mckinsey--mobilehandsetcompetitoranalysisppt29英文-it(编辑修改稿)

mckinsey--mobilehandsetcompetitoranalysisppt29英文-it(编辑修改稿)内容摘要：

Green Samsung 8250 (%) 6210 (%) SAMSUNG010605BJkickoff2 13 SIEMENS TARGETS MID TO LOW END OF THE MARKET High ( RMB 3,500) Source: SinoMR (Jan 2020 – Feb 2020), CCID Breakdown of unit sold by brand for each price point Percent Highmid (RMB 2,5003,500) Mid (RMB2,0002,500) MidLow (RMB1,5002,000) Low (RMB1,500) 565123 241629323400121013141615433 01055017 1800 020Others Siemens Ericsson Motorola Samsung Nokia 9% 15% 7% Units as % of total 26% 43% 7 SAMSUNG010605BJkickoff2 14 31 30 302429 302810 9 911107 772125 243028Tier 1 Tier 2 Tier 3 Tier 4 Nokia Motorola Others SIEMENS ALSO ADDRESSES THE IMPORTANT 4TH TIER CITY MARKET Percent market share, 2020 Ericsson Siemens 18% 19% 23% 40% Tier size as % of total 100%= Million units Source: McKinsey Analysis SAMSUNG010605BJkickoff2 15 SIEMENS IS RELATIVELY STRONG IN CENTRAL, EAST AND WEST Market share by brands per geographic area, 2020 Percent Market share by geographic area Percent 29 31 29 31 28 2830 25 29 2629261416 13 13 11 1798 75813 15 12 15 13 1464105 71311East Siemens Ericsson Samsung Others Nokia Motorola West North Northeast South 30 13 15 13 11 Central 18 Source: GfK, McKinsey Analysis SAMSUNG010605BJkickoff2 16 VALUE CHAIN STRATEGY 1. Background information • Location • Registered capital • Management team • Equity structure • 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 • Mission • Vision • Corporate strategy • Market position • Key product offerings • Key customers • Value proposition • Geographic focus • Pricing SAMSUNG010605BJkickoff2 17 •Siemens‟s value delivery system strategy has evolved since 1999. It has invested $ billion in the Asian Pacific area as its Asian offensive campaign • Siemens has spent a great effort in localizing Ramp。 D and manufacturing. It has built Ramp。 D centers in Beijing and Shanghai and has raised the mobile handset production capacity in Shanghai to 14 million units in 2020. It is a leader in TDSCDMA 3G technology in China • Siemens has achieved a market share of 12% in sales volume, after intensive marketing of new models with petitive pricing, and aims to increase its market share to 15% • Siemens distributes through exclusive 1sttier national reseller PTAC and 2ndtier provincial resellers. A uniform price level in the market is maintained nationwide to ensure healthy sales. KEY MESSAGES VALUE CHAIN STRATEGY SAMSUNG010605BJkickoff2 18 SIEMENS VALUE DELIVERY SYSTEM HAS EVOLVED OVER THE YEARS From. . . (1997) To. . . (2020) • No Ramp。 D facility in China • No product localization • Production capacity in Shanghai Pudong (150,000) • 60% of products for Chinese market produced in Hong Kong • Brightpoint handling over 90% of distribution • Market share less than 5% Product Production Distribution Marketing • High mitment to TDSCDMA – tests across China in 2020 • Asian offensive campaign with US billion investment in Ramp。 D and marketing until 2020 • Production capacity in Shanghai has been raised to 14 million units from 10 million units in 2020 • Uses different distributor (PTAC), but still only one nationwide • Market share 12% as a result of intensive marketing of new models with petitive pricing Aims to increase market share to 15% Source: Interviews, McKinsey analysis SAMSUNG010605BJkickoff2 19 SIEMENS INVESTS TREMENDOUS EFFORT IN EVERY PART OF THE VALUE CHAIN Ramp。 D Manufacturing and supply chain Marketing and branding Sales and distribution Service Strengths • Ramp。 D centers for mobile munication in Beijing and Shanghai with more than 500 engineers planned • Lead international forum in TDSCDMA • Frequent introduction of new models • Continuously increase local production capacity and capability • Intensive marketing on new models with petitive pricing • Healthy sales through exclusive channel partner PTAC • Capable aftersales service with 100 service stations nationwide Levers for improvement • Lacks capability in WCDMA and CDMA 2020 • Fully dependent on single national distributor Source: World puter journal, McKinsey analysis SAMSUNG010605BJkickoff2 20 SIEMENS VALUE DELIVERY SYSTEM IS ORGANIZED AROUND PRODUCT LINES WITH MULTIPLE CUSTOMER INTERFACES Va。