schutzvermerk / copyright-vermerk business development in south eastern europe the strategies and...

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Business Development in South Eastern EuropeThe strategies and learnings of Siemens in CEE

Maximilian MairhoferSiemens AG Austria

Business Development in South Eastern EuropeThe strategies and learnings of Siemens in CEE

Maximilian MairhoferSiemens AG Austria

February 2007 Vienna Economic Forum Meeting Chisinau Maximilian Mairhofer, Siemens CEE

61 mio. Consumers61 mio. Consumers 524 bill. EUR GDP 524 bill. EUR GDP (4,3% growth rate) (4,3% growth rate)

33 bill. EUR Siemens-market 33 bill. EUR Siemens-market (5,6% growth rate)(5,6% growth rate)

8.996 mio. EUR order intake8.996 mio. EUR order intake 7.516 mio. EUR sales 7.516 mio. EUR sales (thereof 58% export)(thereof 58% export)

30.254 employees30.254 employees

Siemens in Central and Eastern Europe

Source: Central Bureau of Statistics, Year 2006


Attractive Markets and Favorable Business Environmentsto compete in

1

Critical Success Factors in Business Development

1 1

2Vision and

Strategy

3

1

Leaders and Employees

to realize

4Innovative Products,

Solutions and Services to succeed with


Attractive Markets and Favorable Business Environment

Investment and Growth need outside Stimulation

Investment Climate Stable political and legal conditions Liberalized markets and privatization as drivers for investment Openness towards Foreign Investment

Technology Demand for modern technology Secure Energy Supply and Resources

Legislation and Funding Short project decisions and

approval processes Stable conditions for long-term investments

(taxation, tariffs etc.)

1



1


1 1

Vision andStrategy

3

1


to realize



2


Innovative Products, Solutions and Services to succeed

DivisionsSector

En

erg

yIn

du

stry

Hea

lth

care

Industry Automation Motion Control Building Technologies Osram Industry Solutions Mobility

Fossil Power Generation Renewable Energy Oil & Gas Service Rotating Equipment Power Transmission Power Distribution

Imaging & IT Workflow & Solutions Diagnostics

2



1


1 1

2Vision and

Strategy

1


to realize



3


Region CEE

Romania

2002

Bulgaria

2004

Slovakia

Croatia

Slovenia

1994

19941994

Bosnia & Herzegovina

1996

The Vision: Development from Siemens AG Austriainto a crossnational network – Siemens CEE

Serbia(incl. Montenegro)

1999

Total Investment of Siemens AG Austria in CEE: > 73’ million €

Total Business Volume booked since 1995: > 7”7 billion €

3


First step: establish a local set-upAdded Value of a regional company

SIS

TS

I&S

A&D

.......

......SIS

TS

I&S

A&D

.......

......

PROJ 2

PROJ 1 Cross-Group ProjectsBundling of Group Portfolio & Sector Approach

Local Services and Solution BusinessValue Add in Cooperation with local Companies

Marketing and SalesSales of Products and Solutions + Sales Channel Management1

2

3

3


Development of the local market

Step 1: Large infrastructure projects as entry point to local presence

Step 2: Build-up of sales, project management, technical and service resources

Step 3: Commitment to local presence via R&D- and production-facilities

Step 4: Investment in exogeneous growth

Subotica

Podgorica

Pristina

Belgrad

Nis

3


Development of the Country-Organisation through further investments

Step 1: Large infrastructure projects as entry point to local presence

Step 2: Build-up of sales, project management, technical and service resources

Step 3: Commitment to local presence via R&D- and production-facilities

Step 4: Investment in exogeneous growth

Regional CompanyBranch OfficeSoftware-DevelopmentProduction

579 employees 56 in SW-development334 in production189 in sales

Subotica

Belgrad

Nis

Pristina

Podgorica

3


An Example: Public LightingA Success Story in Business Development

Modernisation, Reconstruction, Maintenance, Operation and Energy Management Combination of technical and financial engineering Savings potentials of up to 60% - modernisation paid out of existing budgets Contracts ranging from 8 to 20 years Close cooperation with local companies Digital monitoring in local dispatching centers

Bratislava Brno Most Zlin Teplice Sliven Sibiu Neusiedl

3


Healthcare: hospitals, medical technology, optimization of non-clinical processes

Energy: transeuropean networks, power generation, (renewable energies) and energy efficiency

Environment: waste management, water treatmentand air pollution control

Transportation: transeuropean transport networks, airports and strategies for urban mass transit

Public investment priorities for the region CEE

Public Administration: border control, tax collection, land register, IT and telecommunication infrastructure

3


Vladimir Voronin, President of Moldova and Professor Mirchea Sofroni, Head of Moldavian Ontological Institute in front of the Siemens CT delivered to Moldova via IAEA (International Atomic Energy Agency)

Siemens in Moldova

Highlights

Rehabilitation of Moldavian Regional Public Hospitals and Establishing of the New Private Medical Centers

Complete Multi-Step Modernisation of the Lighting System for the International Aiport „CHISINAU“

New Orders (in million EUR)

1,5

Sales (in million EUR)

0,6

Employees

5

Overview 2007

Siemens s.r.l., Moldova



1


1 1

2Vision andStrategy

3

1


to realize

Innovative Products, Solutions and Services

to succeed with

4

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