Xelibri: A Siemens Mobile Adventure
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.
History of 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 equ
If Siemens price the phones at a mid to lower price range it could encourage customers to be more ready to keep up with each collection. By doing this they may find it easier to establish a wider consumer base to gain their market before the competition decide to act. The Xelibri brand aims to follow these strategies. Siemens could arrange a partnership with a well-established fashion brand name (for example Benetton or Calvin Klein). The Siemens brand name was already fully developed and well know. In order to gain a strong market response and build up customer awareness, Siemens could hold a competition for customers. External mobile phone market The pressure is on for the Xelibri brand to be successful. The Xelibri birthday party, which was planned as the opening event of London Fashion Week in 2003, was a good PR strategy and good advertisement for the company and its new brand. The team grew to include people from 17 different nationalities, which added diversity and variety to ideas. "In China, about 65 million people had a yearly income of 5000 or more in 2002. ipment are associated with the Siemens brand name. The strategy was that each Xelibri model would only to be sold for one year. More than twice as many owned a mobile phone". The use of the Internet to promote and distribute their product could prove a vital asset for Siemens. It has a very distinctive name, which stands out from those of its competitors and the design is obviously a central feature.