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Department of Management School of Business, Economics and Communication MKTG 524 Presented by: Aida Zakaria Alexander Guindy Baher Abdel Nour Khaled Omar Mohamed Ragab Mostafa Mazen Rania Maghawri   Presented to: Dr. Ibrahim Hegazy
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
COMPANY BACKGROUND AND HISTORY
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Company Background and History ,[object Object]
BRANDING STRATEGY
[object Object],[object Object],[object Object],Branding Strategy Siemens in Brief
Branding Strategy Fit 4 More: Siemens Basis for a Successful Future  Operational Excellence People Excellence Corporate Responsibility ,[object Object],[object Object],[object Object],[object Object],Drivers Goals
Branding Strategy Siemens Portfolio  ,[object Object],[object Object],[object Object],[object Object],[object Object],Medical Solutions Fin. Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lighting ,[object Object],[object Object],[object Object]
[object Object],[object Object],Branding Strategy 2 Major Portfolio Adjustments:
[object Object],[object Object],[object Object],[object Object],[object Object],Branding Strategy Siemens Brand
[object Object],[object Object],[object Object],[object Object],[object Object],Branding Strategy Siemens Brand  ,[object Object]
PRODUCT PORTFOLIO ANALYSIS
Product Portfolio Analysis Product Portfolio At-A-Glance Automation and Control   Power Information and Communication Medical Services Transportation Key Operating Groups
Product Portfolio Analysis BCG Analysis – Basic Description
Product Portfolio Analysis BCG Analysis – Automation and Control Market Growth Rate Market Share Low High Low High I&S SBT A&D ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1.1. Automation and Drives (A&D) 1.2. Industrial Solutions and Services (I&S) 1.3. Siemens Building Technologies (SBT)
Product Portfolio Analysis BCG Analysis – Information and Communication Market Growth Rate Market Share Low High Low High COM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2.1. Communication (COM)
Product Portfolio Analysis BCG Analysis – Power and Lighting Market Growth Rate Market Share Low High Low High PG Pessimism for Fossil Power 75% of sales but limited future Wind Power potential Increasing demand for wind power PTD Osram GW: Fastest growing regional market MS: Expansion in Asia-Pacific Region GW: Expanding operation in Russia, China, India, and USA MS: Ranks First or Second worldwide 3.1. Power Generation (PG) 3.2. Power Transmission and Distribution (PTD) 3.3. Osram
Product Portfolio Analysis BCG Analysis – Medical Market Growth Rate Market Share Low High High Medical Established Business for Expansion e.g. Current CT scanners ,[object Object],[object Object],[object Object],[object Object],New Untapped Diagnostic Areas e.g. Molecular Diagnostic Low
Product Portfolio Analysis BCG Analysis - Transportation Market Growth Rate Market Share Low High High Low ,[object Object],[object Object],[object Object],[object Object],[object Object],TS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SV 5.1. Transportation Systems (TS) 5.2. Siemens VDO Automotive (SV)
Product Portfolio Analysis BCG Analysis – Services Market Growth Rate Market Share Low High Low High ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SFS & SRE SBS 5.1. Siemens Business Services (SBS) 5.2. Siemens Financial Services (SFS) 5.3. Siemens Real Estate (SRE)
Market Growth Rate Market Share Low High Low High SFS & SRE SV Medical SBS PG PTD Osram COM SBT A&D TS I&S Product Portfolio Analysis BCG Analysis – All Units
[object Object],[object Object],Product Portfolio Analysis GE Matrix - Analysis GE Matrix vs BCG Matrix ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Product Portfolio Analysis GE Matrix Limitations  Market Attractiveness Competitive Strength Low Medium High Low Medium High - At best, cash management - At worst, divestment ,[object Object],[object Object],[object Object],[object Object]
Product Portfolio Analysis The Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitive Strength Dimension  Market Attractiveness Dimension  Market Attractiveness Dimension  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],For Market Attractiveness For Competitive Strength H 120 30 10 30 10 30 10 30 10 Communications (Com) H 96 27 9 24 8 18 6 27 9 Transpiration Systems (TS) M 87 24 8 21 7 18 6 24 8 Siemens Financial Services (SFS) H 96 21 7 24 8 30 10 21 7 Power Generation (PG) H 102 27 9 27 9 24 8 24 8 Automation and Drivers (A&D) H 93 24 8 21 7 21 7 27 9 Lighting Industry (OSRAM) H 102 30 10 24 8 24 8 24 8 Medical Solutions (Med)   120 30 3 30 3 30 3 30 3   Score Technology  Develop. Market Profitability Market Growth Rate Market Size   Market Attractiveness SBU's H 104 27 9 20 10 30 10 27 9 Communications (Com) H 102 30 10 18 9 30 10 24 8 Transportation Systems (TS) M 68 21 7 14 7 18 6 15 5 Siemens Financial Services (SFS) H 85 24 8 16 8 27 9 18 6 Power Generation (PG) H 100 27 9 16 8 27 9 30 10 Automation and Drivers (A&D) M 83 27 9 14 7 21 7 21 7 Lighting Industry (OSRAM) H 92 27 9 14 7 30 10 21 7 Medical Solutions (Med)   110 30 3 20 2 30 3 30 3   Score Quality Customer Loyalty Market Share Growth Market Share Competitive Strength SBU's
Product Portfolio Analysis Siemens’ GE Matrix  Market Attractiveness Competitive Strength Low Medium High Low Medium High Osram SFS Com, Med A&D, PG, TS
[object Object],[object Object],[object Object],[object Object],Product Portfolio Analysis Conclusion
ENTRY MODES AND ESTABLISHED RELATIONSHIPS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Entry Modes Acquisitions Partnerships and Joint Ventures
Entry Modes Objectives Access to innovative managerial practices Economies of scale and advantages of size Increasing Market share Reducing taxes paid Access to new technologies. Diversification Improved agility Improving access to financial resources Transfer of skills Entering new markets Spreading risks Synergies Eliminating competition Cost Efficiency
PRODUCT SERVICE AND  INNOVATION
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Innovation
[object Object],[object Object],Innovation Result
QUESTIONS?

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Siemens

  • 1. Department of Management School of Business, Economics and Communication MKTG 524 Presented by: Aida Zakaria Alexander Guindy Baher Abdel Nour Khaled Omar Mohamed Ragab Mostafa Mazen Rania Maghawri Presented to: Dr. Ibrahim Hegazy
  • 2.
  • 4.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 13. Product Portfolio Analysis Product Portfolio At-A-Glance Automation and Control Power Information and Communication Medical Services Transportation Key Operating Groups
  • 14. Product Portfolio Analysis BCG Analysis – Basic Description
  • 15.
  • 16.
  • 17. Product Portfolio Analysis BCG Analysis – Power and Lighting Market Growth Rate Market Share Low High Low High PG Pessimism for Fossil Power 75% of sales but limited future Wind Power potential Increasing demand for wind power PTD Osram GW: Fastest growing regional market MS: Expansion in Asia-Pacific Region GW: Expanding operation in Russia, China, India, and USA MS: Ranks First or Second worldwide 3.1. Power Generation (PG) 3.2. Power Transmission and Distribution (PTD) 3.3. Osram
  • 18.
  • 19.
  • 20.
  • 21. Market Growth Rate Market Share Low High Low High SFS & SRE SV Medical SBS PG PTD Osram COM SBT A&D TS I&S Product Portfolio Analysis BCG Analysis – All Units
  • 22.
  • 23.
  • 24.
  • 25. Product Portfolio Analysis Siemens’ GE Matrix Market Attractiveness Competitive Strength Low Medium High Low Medium High Osram SFS Com, Med A&D, PG, TS
  • 26.
  • 27. ENTRY MODES AND ESTABLISHED RELATIONSHIPS
  • 28.
  • 29. Entry Modes Objectives Access to innovative managerial practices Economies of scale and advantages of size Increasing Market share Reducing taxes paid Access to new technologies. Diversification Improved agility Improving access to financial resources Transfer of skills Entering new markets Spreading risks Synergies Eliminating competition Cost Efficiency
  • 30. PRODUCT SERVICE AND INNOVATION
  • 31.
  • 32.