10.2 million when compare grand Qi also have faint banner advantage only. Server shipment of Dai Er measured season of the 2nd money to also achieve growth. Study the data of company Gartner according to American market, dai Er ranks the whole world when volume of season server shipment the 2nd, achieve 550 thousand, grow 35% compared to the same period, rank the first part to mix 270 thousand for 655 thousand with tertiary HP and IBM.
However, maintain market position easily without the hardware that a company is changing quickly and software market. In jotter market recent in changing quickly, challenge especially apparent. Below violent aggression of the competitor, the market share of a few months begins firm of all old brand recently glide. Next, malic IPad also this year vernal horizontal sky is born. Overcome Reese White according to analyst of heart volition bank rub Er (Chris Whitmore) is forecasted, below the help of IPad, the apple turns over implementation in the portion of market of global notebook computer time, more than Dai Er and Hua Shuo, associate and the second line manufacturer such as Toshiba, become be next to HP and the whole world of grand Qi manufacturer of the 3rd big jotter.
12 volt adaptor
IPad has entered core field of Dai Er. Nai says on the west especially: "Dai Er is not an apple. Dai Er never has invented the product of fetching attention. What what they do is the fundamental product that rolls out others invention, provide its the user with taller efficiency. Want to become an apple, still need to have more essential factor. Malic core depends on innovating, its whole life develops around innovation. Its whole life develops around innovation..
Enter high in the clouds
This also explained why Dai Er reduced the attention to hardware, turn and put more attention to the service. Nai calls this kind of pattern on the west especially " the service is changed " (Servicization) . He points out, change the product of in a popular style into more the service that contrasts each other hard, very popular in current IT manufacturer.
On the interest that Dai Er controls stake in enterprise user grow ceaselessly to cloud computation. 1.4 billion dollar of denounce endowment bought Dai Er 2008 EqualLogic(of storage technology firm year ago 6 months realize 2011 money of this company income 800 million dollar) built collaboration to concern with memory tycoon EMC, provide cloud computation service for medium and small businesses thereby.
Nai thinks on the west especially, to partial enterprise, "The service is changed " will be tremendous change. "You must want real change the train of thought of short-term sale product, turn and think 5 years, 10 years, strategy of 15 years, and the user that try every means allows to buy these products can sign agreement of a few services at the same time. " he says, "The lifecycle that ponders over these products carefully -- enterprise user wants which kinds of contract; You whether the service agreement with additional have the aid of provides support for the user; You whether provide mutiple level service -- the mastery of a skill or technique with different need, but the core advantage that I do not think to should be far from Dai Er, sell a smartphone for instance. Sell a smartphone for instance..
A few the closest buy make Dai Er farther extended " the service is changed " development. Include this company 3.9 billion dollar is opposite denounce endowment to IT manages and serve provider Perot Systems buy. This trades excessive price 68% , it is the throughout history that wear Er is the most large-scale buy. Dai Er is going to Perot Systems conformity at present in its service department.
"ata pciI want to kn the most popular moto gp xbox ow these is dimensions too small, and too late. " Qiao Hurui says, "I think to still lack a few bold move. " buy those who wear Er and HP after undertaking contrast, he expresses, HP opened up 2008 endowment after 130 much dollars bought IT to serve provider EDS, begin to extend service business. Soon after, inscriptions on bones or tortoise shells of the Shang Dynasty opens up endowment 7.4 billion dollar bought Sun, borrowed this to march first computer hardware market. Qiao Hurui thinks, these enterprises hope to imitate IBM. IBM sells PC business before this associate, opened up 2002 endowment 3.5 billion dollar bought Pu Huayong path to seek advice from a branch, lend this development service business.
A Confucian school of idealist philosophy of the Song and Ming Dynasties of business school canal teachs Warton to defend · to make greatly (David Hsu) also thinks, dai Er has capital to also motivation pushs this one strategy, although if,he also worries American economy 2 sound foundation, can let Dai Er face more difficult situation. He says: "Current trend is benefit of dedicated Yu Ying and operation, is not to make the strategy change. But even if in current environment, I also do not think partner hopes such. I also do not think partner hopes such..
Such enterprise ought not to ignore Dai Er to be bought in a small way. But business school management learns Warton · congratulate compares professor Lawrence Niyake (Lawrence G. Hrebiniak) says: "The bulk that buys dimensions is not important, the problem depends on Dai Er whether find those who accord with its strategy to perhaps can help its extend the strategy to the most popular usb harddrive enclosure buy an end. Whether is Dai Er growth while destroyed value? Whether is Dai Er growth while destroyed value??
Congratulate compares Niyake to think, although of 3PAR buy significant to Dai Er and HP, but the high price that they pay is undeserved however. He still complements, this key that contends for battle has arrived from 3PAR move on HP and the policy that wear Er. He says: "This adulterated among them a few ' ego ' composition. He De of · of mark of the CEO before HP just will be fired this year in August (Mark Hurd) , they hope outward bound proves, although do not have He De, they still can formulate the strategy decision-making... and Dai usb harddrive enclosure best buy Er still hopes agog to beat HP, because HP is in,PC market beat them. Because HP is in,PC market beat them..
If can buy 3PAR successfully, will wear Er for Michael Er · (Michael Dell) creates a the main chance. This year in July, he himself agrees to pay respectively with the company that wear Er 4 million dollar and 100 million dol moto gp xbox best buy lar, trade with American negotiable securities the action that committee provides misdirect investor high with respect to Dai Er is reached reconcile. After a month, on the shareholder annual meeting of this company, the partner wearing Er of 1/4 rejects Dai Erlian of · of election Michael Er to assume president. Congratulate compares Niyake to think, this is why " he hopes outward bound proves, his case is good still -- although the partner of 1/4 does not agree with this kind of view -- and can do a lot of good works for partner, be partner blames him wrongly. Be partner blames him wrongly..
Do not do without place
De Yi expresses, the need that wear Er is more dedicated. He will wear the strategic described as with current Er " late a day and little one yuan... Bidaier gets the time that HP etc enterprise takes market of military uniform Wu early much. " he thinks, partial challenge of Dai Er depends on, need changes attention to attention exterior market from promotion interior efficiency. He expresses, to Dai Er such enterprise, "You must want to jump out, and stand together with your user and channel member, and the tendercy that cannot pay close attention to adversary to go up in your market only, still should pay close attention to their tendercy on other market. Still should pay close attention to their tendercy on other market..
Other expert fears Dai Er makes clear priority without ability. Should develop the consumer goods such as the smartphone first? Still face enterprise user to develop one-stop product and service? Whether ought to develop PC and jotter for everybody? Or be to ought to be worn an other sphere? Qiao Hurui says: "I do not decide Dai Er had made clear direction, still still put in uncertainty, or whether do they want to become like HP in that way over or across (consumption and enterprise) the tycoon of two domains. Will look at present, dai Er appears and inaccuracy should increase the development strength of which domain surely. Dai Er appears and inaccuracy should increase the development strength of which domain surely..
Nai says on the west especially: "Dai Er tries to make an IT business that does not do without place, the enterprise of a diversity. The problem is, wanting an all things to had been done is very difficult. Imagine Dai Er wants how to compete with all enterprises with these powerful actual strength very hard. These enterprises compare Dai Er int moto gp xbox o the time of travel early, and below a lot of circumstances, their product is more outstanding than Dai Er also. Their product is more outstanding than Dai Er also..
David Xu expresses, to Dai Er such enterprise, the choice marchs when many different domains, meeting general faces a problem. He says: "The cost that such doing is very high, and can make person generation promiscuous. Organizing interior not only, exterior and same meeting feels bemused to Dai Er's uniqueness. " he still complements: "Wearing what Er needs to remember is, want to become a valuable company, not necessary palm controls whole value chain. " (vessel grand)
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