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History
• 1918-1933: RETURN TO THE WORLD MARKET AND UNITY WITHIN THE
“HOUSE OF SIEMENS”
• 1930 Started manufacturing radios, television sets and electron
microscopes
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Siemens Today
• Siemens is global powerhouse positioned along the electrification
value chain, as well as in the areas of medical imaging and in-vitro
diagnostics.
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Vision 2020
Electrification,
Automation and
Digitalization are
the long-term
growth fields of
Siemens.
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Businesses
• From Four Industries:
1. Energy (35%)
2. Industry (24%)
3. Infrastructure and Cities (23%)
4. Healthcare (18%) • To Nine-plus-one Divisions:
1. Power and Gas
(% of total revenues) 2. Wind Power and Renewables
3. Power Generation Services
4. Energy Management
5. Building Technologies
6. Mobility
7. Digital Factory
8. Process Industries and Drives
9. Financial Services*
10.Healthcare**
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Revenues byvBusiness
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Siemens Vision
We have a clear vision of what we
stand for and what our goals are.
Answering the world’s toughest
questions helped us become a
pioneer in energy efficiency,
industrial productivity, affordable
and personalized healthcare and
intelligent infrastructure solutions.
This success story would not have
been possible without our firm
believe in our core values. This is
what Siemens is all about.
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Values
RESPONSIBILITY
Our responsibility is to conduct all
businesses according to the highest
professional and ethical standards and
practices: there must be no tolerance
for non-compliant behaviours.
INNOVATION EXCELLENCE
Our goal is to be a trendsetter in all Excellence means attracting
of our businesses. We unlock the the best talents in the
energy and creativity of our marketplace and giving them
employees, embracing the new and the skills and opportunities
different. they need to become high-
achievers.
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Strategy
Our positioning and our strategic direction are closely linked to define milestones. We have to
take all the right steps to create value.
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Resources
RESOURCE CHARACTERISTICS INDICATORS
TANGIBLE
RESOURCES PHYSICAL -PLANT AND -Market Value of Fixed Assets
EQUIPMENT -Scale of Plants
-Alternative Uses for Fixed Assets
-SIZE
-TECHNOLOGY
FLEXIBILITY
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Resources
RESOURCE CHARACTERISTICS INDICATORS
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Resources
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Functions & Capabilities
FUNCTION CAPABILITIES EXAMPLES
R&D -RESEARCH AND INNOVATIVE NEW -20 Patents per day + 38 Inventions
PRODUCTS DEVELOPMENT per day
-Focus on creating next generation
products
CORPORATE -STRATEGIC INNOVATION -Last 4 years 9 acquisitions in
FUNCTION -MULTIDIVISIONAL COORDINATION different industries
-ACQUISITION MANAGEMENT -Business Units autonomy +
-INTERNATIONAL MANAGEMENT corporate management coordination
MANAGEMENT -INTEGRATED MANAGEMENT: -Corporate Technology: centralized
INFORMATION INFORMATION SYSTEM NETWORK corporate-based innovation
SUPPORTING MANAGERIAL DECISION organisation across BUs
MAKING
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Adjacency Map
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Horizontal Integration
ENERGY: INDUSTRY:
• Electric streets lightining • Automotive
• Bulbs • Marine & Ship buildings
• Semi-conductors • Mining & Cement
• Oil & Gas • Paper machinaries
• Hydropower stations • Food & Beverage Machinaries
• Windpower • Data Centers
• Solar pannels ELECTRIFICATION
AUTOMATION
DIGITALIZATION
INFRASTRUCTURES & CITIES: HEALTHCARE:
• Transportation & Logistic • X-rays
• Cities • Pacemakers
• Municipalities & DSOs • Dentists
• Pharmaceuticals
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Reasons of Diversification
1. Enhance the profitability by becoming integrated in
new markets and gain market power
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Matrix of Parenting Adv
High
Industry
Infrastructure
& Cities
Energy
Fit between
KDFs and
parenting
characteristics
Healthcare
Financial
Low Services
Power
Transmission, Energy Imaging and
Power
Power Distribution Application in-vitro
Generation
and Smart Grid diagnostics
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Organizational Structure
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Parenting Style
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How Parent Creates Value
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International Strategies
Automation
TRANSNATIONAL STRATEGY
• Achieve both Global Efficiency and Local
Electrification Responsiveness
Digitalization
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Corporate Social Responsibility
“For us, sustainability means acting in the best interest of coming
generations with respect to the economy, the environment and the
society”
2. PLANET
• Using responsibly our planet limited resources
3. PEOPLE
• Increase our employees’ sense of responsibilty in executing their activities
• Contribute to the sustainable development of society
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Mirvis & Googins’s Framework
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Key Sustainability Indicators
• Economic
• Revenue generated by the environmental portfolio: € 33.2 billion
• 42% of total revenues
• Employees
• Expenditure on continuing education € 283 million
• Proportion of women in management positions 15.3 %
• Rankings
• Points in Dow Jones Sustainability Index: 92/100
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KiteGen
KiteGen
KiteGen focus on searching an alternative
and more effective way to produce
electricity through the exploitation of an
untouched, huge and powerful renewable
energy source: the High Altitude Wind
Energy (HAWE).
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KiteGenVision
KiteGen Vision
VISION:
KiteGen’s vision is a new type of electric
generation plant, based on a renewable
source, suitable for any territory, in direct
competition with today’s conventional
production (coal, oil or nuclear), in the
GigaWatt class.
VALUES:
• Encourage the production of eco-
sustainable energy
• Respect for the environment
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KiteGen Advantages
KiteGen Advantages
1. Financial resources: KiteGen needs a considerable amount of financial resources to
develop its ambitious project
1. Reputation: Siemens brand reputation is recognized all over world for the quality of
its products
1. New customers: The possibility for KiteGen to have access to Siemens’ portfolio of
customers
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Siemens Advantages
Siemens Advantages
1. Innovation: KiteGen can exploit an unexploited, virtually
endless and almost universally available energy power, that
is high altitude winds
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Bid Price
• Due to the fact that the company patrimonial
value is mostly determined by the MARKET
VALUE OF KITEGEN’S PATENTS , we have based
our proposed bid price on this value
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In
BidConclusion
Price
ATTRACTIVENESS TEST:
• Unexploited, virtually endless and almost universally
available energy power
• Coherent with Siemens’ tendency to be a pioneer in new
technology development
• A considerable number of companies are investing in this
technology
BETTER-OFF TEST:
• Siemens managing KiteGen could create additional value
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Bibliography
http://www.siemens.com/entry/cc/en/
http://www.siemens.com/annual/14/en/download/pdf/Siemens_AR2014_Vision2020.pdf
http://www.siemens.com/about/en/history.htm
http://www.siemens.com/jobs/en/ataglance/
http://www.siemens.com/about/en/businesses/
https://www.swe.siemens.com/greece/internet/en/Documents/Siemens-company-presentation.pdf
http://www.siemens.com/annual/14/en/company-report/our-path/
http://www.siemens.com/jobs/en/ataglance/values_vision.htm
http://www.siemens.com/about/pool/strategy/siemens-strategy-overview-path.pdf
http://www.siemens.com/about/sustainability/en/index.php
http://www.kitegen.com/en/kiteblog-2/
http://kitegen.com/wp-content/uploads/2010/07/PEN-KGR2010.pdf
http://www.forbes.com/companies/siemens/
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Personal Contacts
*Siemens: Conte Elisabetta
Corporate Account Manager
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