071麦肯锡-三星战略TO西门子.ppt

SAMSUNG010605BJ kickoff2 CONFIDENTIAL MobileHandsetCompetitorAnalysis Siemens SAMSUNGELECTRONICSCHINA SECChina August20 2001 Thisreportissolelyfortheuseofclientpersonnel Nopartofitmaybecirculated quoted orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinseyitisnotacompleterecordofthediscussion SAMSUNG010605BJ kickoff2 1 OVERVIEWOFCOMPETITORANALYSISFRAMEWORK 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing SAMSUNG010605BJ kickoff2 2 KEYISSUESTOPROBE SIEMENS Strategy Product market Valuechainstrategy Organization ownership Financialperformance WhatdoesSiemensaimtobein2005inmobilecommunication HowareSiemens sproductandvaluedeliverysystemstrategiesdifferentfromitscompetitors WhatwillbeSiemens sfutureproductsandwhichsegmentsofthemarketwillittargetat InwhichsegmentofthemarketisSiemensstrongorweak WhatisthekeysuccessfactorsforSiemenstopickupmarketsharequicklysince1999 HowdoesSiemens sdistributionchanneldifferfromitscompetitors HowcapableisSiemensinR D manufacturing salesandmarketing Withabroadproductportfolio howdoesSiemensorganizeorreorganizeitself HowdoesSiemensperformandisitsperformanceexpectedtoimprovefurther SAMSUNG010605BJ kickoff2 3 BACKGROUNDINFORMATION 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing SAMSUNG010605BJ kickoff2 4 CHINAHASDEVELOPEDINTOAMAJORPILLARFORSIEMENSBUSINESSINASIAPACIFIC BasedatGermany50 JVs 28officesinChinaShanghaiisthelargestSiemenslocationoutsideGermany InvestedUSD0 44billioninChina AllbusinesssectorsofSiemensincludinginformationandcommunication automationandcontrol power transportationandhouseholdappliance etc EnteredChina stelecommunicationin1985Informationandcommunicationbusinessstarted1991 30 000staffininformationandcommunicationmobileglobally25 000employeesforallbusinesssectorsinchina 1982SiemensBeijingofficeopened1985enteredChina stelecommunicationmarket1990establishedJVBeijingInternationalSwitchingSystem1994SiemensChinafoundedinBeijing1998formedbusinesssegment InformationandCommunication2000joinedforceswithCATTandHuaveifornextgenerationmobiletechnology FoundedTD SCDMAinternationalforumwithDatang CATT Huawei Motorola Nortel Chinamobile andUnicom Implication AnearlyentranttoChina stelecommunicationmarketBroadproductportfoliorepresentingallbusinesssectorsofSiemensworldwide Source Siemenspressrelease SAMSUNG010605BJ kickoff2 5 STRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing SAMSUNG010605BJ kickoff2 6 SIEMENSAIMSTOBENUMBER2INMOBILECOMMUNICATIONMARKETINCHINA FocusonstylishnewmodelswithsuitablepricingtargetingmidtolowendofthemarketInvestinfutureproducts e g TD SCDMAhandsetsandwirelesshomenetworkdevices etc Strategy EstablishR DcentersformobilecommunicationinBeijingandShanghaiMobilehandsetproductioncapacitybeingraisedto14millioninShanghai agrowthof40 since2000IntensivemarketingonnewproductswithmostcompetitivepricingCarefullyselectexclusivechannelpartnerPTACtomaintainuniformpricelevelnationwidetoensurehealthysalesHelpsresellerssetupservicecenterstohandlerepairandmaintenance VisionTobenumber2intheAsianmobilecommunicationmarket withoutJapanandKorea SAMSUNG010605BJ kickoff2 7 SIEMENSISRISINGSTEADILYINMOBILEHANDSETSSINCE1999 Monthlymarketsharedevelopment Percentofmarketinunitssold 98 99 Jan 00 Dec 00 Nokia Motorola Siemens Ericsson Source RetailAudit Source IDC McKinseyAnalysis SAMSUNG010605BJ kickoff2 8 SIEMENSHASOVERTAKENERICSSONTOBENO 3INMOBILEHANDSETBYBOTHREVENUEANDSALESVOLUME Others Siemens Ericsson Motorola 1999 2001 2000 Samsung Nokia BreakdownofsalesbybrandeachyearPercent Source GfK IDC McKinseyanalysis Others Siemens Ericsson Motorola 1999 2001 2000 Samsung Nokia BreakdownofunitssoldbybrandeachyearPercent SAMSUNG010605BJ kickoff2 9 PRODUCT MARKET 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing SAMSUNG010605BJ kickoff2 10 Siemensoffersacompeterangeofmobilecommunicationsolutionsincludingdevices infrastructureandapplications Siemens smobilehandsetscomewithgoodqualityandcompetitivepricingSiemenstargetsthemidtolowendofthemobilehandsetmarket MostofitsmodelsareinthepricerangefrombelowRMB1000toRMB2200Siemenshasdevotedgreatattentiontotheimportant4th tiercitiesandwestChina henceitsmarketshareinthesedevelopingareasarerelativelyhigherthanitsshareinthemoredevelopedareas KEYMESSAGES PRODUCT MARKET SAMSUNG010605BJ kickoff2 11 SIEMENSOFFERSACOMPLETERANGEOFMOBILESOLUTIONSINCLUDINGDEVICES INFRASTRUCTUREANDAPPLICATIONS Products Nowandfuture Informationandcommunicationmobile Siemensproductofferings Informationandcommunicationnetworks MobilenetworkWirelesshomenetwork officenetworkMobilehandsetC2588 small lightsmart S2588 braintruster 3508 small light sexy 3518i toughenough 3568i smartthinking BroadbandnetworkIPnetworkFixed linenetworkTransmissionnetworkOfficenetworkCablenetwork TakeTD SCDMAmobilehandsetstoserialproductionlevelby2003Offerthecompleterangeofmobilesolutionsincludingmobiledevices infrastructureandapplications e g wirelesshomenetwork CompleterangeofGSM GPRSandUMTSmobilenetworks unifiedmessagingandmobilepayment Overallstrategyof auniverseofone pursuingIPdrivenvoiceanddatacommunicationandcustomer orientedend to endsolutionandservices Source Siemenspressrelease SAMSUNG010605BJ kickoff2 12 SIEMENSMODELSHAVETHEMOSTCOMPETITIVEPRICING Source McKinseyAnalysis ProductpositioningDec2000 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 WAPphone ProductpositioningJune2000 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 WAPphone 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 NokiaWhite MotorolaBlue EricssonBrown SiemensGreen Samsung 8250 0 0 6210 0 6 SAMSUNG010605BJ kickoff2 13 SIEMENSTARGETSMIDTOLOWENDOFTHEMARKET High RMB3 500 Source Sino MR Jan2001 Feb2001 CCID BreakdownofunitsoldbybrandforeachpricepointPercent High mid RMB2 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 oftotal 26 43 7 SAMSUNG010605BJ kickoff2 14 Tier1 Tier2 Tier3 Tier4 Nokia Motorola Others SIEMENSALSOADDRESSESTHEIMPORTANT4THTIERCITYMARKET Percentmarketshare 2000 Ericsson Siemens 18 19 23 40 Tiersizeas oftotal 100 Millionunits 6 7 7 0 8 5 14 8 Source McKinseyAnalysis SAMSUNG010605BJ kickoff2 15 SIEMENSISRELATIVELYSTRONGINCENTRAL EASTANDWEST Marketsharebybrandspergeographicarea 2001Percent MarketsharebygeographicareaPercent East Siemens Ericsson Samsung Others Nokia Motorola West North North east South 30 13 15 13 11 Central 18 Source GfK McKinseyAnalysis SAMSUNG010605BJ kickoff2 16 VALUECHAINSTRATEGY 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing SAMSUNG010605BJ kickoff2 17 Siemens svaluedeliverysystemstrategyhasevolvedsince1999 Ithasinvested 1 5billionintheAsianPacificareaasitsAsianoffensivecampaignSiemenshasspentagreateffortinlocalizingR Dandmanufacturing IthasbuiltR DcentersinBeijingandShanghaiandhasraisedthemobilehandsetproductioncapacityinShanghaito14millionunitsin2001 ItisaleaderinTD SCDMA3GtechnologyinChinaSiemenshasachievedamarketshareof12 insalesvolume afterintensivemarketingofnewmodelswithcompetitivepricing andaimstoincreaseitsmarketshareto15 Siemensdistributesthroughexclusive1st tiernationalresellerPTACand2nd tierprovincialresellers Auniformpricelevelinthemarketismaintainednationwidetoensurehealthysales KEYMESSAGES VALUECHAINSTRATEGY SAMSUNG010605BJ kickoff2 18 SIEMENSVALUEDELIVERYSYSTEMHASEVOLVEDOVERTHEYEARS From 1997 To 2000 NoR DfacilityinChinaNoproductlocalizationProductioncapacityinShanghaiPudong 150 000 60 ofproductsforChinesemarketproducedinHongKongBrightpointhandlingover90 ofdistributionMarketsharelessthan5 ProductProductionDistributionMarketing HighcommitmenttoTD SCDMA testsacrossChinain2001AsianoffensivecampaignwithUS1 5billioninvestmentinR Dandmarketinguntil2003ProductioncapacityinShanghaihasbeenraisedto14millionunitsfrom10millionunitsin2000Usesdifferentdistributor PTAC butstillonlyonenationwideMarketshare12 asaresultofintensivemarketingofnewmodelswithcompetitivepricing Aimstoincreasemarketshareto15 Source Interviews McKinseyanalysis SAMSUNG010605BJ kickoff2 19 SIEMENSINVESTSTREMENDOUSEFFORTINEVERYPARTOFTHEVALUECHAIN Strengths R DcentersformobilecommunicationinBeijingandShanghaiwithmorethan500engineersplannedLeadinternationalforuminTD SCDMAFrequentintroductionofnewmodels Continuouslyincreaselocalproductioncapacityandcapability Intensivemarketingonnewmodelswithcompetitivepricing HealthysalesthroughexclusivechannelpartnerPTAC Capableafter salesservicewith100servicestationsnationwide Leversforimprovement LackscapabilityinW CDMAandCDMA2000 Fullydependentonsinglenationaldistributor Source Worldcomputerjournal McKinseyanalysis SAMSUNG010605BJ kickoff2 20 SIEMENSVALUEDELIVERYSYSTEMISORGANIZEDAROUNDPRODUCTLINESWITHMULTIPLECUSTOMERINTERFACES Valuedeliverysystem Customerinterfaces ICMobileandICNetworkcommunicatewiththesametelecomoperatorsseparately with multiplefaces Source McKinseyanalysis SAMSUNG010605BJ kickoff2 21 SIEMENSDISTRIBUTESTHROUGHEXCLUSIVENATIONALRESELLERPTAC Source IDC RationalesSiemenspartnerswithPTAC takingadvantageoftheirstreamlinedandefficientdistributionchannels PTACisselectedastheexclusivenationaldistributorduetoresourcesandimage Auniformpricelevelinthemarketismaintainednationwidetoensurehealthysales SiemensChannelStructure Relyonboth1st tiernationalresellerPTACand2nd tierprovincialresellersDevotemuchattentiontolow tiercitymarket Vendor 1st tierresellers Consumers 2nd tierresellers Retailers retailchainstores 12 9 79 67 12 67 12 21 SAMSUNG010605BJ kickoff2 22 ORGANIZATIONANDOWNERSHIP 1 Backgroundinformation LocationRegisteredcapitalManagementteamEquitystructure StartingyearNumberofemployeesEraanalysis 4 Valuechainstrategy 5 Organizationandownership 6 Financialperformance FocusonMarketing advertisingandpromotionDistribution channelandsalesforce OrganizationstructureOwnershipstructure SalesProfit 2 Strategy 3 Product market MissionVisionCorporatestrategyMarketposition KeyproductofferingsKeycustomersValuepropositionGeographicfocusPricing SAMSUNG010605BJ kickoff2 23 Withalargeproductportfoliocoveringinformationandcommunicationandhomeappliancesetc Siemens sorganizationisproductfocusedwithclearlinesofP LresponsibilitiesSiemenshasover50JVsandWOFEsinChinawithlargecommitmentsintelecommunication SiemensShanghaiisdevotedtomobilecommunicationincludingmobilehandsetsSiemens sjointventuresaremanagedundertheirownglobalBU andSiemensChina theholdingcompany coordinatesandprovidessharedservicesfortheglobalBUactivitiesinChinaSiemensisstartingtocentralizesalesandmarketingtobetterhandlesolutionsales andthegoalistoconsolidateallmarketingandsalesfunctionsunderSiemensdirectly KEYMESSAGES ORGANIZATIONANDOWNERSHIP SAMSUNG010605BJ kickoff2 24 WITHALARGEPRODUCTPORTFOLIO SIEMENSTENDSTOBEMOREPRODUCTFOCUSEDWITHCLEARLINESOFP LRESPONSIBILITY Organizationstructure P Lresponsibility ICMmanagerforinformationandcommunicationmobileICNmanagerforinformationandcommunicationnetwork DrivingfactorsInordertomeetthetrendoftechnologicalmerginginInformationandCommunicationfield thenewSiemensbusinessgroup InformationandCommunicationmobile ICM starteditsoperationinApril1 2000 ICMhandlestheentiremobiletelephonebusiness withregardtobothcommunicationsterminals mobileandwiredphones mobileorganizersanddigitalproducts andmobilephonenetworks productsandservicesformobilecommunicationandintelligentnetworks Source Siemenspressrelease McKinseyanalysis SAMSUNG010605BJ kickoff2 25 SIEMENSHASOVER50JVsORWOFEsINCHINA AMONGWHICHSIEMENSSHANGHAIISDEVOTEDTOMOBILEHANDSETS SiemensChina BeijinginternationalswitchingsystemsBISC SiemenstransmissionsystemsGuangzhou STSG XinDetelecominternationalventures TIV SiemensShanghaiMobilecommunicating SSMC ShanghaiSiemensbusinesscommunicationsystem SBCS Maindrivers TobeclosetocustomersTobeinlinewithgovernmentpoliciesTobecomeChinesecompanyforChinesepeople 40 WithGuangzhouNanfangphotoelectricaltelecommunication 60 Beijingwirecommunication BeijingtelephoneauthoritiesBeijingcomprehensiveinvestment ShanghaiAijian ShanghaiXinguang WithShanghaivideoandAudioElectronics ShanghaiPostandtelecommunication 51 Establishyear Productoffering 1990 EWSDswitching 1993 1994 Transmissionsystems PDH SDH DWDM 1994 Financeleasingandconsulting Hicom300switchingsystem GSMmobilenetworksandmobilehandsets MPT sFirstResearchInstitute 1993 1993 NotExhaustive Source Siemenspressrelease SAMSUNG010605BJ kickoff2 26 SIEMENSHASMADELARGECOMMITMENTSINTELECOMMUNICATIONINCHINA JVcompany Yearofcontract Plannedinvestment mDM Siemensshare Chinesepartner share Businessscope BeijingInternationalSwitchingSystemsCo Ltd SiemensFibreOpticCablesLtdChengduSiemensShanghaiMobileCommunicationLtd GuangzhouNanfangTransmissionSystemsLtd SiemensTelecomPowerSupplyLtd ShanghaiXinDeTelecomInternationalVenturesCo Ltd SiemensBusinessCommunicationSystemsLtd ShanghaiSiemensShanghaiCommunicationTerminalsLtd SiemensOpticalFiberCablesLtd Chengdu 9098939394939594 9054 550153545 4050516050 BeijingWireCommunicationPlant25BeijingTelephoneAuthorities25BeijingComprehensiveInvestmentCo 10ChengduFibreOpticCableFactory CDC ThetownofShanghai TheMinistryforpostandTelecommunicationsGuangzhouNanfangPhotoelectricalTelecommunicationsEquipmentFactor