chi st tchina strategy - scaniachi st tchina strategy mats harbornmats harborn scania china...
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Chi St tChina Strategy
Mats HarbornMats HarbornScania China Strategic Centre
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中国市场发展China General Strategy
Build a premium brand
Geographic control Geographic control
Clear segmentation
Most professional organisation Most professional organisation
Always sell the right specification
After sales support must followAfter sales support must follow sales
Long-term presence
A Scania customer should be proud and know how to use a Scania!
Source: Internal analysis
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What are we selling?
BGoods and PeopleA
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Our Products
Tonne-kmkWh
Safe
Passenger-km M3-kmkm
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Total Operating Economy
Repair &
Reduced Costs
Low fuel consumption8%
5% 3%
Repair & maintenance
Admin
Tyres
Higher Revenue
The right vehicle for the right task
consumption
Driver training
Effective financing
35%
10%
9%
8%
Driver
VehicleFuel
High uptime
Fast repairs
Driver appeal
Long service life and high resale value30%
Driver
Tolls
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Valid for all markets and segments
Customers have high gutilisation of equipment
Heavy trucks (>16 tonnes)
Heavy buses (>12 tonnes)
Industrial and marine Industrial and marine engines (9-16 litre)
Scania Modular SystemScania Modular System
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Growth OutlookTotal market
1,000,000Public and special
700,000
800,000
900,000Public and special
Construction
Distribution
Long haulage
400,000
500,000
600,000Long haulage
100 000
200,000
300,000
400,000
0
100,000
09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
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Market Maturity Ladder
Price A • Uptime• Life cycle cost
S f t• Safety• Environment
B • BrandB • Quality• Service• Comfort• Operating cost
C • Low price• Design• Capacity
Demands
Source: Global Insight external research and Internal AnalysisSource: Global Insight, external research and Internal Analysis
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Diffusion of innovation
Diffusion of innovations is a theory that seeks to explain how, why, and atthat seeks to explain how, why, and at what rate new ideas and technology spread through cultures.
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Optimisation primarily in Core processesLogistics next step
Distribution Centre
OEMOEMsupplier
High valuesupplier Customised product
Customer promise
Medium valueSequence / J-I-TTime critical
Distribution Centre
Low valueBulk or stock-refillLess time critical
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BRIC HDT Market CompositionB is growing in immature and price-focused market A will grow in
C is shrinking due to environmental and economic demands
market A will grow in sustainable markets
C B A
demands
C B A
Now 2020When will A surpass B and what will the demands be on the future truck?
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Scania China Network Development 2016
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Dragon School
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Lifting status of Service technicians
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中国市场发展Scania China Parts Centre
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Scania China’s Captive Dealer