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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.