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SAMSUNG010605BJ-kickoff2,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Unit of measure,*,Source:,CONFIDENTIAL,MobileHandsetCompetitorAnalysis:Siemens,SAMSUNGELECTRONICSCHINA(SECChina),August20,2001,Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion.,SAMSUNG010605BJ-kickoff2,OVERVIEWOFCOMPETITORANALYSISFRAMEWORK,1.,Backgroundinformation,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Numberofemployees,Eraanalysis,4.,Valuechainstrategy,5.,Organizationandownership,6.,Financialperformance,Focuson,Marketing,advertisingandpromotion,Distribution(channelandsalesforce),Organizationstructure,Ownershipstructure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporatestrategy,Marketposition,Keyproductofferings,Keycustomers,Valueproposition,Geographicfocus,Pricing,1,SAMSUNG010605BJ-kickoff2,KEYISSUESTOPROBE-SIEMENS,Strategy,Product/market,Valuechain,strategy,Organization&,ownership,Financial,performance,WhatdoesSiemensaimtobein2005inmobilecommunication?,HowareSiemenssproductandvaluedeliverysystemstrategiesdifferentfromitscompetitors?,WhatwillbeSiemens,sfutureproductsandwhichsegmentsofthemarketwillittargetat?,InwhichsegmentofthemarketisSiemensstrongorweak?,WhatisthekeysuccessfactorsforSiemenstopickupmarketsharequicklysince1999?,HowdoesSiemens,sdistributionchanneldifferfromitscompetitors?,HowcapableisSiemensinR&D,manufacturing,salesandmarketing?,Witha broadproductportfolio,howdoesSiemensorganize orreorganizeitself?,HowdoesSiemensperformandisitsperformanceexpectedtoimprovefurther?,2,SAMSUNG010605BJ-kickoff2,BACKGROUND INFORMATION,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,3,SAMSUNG010605BJ-kickoff2,CHINA HAS DEVELOPEDINTOA MAJORPILLARFORSIEMENSBUSINESSINASIAPACIFIC,Location,Based atGermany,50+JVs,28officesin China,ShanghaiisthelargestSiemenslocationoutsideGermany,Investment,InvestedUSD0.44 billion inChina,Business,AllbusinesssectorsofSiemensincluding informationandcommunication,automation and control,power,transportationandhousehold appliance,etc.,Starting,EnteredChinastelecommunication in1985,Informationandcommunication business started 1991,Employees,30,000 staffininformationandcommunication mobile globally,25,000 employeesforallbusiness sectors inchina,History,1982SiemensBeijingofficeopened,1985enteredChinastelecommunication market,1990establishedJVBeijingInternational SwitchingSystem,1994SiemensChina founded in Beijing,1998formedbusinesssegment-Information and Communication,2000joinedforces withCATTandHuaveifornextgenerationmobile technology.FoundedTD-SCDMAinternational forumwith Datang,CATT,Huawei,Motorola,Nortel,Chinamobile,andUnicom,Implication,An earlyentranttoChinastelecommunication market,Broad product portfoliorepresentingall business sectors of Siemens worldwide,Source:Siemenspress release,4,SAMSUNG010605BJ-kickoff2,STRATEGY,1.,Background information,Location,Registeredcapital,Managementteam,Equitystructure,Startingyear,Number of employees,Eraanalysis,4.,Value chainstrategy,5.,Organizationandownership,6.,Financial performance,Focus on,Marketing,advertisingandpromotion,Distribution(channel and salesforce),Organizationstructure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Market position,Keyproductofferings,Keycustomers,Value proposition,Geographic focus,Pricing,5,SAMSUNG010605BJ-kickoff2,SIEMENSAIMSTOBE NUMBER 2IN MOBILE COMMUNICATIONMARKET IN CHINA,Product,Focus onstylishnewmodelswithsuitable pricing targetingmidto low end of the market,Invest in futureproducts,e.g.,TD-SCDMA handsets and wirelesshomenetworkdevices,etc.,Strategy,Value delivery system,Establish R&D centers for mobilecommunication in Beijing and Shanghai,Mobile handset production capacity beingraisedto 14 million inShanghai,agrowthof 40%since2000,Intensive marketingon new productswithmost competitive pricing,Carefully selectexclusive channel partner PTACto maintainuniformprice levelnationwide to ensurehealthysales,Helps resellerssetup service centers to handlerepairandmaintenance,Vision,To be number2 in the Asianmobile communicationmarket(withoutJapan and Korea),6,SAMSUNG010605BJ-kickoff2,SIEMENSIS RISING STEADILY IN MOBILEHANDSETS SINCE1999,Monthlymarket sharedevelopment,(Percentofmarket in unitssold),98,99,Jan,00,Dec,00,Nokia,Motorola,Siemens,Ericsson,Source:Retail Audit,Source:IDC,McKinsey
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