Download Analysis of the Service Business Concept and Marketing of ABB China

PR-Report CPCN, Consulting Project China
Service Business Concept and Marketing
Strategy for ABB Engineering (Shanghai) Ltd.
«Cultural Synergy leads to success.»
nominated
www.fhsg.ch/praxisprojekte
University of Applied Sciences of Eastern Switzerland
Project Team
Zhimin (Jamie) Xie / Tongij University, China / Project Leader
Min (Cherry) Zhang / Tongij University, China
Hong Jing / Tongij University, China
Mario Malzacher, Neuhaus / FHS St.Gallen, Switzerland
Julia Wüthrich, Heiden / FHS St.Gallen, Switzerland
Philipp Heim, St.Gallen / FHS St.Gallen, Switzerland
ABB Engineering (Shanghai) Ltd.
ABB Engineering (Shanghai) Ltd., founded
in 1999, is a wholly owned enterprise of
ABB having 1,150 employees. It is one of
ABB’s key local enterprises and a major
manufacturing and engineering base for
industrial robots and systems, instrumentation and analytical systems and substation
automation systems. ABB Engineering
(Shanghai) Ltd. is well established in the
Chinese market as one of the ten local
companies ranked among China’s top 100
electric enterprises.
Results
The project team identified all relevant
market players, described them and
showed their influence on the excitation
system market in China. Furthermore, the
team conducted a customer satisfaction
analysis regarding the service of ABB and
its competitors. Furthermore, research
about mature markets such as Switzerland
and Canada and other branches was carried out. For the consolidated findings, the
adaptability to the Chinese market has
been shown. On the basis of these aspects,
the team developed a mid and long term
strategy for ABB’s service business. Besides,
the team calculated that the market potential for services with the inclusion of the
12th 5-year plan of China, achieved penetration of the mature markets and expected intensity of competitive rivalry.
Assignment and Aims
In 2011, ABB Engineering (Shanghai) Ltd.
plans to start a strategy process to develop
a service business concept and marketing
strategy. This consulting project supports
this process with an in-depth analysis of
the Chinese service market in the power
plants environment.
Proceeding
To achieve the goals, comprehensive research was necessary. The project team
conducted customers and experts in
the field of excitation systems and from
another branch in China, Switzerland
and Canada. Additionally, the team did
extensive desk research to complete the
results. Subsequently, the students focused on the analysis of the gathered
information and assembled all results into
a final report.
Human Resources
Distribution Channel
Service representatives
Employer Branding
Product
Establish new service types
Adjust existing service portfolio
Client
ABB Engineering (Shanghai) Ltd.,
Shanghai
Qi Wang / Service Manager for
Excitation System
www.abb.com.cn
Front-End-Sales-Structure
Customer
Customer
segmentation
Service Centres
Marketing
Proactive approach
One face to the customer
Prospects
ABB has a good initial position and excellent reputation in the market. When the
company meets the challenge of local competitors and adjusts the service portfolio to
the sales approach, the project team is
convinced that ABB Engineering (Shanghai)
Ltd. will be able to expand its service business for excitation systems significantly.
Qi Wang, ABB Engineering
The consulting team has
developed deep insight
knowledge of ABB service
business and Chinese
market conditions. The
project was conducted
with excellent methodology and thorough
execution. Results were made available to
ABB in a comprehensive report. ABB congratulates the team for their results and
expresses gratitude to them.
Coaches:
Mathias Kleiner, MBA,
FHS St.Gallen
Prof. Ming Yao,
Tongji University
This team has been phenomenal and combined all
the key success factors:
team spirit, sensitivity for
intercultural differences,
solution oriented thinking,
flexibility and eagerness
to learn. Due to their high
level of commitment to
this project, they presented a mature and well
balanced service business concept to the
client.