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1、SAMSUNG010605BJ-kickoff2 CONFIDENTIAL Mobile Handset Competitor Analysis: Siemens SAMSUNG ELECTRONICS CHINA (SEC China) August 20, 2001 SAMSUNG010605BJ-kickoff2 1 OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 1. Background information Location Registered capital Management team Equity structure Starting
2、 year Number of employees Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance Focus on Marketing, advertising and promotion Distribution (channel and sales force) Organization structure Ownership structure Sales Profit 2. Strategy 3. Product/market Mission Vis
3、ion Corporate strategy Market position Key product offerings Key customers Value proposition Geographic focus Pricing SAMSUNG010605BJ-kickoff2 2 KEY ISSUES TO PROBE - SIEMENS Strategy Product/market Value chain strategy Organization & ownership Financial performance What does Siemens aim to be in 20
4、05 in mobile communication? How are Siemenss product and value delivery system strategies different from its competitors? What will be Siemenss 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 factor
5、s for Siemens to pick up market share quickly since 1999? How does Siemenss 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 an
6、d is its performance expected to improve further? SAMSUNG010605BJ-kickoff2 3 BACKGROUND INFORMATION 1. Background information Location Registered capital Management team Equity structure Starting year Number of employees Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial
7、 performance Focus on Marketing, advertising and promotion Distribution (channel and sales force) Organization structure Ownership structure Sales Profit 2. Strategy 3. Product/market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic f
8、ocus Pricing SAMSUNG010605BJ-kickoff2 4 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 Investment Invested USD 0.44 billion in China Business All business sec
9、tors of Siemens including information and communication, automation and control, power, transportation and household appliance, etc. Starting Entered Chinas telecommunication in 1985 Information and communication business started 1991 Employees 30,000 staff in information and communication mobile gl
10、obally 25,000 employees for all business sectors in china History 1982 Siemens Beijing office opened 1985 entered Chinas telecommunication market 1990 established JV Beijing International Switching System 1994 Siemens China founded in Beijing 1998 formed business segment - Information and Communicat
11、ion 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 Implication An early entrant to Chinas telecommunication market Broad product portfolio representing all busin
12、ess sectors of Siemens worldwide Source: Siemens press release SAMSUNG010605BJ-kickoff2 5 STRATEGY 1. Background information Location Registered capital Management team Equity structure Starting year Number of employees Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial
13、performance Focus on Marketing, advertising and promotion Distribution (channel and sales force) Organization structure Ownership structure Sales Profit 2. Strategy 3. Product /market Mission Vision Corporate strategy Market position Key product offerings Key customers Value proposition Geographic f
14、ocus Pricing SAMSUNG010605BJ-kickoff2 6 SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA Product 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. Stra
15、tegy Value delivery system 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 Vision To be number 2 in the Asian mobile communication market (w
