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【正文】 dong Ericsson Nanjing Ericsson Wuhan Yangtze Ericsson Chongqing Ericsson Tele Chongqing Ericsson Tech. Ericsson Ramp。D center Shanghai Ericsson Consulting Shanghai Dalian Ericsson 1994 1995 1997 1995 1992 1997 1998 1998 1997 1999 Product offering ? PBX MD 110 ? Mobile handset ? Mobile base station ? Elec tronic ponents ? Tele equip ment service ? Mobile hand set ? Mobile infrastructure services ? GSM 900/ 1800 AXE 10 ? SDH transmission systems ? Digital microwave ? Mobile system marketing sales and service ? Software application ? Consulting service for wireless and fixed line operators ? Technical service 55% with Beijing Cable Tele 49% with PTIC, Beijing Tele Components, Beijing Tele Equipment, Yun Shing 80% with Shanghai Simtek 56% with GD PTA Guang dong Mach inery Import and Export 55% with Nanjing Radio Factory, HK Yun Shing % with WRI Longxing Investment Changqing Southwest Wireless tele 100% 100% 100% 65% with Nanjing Panda SAMSUNG010605BJkickoff2 24 ERICSSON USES JV PARTNERS TO ENTER THE MARKET AND ITS OWN SALES FORCE TO SELL CORE PRODUCTS Influence ? Ericsson corporate focused on top to top relations ? Joint venture partners help to gain local customer access Partnership structure amp。 role ? Ericsson China (10 joint ventures and 4 WFOEs) ? Holding pany aims to coordinate all activities in China ? WFOE for software Ramp。D in China ? Limited technology transfer to China – heavily import dependent ? Service joint ventures are cost centers Route to market ? Ericsson?s sales force (based in the holding pany) sells core products (switching and transmission) ? Joint venture sales force sells small and standalone products ? Wireless products sold through distributors Key messages ? Uses joint venture partners to enter the market, then established holding pany in 1994 to better manage local operations ? Use its bettertrained own sales force to sell core products。 delivers coordination to pete in “solution” sales ? Believes that localization is key。 established specially monitored career track for promising Chinese managers to enhance retention SAMSUNG010605BJkickoff2 25 FINANCIAL PERFORMANCE 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 26 ?Although Ericsson?s consumer products, . mobile handsets grew in revenue by 28% in 2021, the profit was negative at SEK –16 billion. The operating profit margin for mobile handset is –29% globally in 2021 ?Ericsson?s work products grew in revenue by 29% in 2021, and in profit by 65%. The operating profit margin for work product is 17% globally in 2021 ? To maintain its leadership position in work products, Ericsson may bee a niche market player in mobile handsets KEY MESSAGES FINANCIAL PERFORMANCE SAMSUNG010605BJkickoff2 27 ERICSSON SAW NEGATIVE PROFIT FOR ITS MOBILE HANDSETS IN 2021 SEK billions Revenues globally 1461895515141116431999 2021 Network operators service providers Consumer* products Enterprise solutions Others 1 63300200201999 2021 Consumer* products Network operators service providers Enterprise solutions Others 20 19 215 274 CAGR=27% CAGR= 5% Operating profit globally * Consumer products are mainly mobile handsets Source: Ericsson press releases
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