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Essay / Research Paper Abstract
A 12 page paper that offers a marketing audit of Siemens AG. Sections include: Environmental Aspects, comprised of economics, market and technology and Marketing, comprised of objectives, strategies, tactics, the 4P's, and organization. The essay begins with an executive summary. Bibliography lists 17 sources.
Page Count:
12 pages (~225 words per page)
File: MM12_PGsiemn.rtf
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Unformatted sample text from the term paper:
The company reportedly invents 30 new products daily across its worldwide operations. Like all companies, Siemens experienced negative effects of the economic downturn in the U.S. in 2000 and then
in Europe in 2001. Other factors also contributed to the companys lower sales in 2003. Even so, Siemens continues to seek out partnerships and alliances in regions in the world
that offer great potential, such as China. Given the fact that Siemens conducted a management audit and began reducing costs in a number of areas in the 1990s, there seem
to be few recommendations to make to this company at this time. Cost-cutting and aggressive marketing along with new inventions and a renewed focus on specific product segments led to
increased profits between the 2002 and 2003 fiscal years. The only recommendation would be for the company to seriously consider the long-term effects of acquisitions. Analysts point to the
fact that Siemens can actually afford to invest US$8.5 billion, they still need to consider if the investments can be justified in terms of net profit in the long-term.
Environmental Aspects Economics With worldwide sales totaling $80.5 billion in 2003, Siemens AG is a world leader in numerous sectors (Cella, 2004). The company and its subsidiaries employ 417,000 people
in 192 countries (Cella, 2004). Ten of the companies worldwide businesses, with annual sales in excess of $16.6 billion, are located in the United States (Cella, 2004).
The plateaus and valleys of the world economy has affected all companies. An economic downturn began in the U.S. in 2000, spread to Europe in 2001 and then, political uncertainties
in various parts of the world, including the Middle East resulted in poorer performance for many companies (Vedpuriswar and Singh, 2003). Compounding these risks was the general decline in the
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