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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2021/2/8,#,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 it is not a complete record of the discussion.,SAMSUNG010605BJ-kickoff2,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting 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,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,2,SAMSUNG010605BJ-kickoff2,KEY ISSUES TO PROBE - SIEMENS,Strategy,Product/market,Value chain,strategy,Organization &,ownership,Financial,performance,What 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 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 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 and is its performance expected to improve further?,3,SAMSUNG010605BJ-kickoff2,BACKGROUND INFORMATION,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting 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,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,4,SAMSUNG010605BJ-kickoff2,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 sectors 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 globally,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 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,Implication,An early entrant to Chinas telecommunication market,Broad product portfolio representing all business sectors of Siemens worldwide,Source: Siemens press release,5,SAMSUNG010605BJ-kickoff2,STRATEGY,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting 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,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,6,SAMSUNG010605BJ-kickoff2,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.,Strategy,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 (without Japan and Korea),7,SAMSUNG010605BJ-kickoff2,SIEMENS IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999,Monthly market share development,(Percent of market in units sold),98,99,Jan 00,Dec 00,Nokia,Motorola,Siemens,Ericsson,Source: Retail Audit,Source: IDC, McKinsey Analysis,8,SAMSUNG010605BJ-kickoff2,SIEMENS HAS OVERTAKEN ERICSSON TO BE NO.3 IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUME,Others,Siemens,Ericsson,Motorola,1999,2001,2000,Samsung,Nokia,Breakdown of sales by brand each year,Percent,Source:GfK, IDC, McKinsey analysis,Others,Siemens,Ericsson,Motorola,1999,2001,2000,Samsung,Nokia,Breakdown of units sold by brand each year,Percent,9,SAMSUNG010605BJ-kickoff2,PRODUCT/MARKET,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting 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,Vision,Corporate strategy,Market position,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,10,SAMSUNG010605BJ-kickoff2,Siemens offersa competerangeofmobile communicationsolutions includingdevices,infrastructureandapplications.Siemenssmobile handsets comewithgood qualityand competitive pricing,Siemens targetsthe midtolowend of themobilehandsetmarket. Mostofits modelsareinthe price range frombelowRMB 1000toRMB 2200,Siemens hasdevoted great attentiontotheimportant 4,th,-tiercitiesand westChina, hence itsmarketshareinthesedevelopingareasarerelativelyhigherthanitsshareinthe moredeveloped areas.,KEYMESSAGES-PRODUCT/MARKET,11,SAMSUNG010605BJ-kickoff2,SIEMENS OFFERSA COMPLETE RANGE OF MOBILESOLUTIONSINCLUDING DEVICES, INFRASTRUCTURE ANDAPPLICATIONS,Products,Nowand future,Informationand,communication,mobile,Siemens,product,offerings,Informationand,communication,networks,Mobilenetwork,Wirelesshome network&officenetwork,Mobilehandset,C2588(small, light smart),S2588(braintruster),3508 (small,light, sexy),3518i(toughenough),3568i(smartthinking),Broadbandnetwork,IPnetwork,Fixed-line network,Transmissionnetwork,Officenetwork,Cablenetwork,Take TD-SCDMA mobilehandsetstoserialproductionlevelby2003,Offerthecompleterangeofmobile solutionsincludingmobile devices, infrastructure andapplications, e.g., wireless homenetwork,CompleterangeofGSM, GPRSand UMTSmobile networks,unified messagingandmobile payment,Overall strategy ofauniverseofone,pursuingIPdrivenvoiceand datacommunicationand customer-orientedend-to-endsolutionandservices,Source: Siemenspressrelease,12,SAMSUNG010605BJ-kickoff2,SIEMENS MODELSHAVE THEMOST COMPETITIVE PRICING,Source:McKinseyAnalysis,Product positioning Dec2000,A6188(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 phone,Product positioning June2000,9110,S800C(1.8%),V8088(1.6%),8850 (1.7%),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-medium,Medium-low,Low,Business/professional,Personal,*WAP phone,V998+(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%),Retailprice,High,High-medium,Medium-low,Low,Retailprice,RMB3,500,RMB2,200,RMB1,600,368C (2.3%),V2188(1.3%),RMB3,500,RMB2,200,RMB1,600,Red- Nokia,White- Motorola,Blue- Ericsson,Brown- Siemens,Green- Samsung,8250 (0.0%),6210 (0.6%),13,SAMSUNG010605BJ-kickoff2,SIEMENS TARGETSMID TO LOWENDOFTHE MARKET,High( RMB 3,500),Source:Sino-MR(Jan2001, Feb 2001), CCID,Breakdownof unit sold bybrand foreachprice point,Percent,High-mid(RMB 2,500-3,500),Mid(RMB2,000-2,500),Mid-Low(RMB1,500-2,000),Low (RMB1,500),Others,Siemens,Ericsson,Motorola,Samsung,Nokia,9%,15%,7%,Unitsas %of total,26%,43%,7,14,SAMSUNG010605BJ-kickoff2,Tier1,Tier2,Tier3,Tier4,Nokia,Motorola,Others,SIEMENS ALSO ADDRESSES THE IMPORTANT 4,TH,TIERCITYMARKET,Percent marketshare, 2000,Ericsson,Siemens,18%,19%,23%,40%,Tiersizeas %of total,100%=,Million units,6.7,7.0,8.5,14.8,Source: McKinsey Analysis,15,SAMSUNG010605BJ-kickoff2,SIEMENS ISRELATIVELY STRONG IN CENTRAL,EASTANDWEST,Market share bybrands per geographic area, 2001,Percent,Market share bygeographic area,Percent,East,Siemens,Ericsson,Samsung,Others,Nokia,Motorola,West,North,North-east,South,30,13,15,13,11,Central,18,Source: GfK, McKinsey Analysis,16,SAMSUNG010605BJ-kickoff2,VALUECHAIN STRATEGY,1.,Backgroundinformation,Location,Registeredcapital,Managementteam,Equitystructure,Starting year,Number ofemployees,Era analysis,4.,Valuechain strategy,5.,Organization and ownership,6.,Financialperformance,Focuson,Marketing,advertising and promotion,Distribution (channel and sales force),Organization structure,Ownershipstructure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporatestrategy,Market position,Key product offerings,Key customers,Valueproposition,Geographicfocus,Pricing,17,SAMSUNG010605BJ-kickoff2,Siemenssvaluedeliverysystem strategyhasevolved since 1999.It has invested$1.5billion in theAsian Pacificareaas its Asian offensive campaign,Siemens has spent agreateffort inlocalizing R&Dandmanufacturing.It has built R&D centersin BeijingandShanghai and has raised the mobilehandset production capacity inShanghaito 14million unitsin 2001. It isa leader in TD-SCDMA3G technologyin China,Siemens has achieveda marketshareof 12% insales volume,afterintensivemarketingof new modelswithcompetitive pricing,andaimsto increase itsmarket share to 15%,Siemens distributesthrough exclusive 1,st,-tiernationalreseller PTAC and 2,nd,-tierprovincial resellers. Auniform price levelin the market is maintained nationwide to ensure healthy sales.,KEY MESSAGES -VALUECHAIN STRATEGY,18,SAMSUNG010605BJ-kickoff2,SIEMENS VALUE DELIVERY SYSTEMHAS EVOLVED OVER THEYEARS,From. .(1997),To. . (2000),No R&D facilityin China,No productlocalization,Productioncapacityin Shanghai Pudong (150,000),60% of productsforChinese marketproduced in Hong Kong,Brightpoint handlingover90%of distribution,Market share less than 5%,Product,Production,Distribution,Marketing,Highcommitmentto TD-SCDMA testsacross China in 2001,AsianoffensivecampaignwithUS 1.5 billioninvestmentin R&D and marketing until 2003,Productioncapacityin Shanghai hasbeenraised to14 million units from 10million unitsin 2000,Usesdifferentdistributor (PTAC),but stillonlyone nationwide,Market share 12% asa result of intensive marketing ofnew modelswithcompetitive pricing,Aimsto increase,market share to15%,Source: Interviews,McKinsey analysis,19,SAMSUNG010605BJ-kickoff2,SIEMENS INVESTSTREMENDOUS EFFORT IN EVERY PART OF THEVALUE CHAIN,R&D,Manufacturing and supply chain,Marketing and branding,Sales and distribution,Service,Strengths,R&D centers formobile communication inBeijing and Shanghaiwithmorethan500engineersplanned,Leadinternational forumin TD-SCDMA,Frequent introduction ofnew models,Continuously increase local production capacity and capability,Intensivemarketingon new models with competitivepricing,Healthy sales through exclusive channelpartner PTAC,Capable after-salesservice with 100 servicestations nationwide,Levers forimprovement,Lackscapability inW-CDMA andCDMA2000,Fullydependenton singlenationaldistributor,Source: World computer journal, McKinseyanalysis,20,SAMSUNG010605BJ-kickoff2,SIEMENS VALUE DELIVERY SYSTEMIS ORGANIZED AROUNDPRODUCT LINES WITH MULTIPLE CUSTOMER INTERFACES,Valuedeliverysystem,Customer interfaces,IC MobileandIC Networkcommunicate with the same telecomoperatorsseparately, with “multiple faces”,Source: McKinsey analysis,21,SAMSUNG010605BJ-kickoff2,SIEMENS DISTRIBUTESTHROUGH EXCLUSIVE NATIONAL RESELLERPTAC,Source: IDC,Rationales,Siemens partners with PTAC, takingadvantageof their streamlinedandefficientdistribution channels. PTAC isselectedas the exclusive nationaldistributor due toresourcesand image.,A uniformpricelevel inthe marketis maintainednationwideto ensurehealthy sales,Siemens ChannelStructure,Relyon both 1,st,-tiernationalreseller PTAC and 2,nd,-tierprovincial resellers,Devote much attention tolow-tier city market,Vendor,1,st,-tierresellers,Consumers,2,nd,-tierresellers,Retailers/retail chain stores,12%,9%,79%,67%,12%,67%,12%,21%,22,SAMSUNG010605BJ-kickoff2,ORGANIZATION AND OWNERSHIP,1.,Backgroundinformation,Location,Registeredcapital,Managementteam,Equitystructure,Starting year,Number ofemployees,Era analysis,4.,Valuechain strategy,5.,Organization and ownership,6.,Financialperformance,Focuson,Marketing,advertising and promotion,Distribution (channel and sales force),Organization structure,Ownershipstructure,Sales,Profit,2.,Strategy,3.,Product /market,Mission,Vision,Corporatestrategy,Market position,Key product offerings,Key customers,Valueproposition,Geographicfocus,Pricing,23,SAMSUNG010605BJ-kickoff2,Witha large productportfoliocoveringinformation andcommunicationand home appliancesetc.Siemenssorganization isproduct focused with clear lines of P&Lresponsibilities,Siemens has over 50JVs and WOFEs in China with large commitmentsin telecommunication. SiemensShanghaiis devotedto mobilecommunicationincludingmobile handsets,Siemenssjointventuresare managed under their own globalBU, and SiemensChina, the holdingcompany, coordinatesandprovides sharedservicesfor the globalBU activities in China,Siemens isstartingto centralize salesand marketing to better handlesolutionsales, andthegoalis toconsolidate all marketing andsales functions under Siemensdirectly,KEY MESSAGES -ORGANIZATION AND OWNERSHIP,24,SAMSUNG010605BJ-kickoff2,WITHA LARGE PRODUCTPORTFOLIO, SIEMENSTENDSTO BE MORE PRODUCTFOCUSED WITH CLEAR LINESOF P&L RESPONSIBILITY,Organization structure,P&L responsibility,ICM manager forinformation and communicationmobile,ICN manager forinformation and communicationnetwork,Driving factors,In order to meet thetrend oftechnological merging inInformation andCommunicationfield, thenewSiemens business group -Information andCommunicationmobile (ICM) starteditsoperationin April 1, 2000.,ICM handles theentire mobiletelephonebusiness,withregard tobothcommunicationsterminals(mobile and wired phones,mobile organizers and digitalproducts)andmobile phone networks (products andservicesfor mobilecommunicationand intelligentnetworks).,Source:Siemenspressrelease,McKinseyanalysis,25,SAMSUNG010605BJ-kickoff2,SIEMENSHASOVER50JVsORWOFEsINCHINA,AMONGWHICHSIEMENSSHANGHAIISDEVOTEDTOMOBILEHANDSETS,SiemensChina,Beijinginternationalswitchingsystems,BISC,SiemenstransmissionsystemsGuangzhou,(STSG),XinDetelecom,internationalventures,(TIV),SiemensShanghai,Mobilecommunicating(SSMC),ShanghaiSiemensbusinesscommunicationsystem,(SBCS),Maindrivers,Tobeclosetocustomers,Tobeinlinewithgovernmentpolicies,TobecomeChinesecompanyforChinesepeople,40%,WithGuangzhouNanfangphotoelectrical,telecommunication,60%,Beijingwirecommunication.,Beijingtelephoneauthorities,Beijingcomprehensiveinvestment,ShanghaiAijian,Shanghai,Xinguang,WithShanghaivideoandAudio,Electronics,Shanghai,Postandtelecommunication,51%,Establish,year,Product,offering,1990,EWSD,switching,1993-1994,Transmission,systems,(PDH,SDH,DWDM),1994,Financeleasingandconsulting,Hicom,300switchingsystem,GSMmobilenetworksand,mobilehandsets,MPTsFirstResearchInstitute,1993,1993,NotExhaustive,Source:Siemenspressrelease,26,SAMSUNG010605BJ-kickoff2,SIEMENSHASMADELARGECOMMITMENTSINTELECOMMUNICATIONINCHINA,JVcompany,Yearofcontract,Plannedinvestment(mDM),Siemensshare(%),Chinesepartner(share),Businessscope,BeijingInternationalSwitchingSystemsCo.,Ltd.,SiemensFibreOpticCablesLtdChengdu,SiemensShanghaiMobileCommunicationLtd.,GuangzhouNanfangTransmissionSystemsLtd.,SiemensTelecomPowerSupplyLtd.Shanghai,XinDeTelecomInternationalVenturesCo.Ltd.,SiemensBusinessCommunicationSystemsLtd.Shanghai,SiemensShanghaiCommunicationTerminalsLtd.,SiemensOpticalFiberCablesLtd.Chengdu,90,98,93,93,94,93,95,94,90,54.5,50,15,35,45,40,50,51,60,50,BeijingWireCommunicationPlant25,BeijingTelephoneAuthorities25,BeijingComprehensiveInvestmentCo.10,ChengduFibreOpticCableFactory(CDC),ThetownofShanghai;TheMinistryforpostandTelecommunications,GuangzhouNanfangPhotoelectricalTelecommunicationsEquipmentFactory,ShanghaiAijianCompanyLtd.21,ShanghaiXinguangTelecommunicationsplant28,ShanghaiVideoandAudioElectronicsCo.,Ltd.40,ChengduTelecommunicationsCableCo.,Ltd50,EWSDmanufacturinganddistribution,Fibreopticcable,GSMmobileradionetworksandterminals,Transmissionequipment(e.g.PDH),Powersupplyfortelecomsystems,TechnologyTraining,Hicom300,TelephoneandTelecommunicationterminals,Loosetubeopticalfibercable,Source:Siemenspressrelease,27,SAMSUNG010605BJ-kickoff2,FINANCIALPERFORMANCE,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,28,SAMSUNG010605BJ-kickoff2,SiemensInformationandCommunication(IC)reportsanotherayearofexcellentbusinessperformanceglobally.In2000,ICmobileincludingthemobilehandsetbusinessachievedEUR9billioninsalesworld-widewithanexpectedCAGRof69%in1999-2001.TheEBITmarginofICmobilehasalsoimprovedfrom6%in1999to8%in2000,SiemensachievedarevenueofEUR2.4billioninChinaoverallsectors,towhichInformationandCommunicationmadeasignificantcontribution,KEYMESSAGES-FINANCIALPERFORMANCE,29,SAMSUNG010605BJ-kickoff2,SIEMENSINFORMATIONANDCOMMUNICATIONREPORTSANOTHERYEAROFEXCELLENTBUSINESSPERFORMANCEGLOBALLY,EURbillions,*MobilehandsetbelongstoICmobile,Source:GoldmanSachs,SiemensPressRelease,McKinseyanalysis,Globalrevenue,ICnetwork,ICmobile*,CAGR1999-2001,Percent,11,69,1999,2000,2001E,GlobalEBIT,ICnetwork,ICmobile*,CAGR1999-2001,Percent,46,102,1999,2000,2001E,30,SAMSUNG010605BJ-kickoff2,
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