071麦肯锡-三星战略to西门子.ppt

Mobile Handset Competitor Analysis: Siemens SAMSUNG ELECTRONICS CHINA (SEC China) OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK KEY ISSUES TO PROBE - SIEMENS BACKGROUND INFORMATION CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFIC STRATEGY SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA SIEMENS IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999 SIEMENS HAS OVERTAKEN ERICSSON TO BE NO.3 IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUME PRODUCT/MARKET KEY MESSAGES - PRODUCT/MARKET SIEMENS OFFERS A COMPLETE RANGE OF MOBILE SOLUTIONS INCLUDING DEVICES, INFRASTRUCTURE AND APPLICATIONS SIEMENS MODELS HAVE THE MOST COMPETITIVE PRICING SIEMENS TARGETS MID TO LOW END OF THE MARKET SIEMENS ALSO ADDRESSES THE IMPORTANT 4TH TIER CITY MARKET SIEMENS IS RELATIVELY STRONG IN CENTRAL, EAST AND WEST VALUE CHAIN STRATEGY KEY MESSAGES - VALUE CHAIN STRATEGY SIEMENS VALUE DELIVERY SYSTEM HAS EVOLVED OVER THE YEARS SIEMENS INVESTS TREMENDOUS EFFORT IN EVERY PART OF THE VALUE CHAIN SIEMENS VALUE DELIVERY SYSTEM IS ORGANIZED AROUND PRODUCT LINES WITH MULTIPLE CUSTOMER INTERFACES SIEMENS DISTRIBUTES THROUGH EXCLUSIVE NATIONAL RESELLER PTAC Siemens Channel Structure ORGANIZATION AND OWNERSHIP KEY MESSAGES - ORGANIZATION AND OWNERSHIP WITH A LARGE PRODUCT PORTFOLIO, SIEMENS TENDS TO BE MORE PRODUCT FOCUSED WITH CLEAR LINES OF PL RESPONSIBILITY SIEMENS HAS OVER 50 JVs OR WOFEs IN CHINA, AMONG WHICH SIEMENS SHANGHAI IS DEVOTED TO MOBILE HANDSETS FINANCIAL PERFORMANCE KEY MESSAGES - FINANCIAL PERFORMANCE SIEMENS INFORMATION AND COMMUNICATION REPORTS ANOTHER YEAR OF EXCELLENT BUSINESS PERFORMANCE GLOBALLY SAMSUNG010605BJ-kickoff2 Unit of measure * Source: SAMSUNG010605BJ-kickoff2 CONFIDENTIAL Document Date 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 Company. This material was used by