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SAMSUNG010605BJ-kickoff2CONFIDENTIALMobileHandsetCompetitorAnalysis:SiemensSAMSUNGELECTRONICSCHINA(SECChina)August20,2019Thisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.SAMSUNG010605BJ-kickoff21OVERVIEWOFCOMPETITORANALYSISFRAMEWORK1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocuson•Marketing,advertisingandpromotion•Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff22KEYISSUESTOPROBE-SIEMENSStrategyProduct/marketValuechainstrategyOrganization&ownershipFinancialperformance•WhatdoesSiemensaimtobein2019inmobilecommunication?•HowareSiemens’sproductandvaluedeliverysystemstrategiesdifferentfromitscompetitors’?•WhatwillbeSiemens’sfutureproductsandwhichsegmentsofthemarketwillittargetat?•InwhichsegmentofthemarketisSiemensstrongorweak?•WhatisthekeysuccessfactorsforSiemenstopickupmarketsharequicklysince2019?•HowdoesSiemens’sdistributionchanneldifferfromitscompetitors’?•HowcapableisSiemensinR&D,manufacturing,salesandmarketing?•Withabroadproductportfolio,howdoesSiemensorganizeorreorganizeitself?•HowdoesSiemensperformandisitsperformanceexpectedtoimprovefurther?SAMSUNG010605BJ-kickoff23BACKGROUNDINFORMATION1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff24CHINAHASDEVELOPEDINTOAMAJORPILLARFORSIEMENSBUSINESSINASIAPACIFICLocation•BasedatGermany•50+JVs,28officesinChina•ShanghaiisthelargestSiemenslocationoutsideGermanyInvestment•InvestedUSD0.44billioninChinaBusiness•AllbusinesssectorsofSiemensincludinginformationandcommunication,automationandcontrol,power,transportationandhouseholdappliance,etc.Starting•EnteredChina'stelecommunicationin1985•Informationandcommunicationbusinessstarted1991Employees•30,000staffininformationandcommunicationmobileglobally•25,000employeesforallbusinesssectorsinchinaHistory•1982SiemensBeijingofficeopened•1985enteredChina'stelecommunicationmarket•1990establishedJVBeijingInternationalSwitchingSystem•1994SiemensChinafoundedinBeijing•2019formedbusinesssegment-InformationandCommunication•2000joinedforceswithCATTandHuaveifornextgenerationmobiletechnology.FoundedTD-SCDMAinternationalforumwithDatang,CATT,Huawei,Motorola,Nortel,Chinamobile,andUnicomImplication•AnearlyentranttoChina'stelecommunicationmarket•BroadproductportfoliorepresentingallbusinesssectorsofSiemensworldwideSource:SiemenspressreleaseSAMSUNG010605BJ-kickoff25STRATEGY1.Backgroundinformation•Location•Registeredcapital•Managementteam•Equitystructure•Startingyear•Numberofemployees•Eraanalysis4.Valuechainstrategy5.Organizationandownership6.Financialperformance•Focuson–Marketing,advertisingandpromotion–Distribution(channelandsalesforce)•Organizationstructure•Ownershipstructure•Sales•Profit2.Strategy3.Product/market•Mission•Vision•Corporatestrategy•Marketposition•Keyproductofferings•Keycustomers•Valueproposition•Geographicfocus•PricingSAMSUNG010605BJ-kickoff26SIEMENSAIMSTOBENUMBER2INMOBILECOMMUNICATIONMARKETINCHINAProduct•Focusonstylishnewmodelswithsuitablepricingtargetingmidtolowendofthemarket•Investinfutureproducts,e.g.,TD-SCDMAhandsetsandwirelesshomenetworkdevices,etc.StrategyValuedeliverysystem•EstablishR&DcentersformobilecommunicationinBeijingandShanghai•Mobilehandsetproductioncapacitybeingraisedto14millioninShanghai,agrowthof40%since2000•Intensivemarketingonnewproductswithmostcompetitivepricing•CarefullyselectexclusivechannelpartnerPTACtomaintainuniformpricelevelnationwidetoensurehealthysales•HelpsresellerssetupservicecenterstohandlerepairandmaintenanceVision•Tobenumber2intheAsianmobilecommunicationmarket(withoutJapanandKorea)SAMSUNG010605BJ-kickoff27SIEMENSISRISINGSTEADILYINMOBILEHANDSETSSINCE2019Monthlymarketsharedevelopment(Percentofmarketinunitssold)9899Jan‘00Dec‘00010203040NokiaMotorolaSiemensEricssonSource:RetailAuditSource:IDC,McKinseyAnalysisSAMSUNG010605BJ-kickoff28SIEMENSHASOVERTAKENERICSSONTOBENO.3INMOBILEHANDSETBYBOTHREVENUEANDSALESVOLUMEOthersSiemensEricssonMotorola3332342927268777810599181714201920192000SamsungNokiaBreakdownofsalesbybrandeachyearPercentSource:GfK,IDC,McKinseyanalysisOthersSiemensEricssonMotorola34293