麦肯锡三星战略TO西门子.pptx

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1、会计学1麦肯锡三星战略麦肯锡三星战略TO西门子西门子2OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and pr

2、omotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing第1页/共30页3KEY ISSUES TO PROBE-SIEMENSStrategyProduct/ma

3、rketValue chainstrategyOrganization&ownershipFinancialperformanceWhat does Siemens aim to be in 2005 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 tar

4、get 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 Siemenss distribution channel differ from its competitors?How capable is Siemens in R&D,manufacturing,sales and marketing?With a broad produ

5、ct portfolio,how does Siemens organize or reorganize itself?How does Siemens perform and is its performance expected to improve further?第2页/共30页4BACKGROUND INFORMATION1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value ch

6、ain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey cust

7、omersValue propositionGeographic focusPricing第3页/共30页5CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFICLocationBased at Germany50+JVs,28 offices in China Shanghai is the largest Siemens location outside GermanyInvestmentInvested USD 0.44 billion in ChinaBusinessAll busines

8、s sectors of Siemens including information and communication,automation and control,power,transportation and household appliance,etc.StartingEntered Chinas telecommunication in 1985Information and communication business started 1991Employees 30,000 staff in information and communication mobile globa

9、lly25,000 employees for all business sectors in china History1982 Siemens Beijing office opened1985 entered Chinas telecommunication market1990 established JV Beijing International Switching System1994 Siemens China founded in Beijing1998 formed business segment-Information and Communication2000 joi

10、ned forces with CATT and Huavei for next generation mobile technology.Founded TD-SCDMA international forum with Datang,CATT,Huawei,Motorola,Nortel,China mobile,and UnicomImplicationAn early entrant to Chinas telecommunication marketBroad product portfolio representing all business sectors of Siemens

11、 worldwideSource:Siemens press release第4页/共30页6STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistri

12、bution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing第5页/共30页7SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET

13、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.Strategy Value delivery system Establish R&D centers for mobile communication in Beijing and Shanghai Mobil

14、e handset production capacity being raised to 14 million in Shanghai,a growth of 40%since 2000Intensive 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 se

15、rvice centers to handle repair and maintenanceVisionTo be number 2 in the Asian mobile communication market(without Japan and Korea)第6页/共30页8SIEMENS IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999Monthly market share development(Percent of market in units sold)9899Jan 00Dec 00NokiaMotorolaSiemens E

16、ricssonSource:Retail AuditSource:IDC,McKinsey Analysis第7页/共30页9SIEMENS HAS OVERTAKEN ERICSSON TO BE NO.3 IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUMEOthers SiemensEricssonMotorola199920012000Samsung NokiaBreakdown of sales by brand each yearPercentSource:GfK,IDC,McKinsey analysisOthers Siemens

17、EricssonMotorola199920012000Samsung NokiaBreakdown of units sold by brand each yearPercent第8页/共30页10PRODUCT/MARKET1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership 6.Financial

18、performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing第9页/共30页

19、11Siemens offers a compete range of mobile communication solutions including devices,infrastructure and applications.Siemenss mobile handsets come with good quality and competitive pricingSiemens targets the mid to low end of the mobile handset market.Most of its models are in the price range from b

20、elow RMB 1000 to RMB 2200Siemens has devoted great attention to the important 4th-tier cities and west China,hence its market share in these developing areas are relatively higher than its share in the more developed areas.KEY MESSAGES-PRODUCT/MARKET第10页/共30页12SIEMENS OFFERS A COMPLETE RANGE OF MOBI

21、LE SOLUTIONS INCLUDING DEVICES,INFRASTRUCTURE AND APPLICATIONSProductsNow and futureInformation and communication mobileSiemens product offeringsInformation and communication networksMobile networkWireless home network&office networkMobile handsetC2588(small,light smart)S2588(brain truster)3508(smal

22、l,light,sexy)3518i(tough enough)3568i(smart thinking)Broadband networkIP networkFixed-line networkTransmission networkOffice networkCable networkTake TD-SCDMA mobile handsets to serial production level by 2003Offer the complete range of mobile solutions including mobile devices,infrastructure and ap

23、plications,e.g.,wireless home network,Complete range of GSM,GPRS and UMTS mobile networks,unified messaging and mobile payment Overall strategy of a universe of one,pursuingIP driven voice and data communication and customer-oriented end-to-end solution and services Source:Siemens press release第11页/

24、共30页13SIEMENS MODELS HAVE THE MOST COMPETITIVE PRICINGSource:McKinsey Analysis Product positioning Dec 2000A6188(1.4%)8850(1.8%)V8088*(3.9%)S800C(1.2%)A100(0.8%)T28(3.6%)8210(4.6%)7.8%21.9%18.2%52.2%Business/professional Personal*WAP phoneProduct positioning June 20009110S800C(1.8%)V8088(1.6%)8850(1

25、.7%)V998(5.6%)3568*(0.5%)S600C(3.8%)7110*(0.9%)T28(3.3%)8210(3.7%)LF2000*(2.9%)6150(1.8%)L2000*(4%)S2588(1.8%)CD928(1.1%)T18(6.1%)T10(1.2%)C2588(3.2%)2188(3.8%)L2088(2.5%)3210(2.2%)5110(9.6%)368C(3.1%)3508(1.6%)338C(0.6%)T2688(4.8%)11.4%17.4%25.3%45.9%High High-mediumMedium-low Low Business/professi

26、onal Personal*WAP phoneV998+(6.9%)7689i(1.8%)LF2000i*(1.7%)3568*(1.7%)7110*(0.3%)6150(0.9%)600C(2.3%)3310(6.8%)3518i(1.8%)T18(3.3%)CD928(0.1%)S2588(0.2%)C2588(0.1%)T10(0.7%)T2688(6.2%)3508(3.9%)V2088(1.0%)3210(9.6%)5110(5.9%)Retail price High High-mediumMedium-low Low Retail price RMB 3,500RMB 2,200

27、RMB 1,600368C(2.3%)V2188(1.3%)RMB 3,500RMB 2,200RMB 1,600Red-NokiaWhite-MotorolaBlue-EricssonBrown-SiemensGreen-Samsung8250(0.0%)6210(0.6%)第12页/共30页14SIEMENS TARGETS MID TO LOW END OF THE MARKETHigh(RMB 3,500)Source:Sino-MR(Jan 2001 Feb 2001),CCIDBreakdown of unit sold by brand for each price pointP

28、ercentHigh-mid(RMB 2,500-3,500)Mid(RMB2,000-2,500)Mid-Low(RMB1,500-2,000)Low(RMB1,500)Others SiemensEricssonMotorolaSamsung Nokia9%15%7%Units as%of total26%43%7第13页/共30页15Tier 1Tier 2Tier 3Tier 4NokiaMotorolaOthersSIEMENS ALSO ADDRESSES THE IMPORTANT 4TH TIER CITY MARKETPercent market share,2000Eric

29、ssonSiemens18%19%23%40%Tier size as%of total100%=Million units 6.77.08.514.8Source:McKinsey Analysis第14页/共30页16SIEMENS IS RELATIVELY STRONG IN CENTRAL,EAST AND WESTMarket share by brands per geographic area,2001PercentMarket share by geographic areaPercentEastSiemensEricssonSamsungOthersNokiaMotorol

30、aWestNorthNorth-eastSouth3013151311Central18Source:GfK,McKinsey Analysis第15页/共30页17VALUE CHAIN STRATEGY1.Background informationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership 6.Financial performance

31、Focus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership structureSales Profit 2.Strategy 3.Product/market MissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing第16页/共30页18Siemens

32、s value delivery system strategy has evolved since 1999.It has invested$1.5 billion in the Asian Pacific area as its Asian offensive campaignSiemens has spent a great effort in localizing R&D and manufacturing.It has built R&D centers in Beijing and Shanghai and has raised the mobile handset product

33、ion capacity in Shanghai to 14 million units in 2001.It is a leader in TD-SCDMA 3G technology in China Siemens has achieved a market share of 12%in sales volume,after intensive marketing of new models with competitive pricing,and aims to increase its market share to 15%Siemens distributes through ex

34、clusive 1st-tier national reseller PTAC and 2nd-tier provincial resellers.A uniform price level in the market is maintained nationwide to ensure healthy sales.KEY MESSAGES-VALUE CHAIN STRATEGY第17页/共30页19SIEMENS VALUE DELIVERY SYSTEM HAS EVOLVED OVER THE YEARS From.(1997)To.(2000)No R&D facility in C

35、hinaNo product localizationProduction capacity in Shanghai Pudong(150,000)60%of products for Chinese market produced in Hong KongBrightpoint handling over 90%of distributionMarket share less than 5%ProductProduction DistributionMarketing High commitment to TD-SCDMA tests across China in 2001Asian of

36、fensive campaign with US 1.5 billion investment in R&D and marketing until 2003Production capacity in Shanghai has been raised to 14 million units from 10 million units in 2000 Uses different distributor(PTAC),but still only one nationwideMarket share 12%as a result of intensive marketing of new mod

37、els with competitive pricingAims to increase market share to 15%Source:Interviews,McKinsey analysis第18页/共30页20SIEMENS INVESTS TREMENDOUS EFFORT IN EVERY PART OF THE VALUE CHAIN R&D Manufacturing and supply chainMarketing and branding Sales and distribution Service StrengthsR&D centers for mobile com

38、munication in Beijing and Shanghai with more than 500 engineers planned Lead international forum in TD-SCDMA Frequent introduction of new models Continuously increase local production capacity and capability Intensive marketing on new models with competitive pricing Healthy sales through exclusive c

39、hannel partner PTACCapable after-sales service with 100 service stations nationwideLevers for improvement Lacks capability in W-CDMA and CDMA 2000Fully dependent on single national distributor Source:World computer journal,McKinsey analysis第19页/共30页21SIEMENS VALUE DELIVERY SYSTEM IS ORGANIZED AROUND

40、 PRODUCT LINES WITH MULTIPLE CUSTOMER INTERFACESValue delivery systemCustomer interfacesIC Mobile and IC Network communicate with the same telecom operators separately,with“multiple faces”Source:McKinsey analysis第20页/共30页22SIEMENS DISTRIBUTES THROUGH EXCLUSIVE NATIONAL RESELLER PTACSource:IDCRationa

41、lesSiemens partners with PTAC,taking advantage of their streamlined and efficient distribution channels.PTAC is selected as the exclusive national distributor due to resources and image.A uniform price level in the market is maintained nationwide to ensure healthy salesn nSiemens Channel StructureSi

42、emens Channel StructureRely on both 1st-tier national reseller PTAC and 2nd-tier provincial resellersDevote much attention to low-tier city marketVendor1st-tier resellersConsumers2nd-tier resellersRetailers/retail chain stores12%9%79%67%12%67%12%21%第21页/共30页23ORGANIZATION AND OWNERSHIP1.Background i

43、nformationLocationRegistered capitalManagementteamEquitystructureStarting yearNumber of employeesEra analysis4.Value chain strategy5.Organization and ownership6.Financial performanceFocus onMarketing,advertising and promotionDistribution(channel and sales force)Organization structureOwnership struct

44、ureSales Profit 2.Strategy 3.Product/marketMissionVisionCorporate strategyMarket positionKey product offeringsKey customersValue propositionGeographic focusPricing第22页/共30页24With a large product portfolio covering information and communication and home appliances etc.Siemenss organization is product

45、 focused with clear lines of P&L responsibilitiesSiemens has over 50 JVs and WOFEs in China with large commitments in telecommunication.Siemens Shanghai is devoted to mobile communication including mobile handsetsSiemenss joint ventures are managed under their own global BU,and Siemens China,the hol

46、ding company,coordinates and provides shared services for the global BU activities in ChinaSiemens is starting to centralize sales and marketing to better handle solution sales,and the goal is to consolidate all marketing and sales functions under Siemens directlyKEY MESSAGES-ORGANIZATION AND OWNERS

47、HIP第23页/共30页25WITH A LARGE PRODUCT PORTFOLIO,SIEMENS TENDS TO BE MORE PRODUCT FOCUSED WITH CLEAR LINES OF P&L RESPONSIBILITYOrganization structureP&L responsibility ICM manager for information and communication mobile ICN manager for information and communication networkDriving factorsIn order to me

48、et the trend of technological merging in Information and Communication field,the new Siemens business group-Information and Communication mobile(ICM)started its operation in April 1,2000.ICM handles the entire mobile telephone business,with regard to both communications terminals(mobile and wired ph

49、ones,mobile organizers and digital products)and mobile phone networks(products and services for mobile communication and intelligent networks).Source:Siemens press release,McKinsey analysis第24页/共30页26SIEMENS HAS OVER 50 JVs OR WOFEs IN CHINA,AMONG WHICH SIEMENS SHANGHAI IS DEVOTED TO MOBILE HANDSETS

50、Siemens ChinaBeijing international switching systems BISCSiemens transmission systems Guangzhou(STSG)Xin De telecom international ventures(TIV)Siemens ShanghaiMobile communicating(SSMC)Shanghai Siemens business communication system(SBCS)Main driversTo be close to customersTo be in line with governme