-1-SHA-4309-03690-08-15b.PPT-xB.StrategyevaluationandSales&Marketing-2-SHA-4309-03690-08-15b.PPT-xB1.Strategyevaluation-3-SHA-4309-03690-08-15b.PPT-xB1.1Corporatestrategyanalysis-4-SHA-4309-03690-08-15b.PPT-xGeberit’scorporatestrategyinChinaistopromoteexposed,andconcealedcisternsandtankfittingproductsVisionStrategyShanghaiDaishan•Aimsatbeingtheleadingbrandandsupplierofhighqualitywater-savingandmaintenance-freeplumbingproductsandbeingthemarketleaderinconcealedplumbingtechnology•Aimsatbeingtheleadingbrandandsupplierofflushingproductswithsuperiorqualityandbeingthemarketleaderinflushingtechnology•Concentratesalesandmarketingresourcestopromoteexposedandconcealedcisterns•ConcentratesalesandmarketingresourcestopromotetankfittingproductsGeberit’scorporatestrategy•PenetrateintoChinamarketpromotingexposed,concealedcisternsandtankfittingproducts-5-SHA-4309-03690-08-15b.PPT-xAlthoughGSHAdevelopedastrategywhenfounded,strategicobjectiveshaven'tbeenachievedUpperendStrategyasoriginalDe-factosituationPositionProductChannelBrandChantier,concealedcisternFocusonretailchannel,complementedbyselectedprojectsPremiumbrandNotclearlydefinedPublicproducts,concealedcistern,Chantier,BWO&Traps,HDPE&Pluvia1)Mainlythroughprojects(around70%)2)Notawell-recognizedbrandyet1)Byorderofsalesperformance:2000(1-7)2)RolandBerger&Partners’analysis-6-SHA-4309-03690-08-15b.PPT-xIngeneral,GDAI’sstrategyismoresimpleandintherightdirectionPositionProductChannelBrandMediumtohighendTankfittingproductsOEMchannelPremiumbrandStrategyasoriginalDe-factosituationHighendachieved,mediumendindevelopmentIncompleteproductrangeinthemediumendsegmentThroughOEMsellingtoceramicprovidersHighreputationamongindustry-7-SHA-4309-03690-08-15b.PPT-xThevisionofGSHAisneithersharedwithinthecompany,norisitcommunicated“IhavenoideawhatourcompanyaimsatinChina…“—oneregionalsalesmanager“Geberitisdoingitsbusinesswithoutanydirection…“—onedepartmentmanager“Wedon’tknowwhatGeberitis,isitasanitaryproductproviderorsanitaryaccessoryproducer?”—onedistributorinShanghai“Weseldomknowwhatthetopmanagement'sdevelopmenttargetis,nordoweunderstandourcompany’sgoal…“—onedepartmentmanagerComment-8-SHA-4309-03690-08-15b.PPT-xThecorecompetenceofGeberitEuropehasnotbeensuccessfullytransferredtoGeberitChina123456Corecompetence(Europe)AdvancedtechnologySuperiorqualityGoodpreandaftersalesservicesGoodtechnicalsupportBrand/reputationStrategicrelationshipwithdistributorsandinfluencers(e.g.installers,architects,etc.)HightechnologyHighqualityHaven’tbeenwellsetupPoortechnicalsupportNotestablishedNotestablishedCorecompetence(China)-9-SHA-4309-03690-08-15b.PPT-xThedifferentiationstrategythatcouldbeappliedtoGeberitEuropecan’tbesuccessfullyimplementedinChinaPremiumtechnology&innovationPremiumqualityPremiumcustomerservicesPremiumbrand&reputationDifferentiationstrategy(Highpricing)Geberit(Europe)Geberit(China)TechnologyisconsideredasadvancedQualityisregardedasreliableCustomerservicesarenotsatisfactoryBrandawarenessislow++---10-SHA-4309-03690-08-15b.PPT-xB1.2Productstrategyevaluation-11-SHA-4309-03690-08-15b.PPT-xThecurrentproductportfolioisunbalanced.Long-termstrategicfocusshouldbeonconcealedcistern,tankfittings,PluviaandHDPEinsteadofaddingChantierMarketpotentialHighCompetitivenessLowHighTankfittingsPluviaConcealedcisternHDPE/MeplaPublicproductsTraps&BWOChantierSo...
