【正文】 on market ? Broad product portfolio representing all business sectors of Siemens worldwide Source: Siemens press release SAMSUNG010605BJkickoff2 5 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 6 SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA Product ? Focus on stylish new models with suitable pricing targeting mid to low end of the market ? Invest in future products, ., TDSCDMA handsets and wireless home work devices, etc. Strategy Value delivery system ? Establish Ramp。SAMSUNG010605BJkickoff2 CONFIDENTIAL Mobile Handset Competitor Analysis: Siemens SAMSUNG ELECTRONICS CHINA (SEC China) August 20, 2020 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 anization without prior written approval from McKinsey amp。s telemunication market ? 1990 established JV Beijing International Switching System ? 1994 Siemens China founded in Beijing ? 1998 formed business segment Information and Communication ? 2020 joined forces with CATT and Huavei for next generation mobile technology. Founded TDSCDMA international forum with Datang, CATT, Huawei, Motorola, Nortel, China mobile, and Uni Implication ? An early entrant to China39。D Manufacturing and supply chain Marketing and branding Sales and distribution Service Strengths ? Ramp。L responsibility ? ICM manager for information and munication mobile ? ICN manager for information and munication work Driving factors ? In order to meet the trend of technological merging in Information and Communication field, the new Siemens business group Information and Communication mobile (ICM) started its operation in April 1, 2020. ? ICM handles the entire mobile telephone business, with regard to both munications terminals (mobile and wired phones, mobile anizers and digital products) and mobile phone works (products and services for mobile munication and intelligent works). Source: Siemens press release, McKinsey analysis SAMSUNG010605BJkickoff2 25 SIEMENS HAS OVER 50 JVs OR WOFEs IN CHINA, AMONG WHICH SIEMENS SHANGHAI IS DEVOTED TO MOBILE HANDSETS Siemens China Beijing international switching systems BISC Siemens transmission systems Guangzhou (STSG) Xin De tele international ventures (TIV) Siemens Shanghai Mobile municating (SSMC) Shanghai Siemens business munication system (SBCS) Main drivers ? To be close to customers ? To be in line with government policies ? To bee Chinese pany for Chinese people 40% With Guangzhou Nanfang photoelectrical telemunication 60% Beijing wire munication. Beijing telephone authorities Beijing prehensive investment Shanghai Aijian, Shanghai Xinguang With Shanghai video and Audio Electronics, Shanghai Post and telemunication 51% Establish year Product offering 1990 EWSD switching 19931994 Transmission systems (PDH, SDH, DWDM) 1994 Finance leasing and consulting Hi 300 switching system GSM mobile works and mobile handsets MPT39。 D M a nu f ac t ur i ng S al es an d m ar ke t i ng S i e m e ns C hi na I nf or m a t i on an d co m m un i ca t i on ne t w or k (B J Int ?l S w itch ing C or p, S i e m e ns G ua ng do ng )I nf or m a t i on an d co m m un i ca t i on m ob i l e ( S i e m e ns S ha ng ha i ) M ar k e t i ng H R F i na nc e Le g al R amp。D and manufacturing. It has built Ramp。 it is not a plete record of the discussion. SAMSUNG010605BJkickoff2 1 OVERVIEW OF COMPETITOR ANALYSIS FRAMEWORK 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