The following analysis is concerned with the introduction of a new range of handsets, Xelibri, which was introduced by Siemens. In order to establish ourselves we will begin by giving a very brief outline of the company history. We shall then be examining how the company grew to the point where this new brand became necessary. A close look at the external market and competition will then follow. An in-depth analysis of the Xelibri brand with an additional focus on the company's strengths, weaknesses, opportunities and threats will also be included. Finally we shall be highlighting a list of recommendations, which we feel indicate the direction, which could possibly be followed by Siemens.
             Siemens was originally founded in 1847. The company started its life as a relatively small engineering firm, but has since grown to become a global player in the electronics sector, with interests in lighting, electric-medical equipment, radio transmission technology, and household appliances. The company have always focused their strategy to ensure high engineering standards and reliable, up-to-date equipment are associated with the Siemens brand name.
             As the Siemens organisation grew and expanded over the years, the company was forced to divide their main business segments into independent operating groups. This ensures that each sector has the freedom to be run as efficiently as possible. Siemens currently employ circa 430,000 people across 190 countries worldwide.
             Mobile phones are only one of the many products manufactured under the Siemens brand name. The entire product portfolio of the company is large and diverse, including computers, trains and power plants. Between the periods 2001 2002 the mobile phone division dropped its market share slightly. As a result of this, in 2002 Siemens was ranked fourth within the world market.
             This decline in growth was attribute to a serious market saturation, which existed in m...