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MobileHandsetCompetitorAnalysis:Siemens
SAMSUNGELECTRONICSCHINA(SECChina)
August20,2001
,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.
OVERVIEWOFCOMPETITORANALYSISFRAMEWORK
Location
Registered capital
Management team
Equity structure
Startingyear
Numberof employees
Eraanalysis
Focuson
Marketing, advertisingand promotion
Distribution(channel andsalesforce)
Organizationstructure
Ownershipstructure
Sales
Profit
Mission
Vision
Corporatestrategy
Marketposition
Keyproductofferings
Keycustomers
Valueproposition
Geographicfocus
Pricing
1
KEYISSUESTOPROBE-SIEMENS
Strategy
Product/market
Valuechain
strategy
Organization&
ownership
Financial
performance
WhatdoesSiemensaimtobein2005inmobilecommunication?
HowareSiemens’sproductandvaluedeliverysystemstrategiesdifferentfromitscompetitors’?
WhatwillbeSiemens’sfutureproductsandwhichsegmentsofthemarketwillittargetat?
InwhichsegmentofthemarketisSiemensstrongorweak?
WhatisthekeysuccessfactorsforSiemenstopickupmarketsharequicklysince1999?
HowdoesSiemens’sdistributionchanneldifferfromitscompetitors’?
HowcapableisSiemensinR&D,manufacturing,salesandmarketing?
Withabroadproductportfolio,howdoesSiemensorganizeorreorganizeitself?
HowdoesSiemensperformandisitsperformanceexpectedtoimprovefurther?
2
BACKGROUNDINFORMATION
Location
Registered capital
Management team
Equity structure
Startingyear
Numberof employees
Eraanalysis
Focuson
Marketing, advertisingand promotion
Distribution(channel andsalesforce)
Organizationstructure
Ownershipstructure
Sales
Profit
Mission
Vision
Corporatestrategy
Marketposition
Keyproductofferings
Keycustomers
Valueproposition
Geographicfocus
Pricing
3
CHINAHASDEVELOPEDINTOAMAJORPILLARFORSIEMENSBUSINESSINASIAPACIFIC
Location
BasedatGermany
50+JVs,28officesinChina
ShanghaiisthelargestSiemenslocationoutsideGermany
Investment
Business
AllbusinesssectorsofSiemensincludinginformation andcommunication,automationandcontrol,power, transportationandhouseholdappliance,etc.
Starting
EnteredChina'stelecommunicationin1985
Informationandcommunicationbusinessstarted1991
Employees
30,000staffininformationandcommunicationmobileglobally
25,000employeesforallbusinesssectorsinchina
History
1982SiemensBeijingofficeopened
1985enteredChina'stelecommunicationmarket
1990establishedJVBeijingInternationalSwitchingSystem
1994SiemensChinafoundedinBeijing
1998formedbusinesssegment-InformationandCommunication
-SCDMAinternationalforumwithDatang,CATT,Huawei,Motorola,Nortel,Chinamobile,andUnicom
Implication
AnearlyentranttoChina'stelecommunicationmarket
Broadproductportfoliorepresenting allbusinesssectorsof Siemensworldwide
Source:Siemenspressrelease
4
STRATEGY
Location
Registered capital
Management team
Equity structure
Startingyear
Numberof employees
Eraanalysis
Focuson
Marketing, advertisingand promotion
Distribution(channel andsalesforce)
Organizationstructure
Ownershipstructure
Sales
Profit
Mission
Vision
Corporatestrategy
Marketposition
Keyproductofferings
Keycustomers
Valueproposition
Geographicfocus
Pricing
5
SIEMENSAIMSTOBENUMBER2INMOBILECOMMUNICATIONMARKETINCHINA
Product
Focusonstylishnewmodelswithsuitablepricingtargetingmidtolowendofthemarket
Investinfutureproducts,.,TD-SCDMAhandsetsandwirelesshomenetworkdevices,etc.
Strategy
Valuedeliverysystem
EstablishR&DcentersformobilecommunicationinBeijingandShanghai
Mobilehandsetproductioncapacitybeingraisedto14millioninShanghai,agrowthof40%since2000
Intensivemarketingonnewproductswithmostcompetitivepricing
CarefullyselectexclusivechannelpartnerPTACtomaintainuniformpricelevelnationwidetoensurehealthysales
Helpsresellerssetupservicecenterstohandlerepairandmaintenance
Vision
Tobenumber2intheAsianmobilecommunicationmarket(withoutJapanandKorea)
6
SIEMENSISRISINGSTEADILYINMOBILEHANDSETSSINCE1999
Monthlymarketsharedevelopment
(Percentofmarketinunitssold)
98
99
Jan‘00
Dec‘00
Nokia
Motorola
Siemens
Ericsson
Source:RetailAudit
Source:IDC,McKinseyAnalysis
7
Others
Siemens
Ericsson
Motorola
1999
2001
2000
Samsung
Nokia
Breakdownofsalesbybrandeachyear
Percent
Source: GfK,IDC,McKinseyanalysis
Others
Siemens
Ericsson
Motorola
1999
2001
2000
Samsung
Nokia
Breakdownofunitssoldbybrandeachyear
Percent
8
PRODUCT/MARKET
Location
Registeredcapital
Managementteam
Equity structure
Startingyear
Numberofemployees
Eraanalysis
Focuson
Marketing,advertisingand promotion
Distribution(channel andsalesforce)
Organizationstructure
Ownershipstructure
Sales
Profit
Mission
Vision
Corporatestrategy
Marketposition
Keyproductofferings
Keycustomers
Valueproposition
Geographicfocus
Pricing
9