麦肯锡竞争对手分析模型-三星

• Entered China's telecommunication in 1985 • Information and communication business started 1991 • 30,000 staff in information and communication mobile globally • 25,000 employees for all business sectors in china • • • • •
• 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‟? • 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 market share quickly since 1999? • How does Siemens‟s distribution channel differ from its competitors‟? • How capable is Siemens in R&D, manufacturing, sales and marketing? • With a broad product portfolio, how does Siemens organize or reorganize itself? • How does Siemens perform and is its performance expected to improve further?
• An early entrant to
China's telecommunication market • Broad product portfolio representing all business sectors of Siemens worldwide
Source: Siemens press release
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STRATEGY
1. Background information 4. Value chain strategy
• Location • Registered
capital team
• Starting year • Number of
employees
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
• Management • Era analysis • Equity
structure
2. Strategy
5. Organization and ownership
• Location • Registered
capital team
• Starting year • Number of
employees
• Focus on
– Marketing, advertising and promotion – Distribution (channel and sales force)
Strategy
• Focus on stylish new models with
Product suitable pricing targeting mid to low end of the market • Invest in future products, e.g., TDSCDMA handsets and wireless home network devices, etc. • 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 • 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 • Helps resellers set up service centers to handle repair and maintenance
Product/market
Value chain strategy
Organization & ownership
Financial performance
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BACKGROUND INFORMATION
1. Background information 4. Value chain strategy
Key product offerings Key customers Value proposition Geographic focus Pricing
• Sales • Profit
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SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA
3. Product/market
6. Financial performance
• • • • •
Key product offerings Key customers Value proposition Geographic focus Pricing
• Sales • Profit
3
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• Location • Registered
capital team
• Starting year • Number of
employees
• Management • Era analysis • Equity
structure
2. Strategy
5. Organization and ownership
• Management • Era analysis • Equity
structure
2. Strategy
5. Organization and ownership
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
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CONFIDENTIAL
Mobile Handset Competitor Analysis: Siemens
SAMSUNG ELECTRONICS CHINA (SEC China)
August 20, 2001
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not a complete record of the discussion.
CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFIC
Location
• Based at Germany • 50+ JVs, 28 offices in China • Shanghai is the largest Siemens location outside Germany • Invested USD 0.44 billion in China • All business sectors of Siemens including information
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
3. Product/market
6. Financial performance
• • • • •
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OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK
1. Background information 4. Value chain strategy Focus on • Marketing, advertising and promotion • Distribution (channel and sales force)
Key product offerings Key customers Value proposition Geographic focus Pricing
• Sales • Profit
1
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KEY ISSUES TO PROBE - SIEMENS
Fra Baidu bibliotek
Strategy
• • • •
Mission Vision Corporate strategy Market position
• Organization structure • Ownership structure
3. Product /market
6. Financial performance
• • • • •
and communication, automation and control, power, transportation and household appliance, etc. Implication
Investment Business
Starting Employees 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 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, and Unicom