Strategic & Policy Issues: Siemens AG Essay

Submitted By modey89
Words: 7733
Pages: 31

EMGT 520
Portland State University
Portland, Oregon
Dundar F. Kocaoglu

Strategic & Policy Issues: Siemens AG


Group 5:
Irfan Khawaja
Piyaporn Limkatanyoo
Andrey Nikolayev
Kevin Oursler
Narit Puttaraksar
Mathias Sunardi

Strategic & Policy Issues: Siemens AG

Table of Contents




Executive Summary / Abstract
Company History
Company Structure
Siemens Strategies Overview
5.1. Research & Development Strategies
5.1.1. Current Status of R&D
5.1.2. R&D Strategies
5.2. Production & Manufacturing Strategies
5.2.1. Environmentally-Friendly Products
5.2.2. Energy-Saving Products
5.2.3. Computer Assistance in Production
5.2.4. Reuse & Recycle of Old Products
5.2.5. Competitive Production Strategies
5.3. Marketing & Sales Strategies
5.3.1. Market Strategies in Mobile Phone Business
5.3.2. Acquisition of Other Companies as Market Strategy
5.3.3. Sales by Region
5.3.4. Siemens Sales Strategies
Siemens Policy Issues Overview
6.1. Environmental Policy
6.2. Sustainable Development Policy
6.3. Technology Transfer Policy
6.4. Standardization of Technology Policy
6.5. Policy for Political / Economical Uncertainties
8.1. Appendix A: Siemens History – Eight Stages
8.2. Appendix B: Energy Saving Products

Table of Figures

Siemens Company Structure (Table 1)
Investment in Research and Development (Figure 1)
Excerpt from Siemens Annual Financial Report (Table 2)
Awareness of Siemens Mobile Phone Brand (Graph 1)
Market Share for Mobile Phones (Graph 2)
Sales by Region (Figure 2)

Group 5, ETM 520, PSU


Strategic & Policy Issues: Siemens AG

1. Executive Summary / Abstract
Amid fierce competition and changing political situations, Siemens like other global giants is faced with the choice of either to transform or perish. Siemens has a reputation of producing top notch technology but transforming that technology into market performance is a challenge. The changing political situation in Europe has affected the performance of Siemens and is challenging its role as a technology leader.
With business diversification, emphasis on R&D and strong patent portfolio, Siemens is well positioned to successfully overcome difficulties and has the ability to come out stronger then before. Siemens business strategy is to focus on the development of new environment friendly products.
Its marketing strategy is to find new markets in both developed and developing parts of the world. To deal with competition it is forming strategic alliances and business partnerships with major players of a particular market segment.
In future, the success of Siemens will be due to transformation of its technology into market performance, cost cutting measures and competitive edge of its products over its rivals.
2. Introduction
Siemens Aktiengesellschaft, Siemens AG, is German company. The company has been very successful so far. But due to political situation in Europe, adoption of unified currency and competition from global giants like GE, Philips, Samsung and others, the company is facing the challenge to look closely at its strategies and policies towards the future growth. In our research we have focused on current strategies and policies.
The report is structured on five main principles of Siemens Company. The first four, Innovation,
Value, People and Customers, are parts of our discussion about strategies of Siemens Company.
The fifth principle, Responsibility, can be categorized as policy of Siemens Company.
The meaning of all five Siemens principles is as follows:
• Innovation: Siemens push for innovation
They turn their people's imagination and best practices into successful technologies and products. Creativity and experience keep Siemens at the cutting edge.
• Value: Siemens enhance their company’s value
They leverage their balanced business portfolio and synergies across all business segments and regions.
• People: Siemens encourage there people to be powerful