179 麦肯锡-三星战略TO西门子清华汉魅

nullMobile Handset Competitor Analysis: SiemensMobile Handset Competitor Analysis: SiemensSAMSUNG ELECTRONICS CHINA (SEC China)CONFIDENTIALAugust 20, 2001This 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 McKinsey & Company during an oral presentation; it is not a complete record of the discussion.OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORKOVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK1. Background informationLocation Registered capital Management team Equity structureStarting year Number of employees Era analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structure Ownership structureSales Profit 2. Strategy 3. Product/market Mission Vision Corporate strategy Market positionKey product offerings Key customers Value proposition Geographic focus PricingKEY ISSUES TO PROBE - SIEMENSKEY ISSUES TO PROBE - SIEMENSStrategyProduct/marketValue chain strategyOrganization & ownershipFinancial performanceWhat does Siemens aim to be in 2005 in mobile communication? How are Siemens’s product and value delivery system strategies different from its competitors’? What will be Siemens’s future products and which segments of the market will it target at? In which segment of the market is Siemens strong or weak? What is the key success factors for Siemens to pick up market share quickly since 1999? How does Siemens’s distribution channel differ from its competitors’? How capable is Siemens in R&D, manufacturing, sales and marketing? With a broad product portfolio, how does Siemens organize or reorganize itself? How does Siemens perform and is its performance expected to improve further? BACKGROUND INFORMATIONBACKGROUND INFORMATION1. Background informationLocation Registered capital Management team Equity structureStarting year Number of employees Era analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structure Ownership structureSales Profit 2. Strategy 3. Product/market Mission Vision Corporate strategy Market positionKey product offerings Key customers Value proposition Geographic focus Pricing CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFICCHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFICBased at Germany 50+ JVs, 28 offices in China Shanghai is the largest Siemens location outside GermanyInvested USD 0.44 billion in ChinaAll business sectors of Siemens including information and communication, automation and control, power, transportation and household appliance, etc.Entered China's telecommunication in 1985 Information and communication business started 199130,000 staff in information and communication mobile globally 25,000 employees for all business sectors in china 1982 Siemens Beijing office opened 1985 entered China's telecommunication market 1990 established JV Beijing International Switching System 1994 Siemens China founded in Beijing 1998 formed business segment - Information and Communication 2000 joined forces with CATT and Huavei for next generation mobile technology. Founded TD-SCDMA international forum with Datang, CATT, Huawei, Motorola, Nortel, China mobile, and UnicomImplicationAn early entrant to China's telecommunication market Broad product portfolio representing all business sectors of Siemens worldwideSource: Siemens press releaseSTRATEGYSTRATEGY1. Background informationLocation Registered capital Management team Equity structureStarting year Number of employees Era analysis4. Value chain strategy5. Organization and ownership6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structure Ownership structureSales Profit 2. Strategy 3. Product /marketMission Vision Corporate strategy Market positionKey product offerings Key customers Value proposition Geographic focus Pricing SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA Focus on stylish new models with suitable pricing targeting mid to low end of the market Invest in future products, e.g., TD-SCDMA handsets and wireless home network devices, etc.Strategy Establish R&D centers for mobile communication in Beijing and Shanghai Mobile handset production capacity being raised to 14 million in Shanghai, a growth of 40% since 2000 Intensive marketing on new products with most competitive pricing Carefully select exclusive channel partner PTAC to maintain uniform price level nationwide to ensure healthy sales Helps resellers set up service centers to handle repair and maintenanceVision To be number 2 in the Asian mobile communication market (without Japan and Korea) SIEMENS IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999SIEMENS IS RISING STEADILY IN MOBILE HANDSETS SINCE 1999Monthly market share development (Percent of market in units sold)9899Jan ‘00Dec ‘00NokiaMotorolaSiemens EricssonSource: Retail AuditSource: IDC, McKinsey AnalysisSIEMENS HAS OVERTAKEN ERICSSON TO BE NO.3 IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUMESIEMENS HAS OVERTAKEN ERICSSON TO BE NO.3 IN MOBILE HANDSET BY BOTH REVENUE AND SALES VOLUMEOthers SiemensEricssonMotorola199920012000Samsung NokiaBreakdown of sales by brand each year PercentSource: GfK, IDC, McKinsey analysisOthers SiemensEricssonMotorola199920012000Samsung NokiaBreakdown of units sold by brand each year PercentPRODUCT/MARKETPRODUCT/MARKET1. Background informationLocation Registered capital Management team Equity structureStarting year Number of employees Era analysis4. Value chain strategy5. Organization and ownership 6. Financial performanceFocus on Marketing, advertising and promotion Distribution (channel and sales force)Organization structure Ownership structureSales Profit 2. Strategy 3. Product /marketMission Vision Corporate strategy Market positionKey product offerings Key customers Value proposition Geographic focus Pricing KEY MESSAGES - PRODUCT/MARKETKEY MESSAGES - PRODUCT/MARKETSiemens 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 APPLICATIONSSIEMENS OFFERS A COMPLETE RANGE OF MOBILE SOLUTIONS INCLUDING DEVICES, INFRASTRUCTURE AND APPLICATIONSProductsNow and futureInformation and communication mobileSiemens product offeringsInformation and communication networksMobile network Wireless home network & office network Mobile handset C2588 (small, light smart) S2588 (brain truster) 3508 (small, light, sexy) 3518i (tough enough) 3568i (smart thinking)Broadband network IP network Fixed-line network Transmission network Office network Cable networkTake TD-SCDMA mobile handsets to serial production level by 2003 Offer the complete range of mobile solutions including mobile devices, infrastructure and applications, e.g., wireless home network, Complete range of GSM, GPRS and UMTS mobile networks, unified messaging and mobile payment Overall strategy of "a universe of one", pursuing IP driven voice and data communication and customer- oriented end-to-end solution and services Source: Siemens press releaseSIEMENS MODELS HAVE THE MOST COMPETITIVE PRICINGSIEMENS MODELS HAVE THE MOST COMPETITIVE PRICINGSource: McKinsey Analysis Product positioning Dec 2000A6188 (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*WAP phoneProduct positioning June 20009110S800C (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- mediumMedium- low Low Business/professional Personal*WAP phoneV998++ (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%)Retail price High High- mediumMedium- low Low Retail price RMB 3,500RMB 2,200RMB 1,600368C (2.3%)V2188 (1.3%)RMB 3,500RMB 2,200RMB 1,600Red - Nokia White - Motorola Blue - Ericsson Brown - Siemens Green - Samsung8250 (0.0%)6210 (0.6%)SIEMENS TARGETS MID TO LOW END OF THE MARKETSIEMENS TARGETS MID TO LOW END OF THE MARKETHigh (> RMB 3,500)Source: Sino-MR (Jan 2001 – Feb 2001), CCIDBreakdown of unit sold by brand for each price point PercentHigh-mid (RMB 2,500-3,500)Mid (RMB2,000-2,500)Mid-Low (RMB1,500-2,000)Low (