1、SAMSUNG010605BJ-kickoff2,CONFIDENTIAL,Mobile Handset Competitor Analysis: Siemens,SAMSUNG ELECTRONICS CHINA (SEC China),August 20, 2001,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 witho

2、ut prior written approval from McKinsey it is not a complete record of the discussion.,SAMSUNG010605BJ-kickoff2,1,OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK,1. Background information,Location Registered capital Managementteam Equitystructure,Starting year Number of employees Era analysis,4. Value cha

3、in strategy,5. Organization and ownership,6. Financial performance,Focus on Marketing, advertising and promotion Distribution (channel and sales force),Organization structure Ownership structure,Sales Profit,2. Strategy,3. Product/market,Mission Vision Corporate strategy Market position,Key product

4、offerings Key customers Value proposition Geographic focus Pricing,SAMSUNG010605BJ-kickoff2,2,KEY ISSUES TO PROBE - SIEMENS,Strategy,Product/market,Value chain strategy,Organization The Ministry for post and Telecommunications Guangzhou Nanfang Photoelectrical Telecommunications Equipment Factory Sh

5、anghai Aijian Company Ltd. 21 Shanghai Xinguang Telecommunications plant 28 Shanghai Video and Audio Electronics Co., Ltd. 40 Chengdu Telecommunications Cable Co., Ltd 50,EWSD manufacturing and distribution Fibre optic cable GSM mobile radio networks and terminals Transmission equipment (e.g. PDH) P

6、ower supply for telecom systems Technology Training Hicom 300 Telephone and Telecommunication terminals Loose tube optical fiber cable,Source: Siemens press release,SAMSUNG010605BJ-kickoff2,27,FINANCIAL PERFORMANCE,1. Background information,Location Registered capital Managementteam Equitystructure,

7、Starting year Number of employees Era analysis,4. Value chain strategy,5. Organization and ownership,6. Financial performance,Focus on Marketing, advertising and promotion Distribution (channel and sales force),Organization structure Ownership structure,Sales Profit,2. Strategy,3. Product/market,Mis

8、sion Vision Corporate strategy Market position,Key product offerings Key customers Value proposition Geographic focus Pricing,SAMSUNG010605BJ-kickoff2,28,Siemens Information and Communication (IC) reports another a year of excellent business performance globally. In 2000, IC mobile including the mob

9、ile handset business achieved EUR 9 billion in sales world-wide with an expected CAGR of 69% in 1999-2001. The EBIT margin of IC mobile has also improved from 6% in 1999 to 8% in 2000 Siemens achieved a revenue of EUR 2.4 billion in China over all sectors, to which Information and Communication made

10、 a significant contribution,KEY MESSAGES - FINANCIAL PERFORMANCE,SAMSUNG010605BJ-kickoff2,29,SIEMENS INFORMATION AND COMMUNICATION REPORTS ANOTHER YEAR OF EXCELLENT BUSINESS PERFORMANCE GLOBALLY,EUR billions,*Mobile handset belongs to IC mobile Source:Goldman Sachs, Siemens Press Release, McKinsey analysis,Gl