Upload
shaikh-mubin
View
219
Download
0
Embed Size (px)
Citation preview
8/14/2019 The Sales & Marketing Challenges
1/17
Austria Technologie & Systemtechnik Aktiengesellschaft | Am Euro Platz 1 | A-1120 Wien | Tel +43 (0) 1 683 00-0 | Fax +43 (0) 1 683 00-9290 | E-mail [email protected]
Austria Technologie & Systemtechnik
Aktiengesellschaft
www.ats.net
--------------------------------------
------------------------
--------------------------
Big in volume -
smart in nichesThe sales and marketing challenge for AT&S
Michael Kasacek, Executive Vice-President Sales and Marketing
17 November 2005
8/14/2019 The Sales & Marketing Challenges
2/17
www.ats.net
2AT&S Analyst Day 2005 - Marketing
--------------
------------------------
------------------------
--------------------------
Agenda
Market Environment
AT&S Strategy APAC
EUROPE
AMERICAS
Success Factors
--------------
------------------------
------------------------
--------------------------
Austria Technologie & Systemtechnik
Aktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
3/17
www.ats.net
3AT&S Analyst Day 2005 - Marketing
--------------
------------------------
------------------------
--------------------------
Agenda
Market Environment
AT&S Strategy APAC
EUROPE
AMERICAS
Success Factors
--------------
------------------------
------------------------
--------------------------
Austria Technologie & Systemtechnik
Aktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
4/17
www.ats.net
4AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
Market Environment
General Outlook / Market Conditions
The printed circuit board consumption is expected to rise by 22% from 2004 to2007 (CAGR: 7%).
Ongoing overcapacities of 20% .
No differentiation possible through the core product PCB.
Consolidation in the market provides opportunities for the remaining few strongplayers.
Customer requirements are constantly increasing: new technologies, growingcomplexity, high capacities due to reduction of suppliers, demand for flexibilityincreasing;
New geographical areas to be served like EE and India.
Austria Technologie & Systemtechnik
Aktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
5/17
www.ats.net
5AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
Market Environment
PCB Market Regions (Demand)
$M
Growth Value Growth Value Growth Value Growth Value Growth Value Growth ValueAsia (Ex Japa 11,0% 12.527 11,9% 14.012 12,1% 15.712 10,1% 17.293America 4,5% 10.114 4,9% 10.610 5,1% 11.146 4,2% 11.617
Europe 2,7% 6.400 3,0% 6.591 3,2% 6.804 2,9% 6.999Japan 3,2% 4.797 3,7% 4.974 4,0% 5.174 3,6% 5.361
33.838 36.187 38.835 41.271 0 0
2008 20092004 2005 2006 2007
Asia16 bn $
12% growth
value$
growth%
Japan5 bn $
4% growth
Europe7 bn $3% growth
America11 bn $
5% growth
Austria Technologie & Systemtechnik
Aktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
6/17
www.ats.net
6AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
Agenda
Market Environment
AT&S Strategy APAC
EUROPE
AMERICAS
Success Factors
--------------
------------------------
--------------------------------------------------
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
7/17
www.ats.net
7AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
AT&S Strategy
Growth Strategy AT&S
AT&S is committed to growth
-Organical growth
-M&A
-New business fields
to become one of the Top PCB suppliers worldwide and to useadvantage of consolidating PCB industry.
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
8/17
www.ats.net
8AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
Any electronic device needs a PCB
But AT&S is focussing only on high margin products wheredifferentiation is possible
Technology challenge
Complexity & Size factor
New technologies
Time to market Volume to market
Service & Customer orientation
Proximity to the customer
Special services
Development
Design
Prototyping & Quick turn-around
Mobile telecommunication
Mobile entertainment
Handheld devices
Automotive specialities
- Industrial applications
- Medical devices
- Prototypes for new product development
AT&S Strategy
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
9/17
www.ats.net
9AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
AT&S Strategy
Opportunities
Take advantage of strong position in Mobile Phone business for
further development and enter Other Handheld Applications
Identify, develop and implement industry-specific capabilities in other
market segments for clear differentiation from our competitors andfor building-up strong market positions
access to new customers, markets & regions.
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
10/17
www.ats.net
10AT&S Analyst Day 2005 - Marketing
--------------
------------------------
--------------------------------------------------
AT&S Global Strategy
EU ASIA PACIFICAMERICASFocus:
Medical Measurement Defense Automotive (selective)
Communication Consumer Other HH (HDI)
MedicalControls & Instruments Defense Automotive (selective)
Regional small andmid-sized accounts
Selected Accounts Key Accounts
Regional Key Accounts India
Focus: Focus:
Regional focus: Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
11/17
www.ats.net
11AT&S Analyst Day 2005 - Marketing
--------------
--------------------------------------------------------------------------
AT&S Strategy Asia Pacific: Other Handhelds
ASIA/PACIFIC
Communication Develop new customers mainly in Korea, Japan, China & Taiwan
Stronger penetration of existing customers
Consumer Other Handhelds: Develop new customers in other HH markets Digital Still Cameras
74 Mio. devices (FC 2008: 87 Mio. devices) Japan, Taiwan
Portable Gaming Systems
18,5 Mio. devices (FC 2008: 50 Mio. devices) Japan, Finland
Digital Video Cameras
13 Mio. devices (FC 2008: 15 Mio. devices) Japan, Korea
Portable Navigation Systems 8,5 Mio. devices (FC 2008: 13,5 Mio. devices) Taiwan
Portable Music Players - MP3 players
40 Mio. devices (FC 2008: 108 Mio. devices) USA, Taiwan
Personal Digital Assistants (PDAs)
9 Mio. devices (FC 2008: 5 Mio. devices) USA, Taiwan
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
12/17
www.ats.net
12AT&S Analyst Day 2005 - Marketing
--------------
--------------------------------------------------------------------------
Phase I(Oct Dec 2004)
Phase II(Jan Mar 2005)
Phase III(Apr Jun 2005)
Phase IV(from Jul 2005)
Exploration
Identification
Conception
Implementation
AT&S Strategy: EUROPE: AT&TACK
containment of core segments
Top Target Markets: Medical Measurement
Defense & Security Selective Automotive
Build-Up ofIndusty SpecificKnow-How
Optimisation ofexisting SalesOrganisation
CommunicationStrategy IncreaseBrand Awareness
Build-Up ofcompetitive USPs
1 432
ReorganisationSales CE
OptimisationAcquisition
CommunicationNew
8/14/2019 The Sales & Marketing Challenges
13/17
www.ats.net
13AT&S Analyst Day 2005 - Marketing
--------------
--------------------------------------------------------------------------
AT&S Strategy AMERICAS
AMERICAS
Selected accounts in the same target markets as in
Europe
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
14/17
www.ats.net
14AT&S Analyst Day 2005 - Marketing
--------------
--------------------------------------------------------------------------
Agenda
Market Environment
AT&S Strategy APAC
EUROPE
AMERICAS
Success Factors
--------------
--------------------------------------------------------------------------
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
15/17
www.ats.net
15AT&S Analyst Day 2005 - Marketing
--------------
--------------------------------------------------------------------------
Success factors
High Recognition & Awareness of AT&S Brand:
State-of-the-Art Technologies Broad Products & Services Portfolio (Design & Design Support, Prototyping & Express
Service, Assembling)
Global Presence & Financial Background
High Performance SalesOrganisation:
High Performance R&DSupport
Detailed Industry SpecificKnow-How
Top PerformanceLogistics
Top PerformanceProduction Quality
Engineering Customer Oriented Teams Supply Chain Solutions
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
16/17
www.ats.net
16AT&S Analyst Day 2005 - Marketing
--------------
-------------------------------------------------------------------------
-
Success factors
Competitive Advantages
Differentiation
Successful, profitable access to new markets & customers
Austria Technologie & SystemtechnikAktiengesellschaft
8/14/2019 The Sales & Marketing Challenges
17/17
www.ats.net
17AT&S Analyst Day 2005 - Marketing
---------------------------------------------------------------------------------------
-