西门子市场竞争分析概要Profile_of_ABB.ppt

SIEMENS Ltd., China Competitor Profile: ABB China Investment Co., Ltd 07/2001 ABB realignment focused on customer group ABB China Strategy Overview * ABB China financial Overview Automation Asia Vs. Group Automation EBIT Vs. Revenue End-user OEM, SI, Distributor, Wholesaler End-user OEM, SI, Distributor, Wholesaler Marketing Strategy Flexible Sales Policy (various among units) Emphasis upper relation -ship Emphasis working with design institute Selective marketing methods Goals: Make China the 3rd largest market Operational Strategy Profit Center Localized Stuffing Project-Oriented especially large project Local logistic Centers to ensure quick delivery 23% target gross profit and 3% net profit $500,000 sales target per sale person Strengths broad customer base Industry solutions Ability to handle large projects Strategic acquisition Ability to sign contract both in US$ and RMB Flexible sales policy Challenges Uncertainty under business re-focusing and organization realignment Marketing investment vs. bottom line emphasis Industry IT concept to be tested by the market Fluctuation of major customer industries ABB’s Strength and the Challenges It faced Summary of ABB competition in each BU AS No own fieldbus standard. Adopt Profibus, sometimes FF. Strong in power energy and cement industry. Threat for future competition: MIDIUM-LOW. SD Ranks No. 5 overall and ranks No. 2 in project SD used to sell through its BJ JV and recently consolidated 7% SD market share Up front design fee to design institute Threat for future competition: MIDIUM Summary of ABB competition in each BU (2) PI Strong in Power Energy industry 70% revenue through direct sales Threat for future competition: MIDIUM-HIGH. LD Ranks No. 1 in Engineered drives market with 15%-20% market share Ranks No.3 or No. 4 in DC drive market with 10% market share Ranks No. 2 in HV motor and Special LD markets ABB provides stron