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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,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,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,SA,M,SUNG010605BJ-kickoff2,KEYISSUESTOPROBE-SIEMENS,Strategy,Product/market,Valuec,h,ain,s,t,rategy,Organization&,ownership,Financial,performance,What does Siemens aimto bein 2005in mobile communication?,How areSiemenss product and valuedelivery system strategiesdifferent fromits competitors?,What will be Siemenss future products andwhichsegments of the market willit target at?,In which segment of the market is Siemensstrongor weak?,What isthe key success factors forSiemens to pick up market share quickly since 1999?,How does Siemenss distribution channel differ from itscompetitors?,How capable isSiemens in R&D,manufacturing,sales andmarketing?,With abroad productportfolio,howdoes Siemensorganize or reorganize itself?,How does Siemens perform andis itsperformance expectedto improve further?,2,SAMSUNG010605BJ-kickoff2,BACKGROUND INFORMATION,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Numberof employees,Era analysis,4.,Value chain strategy,5.,Organization and ownership,6.,Financial performance,Focus on,Marketing,advertising andpromotion,Distribution(channeland sales force),Organization structure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporate strategy,Marketposition,Key product offerings,Key customers,Value proposition,Geographic focus,Pricing,3,SAMSUNG010605BJ-kickoff2,CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS INASIA PACIFIC,Location,Based at Germany,50+JVs,28 offices in China,Shanghai is the largest Siemens location outsideGermany,Investment,Invested USD 0.44 billion inChina,Business,All business sectorsof Siemens includinginformationand communication,automation and control,power,transportation and household appliance,etc.,Starting,EnteredChinas telecommunication in 1985,Information and communication business started 1991,Employees,30,000staff in informationand communication mobile globally,25,000employees forall business sectorsin china,History,1982 Siemens Beijingofficeopened,1985 entered Chinastelecommunication market,1990 established JV BeijingInternationalSwitching System,1994 Siemens China founded in Beijing,1998 formed businesssegment-Informationand Communication,2000 joined forces with CATTand Huavei for nextgeneration mobile technology.Founded TD-SCDMA international forum with Datang,CATT,Huawei,Motorola,Nortel,Chinamobile,and Unicom,Implication,An early entrant to Chinastelecommunication market,Broad productportfolio representing allbusiness sectors ofSiemensworldwide,Source:Siemens pressrelease,4,SAMSUNG010605BJ-kickoff2,STRATEGY,1.,Background information,Location,Registered capital,Managementteam,Equitystructure,Starting year,Numberof employees,Era analysis,4.,Value chain strategy,5.,Organization and ownership,6.,Financial performance,Focus on,Marketing,advertising andpromotion,Distribution(channeland sales force),Organization structure,Ownership structure,Sales,Profit,2.,Strategy,3.,Product/market,Mission,Vision,Corporatestrategy,Marketposition,Keyproductofferings,Keycustomers,Valueproposition,Geographicfocus,Pricing,5,SAMSUNG010605BJ-kickoff2,SIEMENSAIMSTOBENUMBER2INMOBILECOMMUNICATIONMARKETINCHINA,Product,Focusonstylishnewmodelswithsuitablepricingtargetingmidtolowendofthemarket,Investinfutureproducts,e.g.,TD-SCDMAhandsetsandwirelesshomenetworkdevices,etc.,Strategy,Value delivery system,EstablishR&DcentersformobilecommunicationinBeijingandShanghai,Mobilehandsetproductioncapacitybeingraisedto14millioninShanghai,agrowthof40%since2000,Intensivemarketingonnewproductswithmostcompetitivepricing,CarefullyselectexclusivechannelpartnerPTACtomaintainuniformpricelevelnationwidetoensurehealthysales,Helpsresellerssetupservicecenterstohandlerepairandmaintenance,Vision,Tobenumber2intheAsianmobilecommunicationmarket(withoutJapanandKorea),6,SAMSUNG010605BJ-kickoff2,SIEMENSISRISINGSTEADILYINMOBILEHANDSETSSINCE1999,Monthlymarketsharedevelopment,(Pe
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