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3D Printing - Case Study

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With the development of 3D Printing, HP is accelerating its digital and technology impacts to many business, especially in the field of product prototyping. HP recently developed 3D Jet Fusion printing, which allows x10 faster and high quality material pressing. It is capable of printing different alloys, including metal, gold, plastic, and porcelain.

With new technology, HP needs to understand the 3D Printing industry and identify new ways to generate revenue, along with identifying risks. It needs to identify practical ways to deal with both supply chain management and logistics. This slides aim at showing new idea on building go-to-market strategy for HP 3D Printing.

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3D Printing - Case Study

  1. 1. PwC Case Competition - Purdue University Repositioning Hewlett Packard www.pwc.com Team 5 Joe Kappock Daniel Kim Sari Narciso Shruti Vishwakarma
  2. 2. 03 Action Plan 01 Situation 02 Our Solution Red Ocean Market Slow Industry Growth Change in Consumer Demand M&A DaaS Strategy Printer KiaB 3D Printing Fulfillment Go-to-Market Strategy Investment Plan 04 Appendix Financial Information Shapeway Information HP MFG Facilities
  3. 3. PwC Situation: Dynamic Printing & PC Market Demand for Personal Computers and Printers Data Storage and Technology Services 1.6% 2.0%
  4. 4. PwC Dealing with Declining Business Do: Decrease Variable Costs Sustain market share growth ❏ Shift emphasis from equipment sales to providing solutions ❏ Improve PC service quality ❏ Invest in external innovators ❏ Invest in internal innovators; focus on 3D printing Don’t: Race to the bottom
  5. 5. PwC Market Entry Strategy: Buy Shapeways M&A of Shapeways: Market Leading B2C 3D printing company ❏ Firm value less than $200 million ❏ Large customer base ❏ Leverage B2C distribution channels & in-house talent
  6. 6. PwC Growth Area: Shift to service orientation ❏ PC market is shrinking but no substitute has emerged ❏ Device-as-a-service (DaaS) for consumers: rent not buy ❏ Positioning: Micro-customize (e.g. Stanford Biology major PC build)
  7. 7. PwC Recommendation: Kinko’s-in-a-Box Printer Kiosks: HP Print Vending Machines ❏ Cost: print without printer purchase ❏ Speed: on demand ❏ Loyalty: member benefits
  8. 8. PwC Recommendation: 3D Printing Fulfillment Process Flow ❏ Centralized 3D print shops serving anyone ❏ Drop barrier to entry: Try it! ❏ Trained production staff, not confused customer ❏ UPS fulfillment (HP Converged Infrastructure)
  9. 9. PwC Go-to-Market Strategy: Shapeways Acquisition ❏ Build on existing alliance ❏ Join HP conglomerate ❏ Preserve corporate culture Source: 2015 shapeways.com
  10. 10. PwC Go-to-Market Strategy: DaaS for Consumers ❏ Green marketing ❏ Trade in for lease to get “new” ❏ E -recycling ❏ Co-working spaces, university start-up centers (Purdue Foundry) COLLABORATE Source: fashionforwardtrends
  11. 11. PwC Go-to-Market Strategy: Kinko’s-in-a-box ❏ Visibility to consumers (e.g. next to a Redbox) ❏ Road warriors (e.g. airport, hotel lobbies) ❏ Establish relationships with big retailers (e.g. Kroger, Walmart)
  12. 12. PwC Go-to-Market Strategy: 3D Fulfillment Centers ❏ Do a Deal with UPS ❏ Do a Deal with producers of equipment and chemical processes (e.g. Carbon and Renishaw) ❏ Implement Data-Driven Marketing
  13. 13. PwC Action Plan Deviceasa Service(Home) Renting Hardware Packaged HomeProduct Shapeways M&A Customized3D printedobjects Kinko’sina box Printingonthe go 3DPrinting Fulfillment Center 2017 2018 2019 2021 Marketing & Promotion Less than $200 M Kiosk Manufacturing Investment Based on 2018 Result
  14. 14. PwC Thank you. Q&A
  15. 15. PwC Appendix 1. http://3dprintingpricecheck.com 2. http://www.bidnessetc.com/61129-apple-inc-manages-to-remain-afloat-despite-global-pc-market-decline/ 3. http://www.fixyourownprinter.com/posts/48802 4. http://www.forbes.com/sites/greatspeculations/2015/11/25/hewlett-packard-companies-earnings-decline-in- revenue-continues-post-split/#358bc4933859 5. http://www.gartner.com/newsroom/id/3468817 6. http://www.gartner.com/newsroom/id/3482917 7. http://www.hp.com/hpinfo/globalcitizenship/media/files/hp_fy11_gcr_hp_operations.pdf 8. http://www8.hp.com/us/en/services/daas.html 9. http://www8.hp.com/us/en/printers/3d-printers.html 10. http://www.marketwatch.com/story/pc-demand-is-even-worse-than-feared-2016-06-09 11. http://www.privco.com 12. http://press.trendforce.com/press/20160216-2327.html 13. http://www.shapeways.com/support/pricing 14. https://static1.sw-cdn.net/files/cms/press/Shapeways-Fact-Sheet-2014.pdf 15. https://www.statista.com/statistics/296362/redbox-annual-revenue/ 16. https://www.stock-analysis-on.net/NYSE/Company/HP-Inc/Analysis/Property-Plant-and-Equipment#Ratios 17. http://www.supplychain247.com/article/hp_converged_infrastructure_delivers_for_ups/HP
  16. 16. PwC Appendix 1 - DaaS Expense Breakdown Source: www.dell.cominvestor
  17. 17. PwC Appendix 2 - Shapeways’ Company Information Year Found: 2007 HQ: NY, United States Revenue Growth Rate: 40.5% (1 year) Revenue Growth Rate: 75.5% ( 3 year CAGR) Total Funding Raised: $77,500,000 Shapeways is the leading 3D personalized custom printing service company. It can make 3D Printing using aluminum, plastic, metal, and porcelain consumer goods on-demand through online 3D model designs. Shapeways is the spin-off of Royal Philips Electronics. (Website: www.shapeways.com ) * Shapeways, Inc. fiscal year end: 12/31
  18. 18. PwC Appendix 3 - Shapeways’ Financial Information Source: privco.com
  19. 19. PwC Appendix 4 - RedBox Financial Source: privco.com
  20. 20. PwC Appendix 5 - Revenue Strategy Revenue DaaS $3 billion Shapeways M&A $120 million Kinko’s in a box $1.2 billion
  21. 21. PwC Appendix 6 - HP’s Manufacturing Plant Facilities Source: stock-analysis
  22. 22. PwC Appendix 7 - Manufacturing Facilities Worldwide Source: hp.com
  23. 23. PwC Appendix 7 - Manufacturing Facilities Worldwide Source: hp.com
  24. 24. PwC Appendix 7 - Manufacturing Facilities Worldwide Source: hp.com
  25. 25. PwC Appendix 8 - Devices Shipments Worldwide Source: Gartner (October 2016)
  26. 26. PwC Appendix 9 – Estimated Price Computation Estimated Variable Cost HP FDM/SLS Nylon (Polyamide) $1.82 $3.63 ABS $3.25 $6.50 Stainless Steel $120.11 $240.21 Gold Plated Stainless Steel $30.49 $60.97 Titanium $131.75 $263.50 Ceramic $2.22 $4.43 Source: 3dprintingpricecheck.com, hp.com Following are the most commonly used raw materials for 3D Printing.
  27. 27. PwC Case Competition - Purdue University Contact Details Joe Kappock - tkappock@purdue.edu Daniel Kim - kim1964@purdue.edu Sari Narciso - snarciso@purdue.edu Shruti Vishwakarma - svishwak@purdue.edu

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