(简体)071麦肯锡_三星战略TO西门子.ppt

CONFIDENTIAL;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;Siemens offers a compete range of mobile communication solutions including devices, infrastructure and applications. Siemens’s mobile handsets come with good quality and competitive pricing Siemens targets the mid to low end of the mobile handset market. Most of its models are in the price range from below RMB 1000 to RMB 2200 Siemens has devoted great attention to the important 4th-tier cities and west China, hence its market share in these developing areas are relatively higher than its share in the more developed areas. ;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;Tier 1;SIEMENS IS RELATIVELY STRONG IN CENTRAL, EAST AND WEST;VALUE CHAIN STRATEGY;Siemens’s value delivery system strategy has evolved since 1999. It has invested $1.5 billion in the Asian Pacific area as its Asian offensive campaign Siemens has spent a great effort in localizing RD and manufacturing. It has built RD centers in Beijing and Shanghai and has raised the mobile handset production capacity in Shanghai to 14 million units in 2001. It is a leader in TD-SCDMA 3G technology in China Siemens has achieved a market share of 12% in sales volume, after intensive marketing of new models with competitive pricing, and aims to increase its market share to 15% Siemens distributes through exclusive 1st-tier national reseller PTAC and 2nd-tier provincial resellers. A uniform price level in the market is maintained nationwide to ensure