071麦肯锡-三星战略TO西门子 29P

Communication
• 2000 joined forces with CATT and Huavei for next generation
mobile technology. Founded TD-SCDMA international forum
with Datang, CATT, Huawei, Motorola, Nortel, China mobile,
Nokia
30
Motorola
20
10
0
98
99
SSoouurrccee:: RIDeCta,ilMAcuKdiintsey Analysis
• Focus on
– Marketing, advertising and promotion
– Distribution (channel and sales force)
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2. Strategy
• Mission • Vision • Corporate strategy • Market position
6
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SIEMENS IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999
Monthly market share development (Percent of market in units sold) 40
• Mission • Vision • Corporate strategy • Market position
5. Organization and ownership
• Organization structure • Ownership structure
3. Product/market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
market share quickly since 1999?
• How does Siemens’s distribution channel differ from its
competitors’?
• How capable is Siemens in R&D, manufacturing, sales
6. Financial performance
• Sales • Profit
3
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CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFIC
Location
• What will be Siemens’s future products and which
segments of the market will it target at?
• In which segment of the market is Siemens strong or
weak?
• What is the key success factors for Siemens to pick up
• Intensive marketing on new products
with most competitive pricing
• Carefully select exclusive channel
partner PTAC to maintain uniform price level nationwide to ensure healthy sales
• Establish R&D centers for mobile
communication in Beijing and Shanghai
• Mobile handset production capacity
being raised to 14 million in Shanghai, a growth of 40% since 2000
History
• 1982 Siemens Beijing office opened • 1985 entered China's telecommunication market • 1990 established JV Beijing International Switching System • 1994 Siemens China founded in Beijing • 1998 formed business segment - Information and
6. Financial performance
• Sales • Profit
1
KEY ISSUES TO PROBE - SIEMENS
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Strategy
Product/market
Value chain strategy
Organization & ownership
Strategy
• Focus on stylish new models with
suitable pricing targeting mid to low end of the market
• Invest in future products, e.g., TD-
SCDMA handsets and wireless home network devices, etc.
4
STRATEGY
1. Background information
• Location
• Starting year
• Registered • Number of
capital
employees
• Management • Era analysis
team
• Equity
structure
4. Value chain strategy
Focus on
• Marketing,
advertising and promotion
• Distribution (channel
and sales force)
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2. Strategy
• Mission • Vision • Corporate strategy • Market position
Financial performance
• What does Siemens aim to be in 2005 in mobile
communication?
• How are Siemens’s product and value delivery system
strategies different from its competitors’?
5. OrganizaБайду номын сангаасion and ownership
• Organization structure • Ownership structure
3. Product/market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
• Based at Germany • 50+ JVs, 28 offices in China • Shanghai is the largest Siemens location outside Germany
• Invested USD 0.44 billion in China
Investment
6. Financial performance
• Sales • Profit
5
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SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA
Product
Value delivery system
Starting
• Entered China's telecommunication in 1985 • Information and communication business started 1991
Employees
• 30,000 staff in information and communication mobile globally • 25,000 employees for all business sectors in china
5. Organization and ownership
• Organization structure • Ownership structure
3. Product /market
• Key product offerings • Key customers • Value proposition • Geographic focus • Pricing
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CONFIDENTIAL
Mobile Handset Competitor Analysis: Siemens
SAMSUNG ELECTRONICS CHINA (SEC China)
OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK