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Chi St tChina Strategy
Mats HarbornMats HarbornScania China Strategic Centre
中国市场发展China General Strategy
Build a premium brand
Geographic control Geographic control
Clear segmentation
Most professional organisation Most professional organisation
Always sell the right specification
After sales support must followAfter sales support must follow sales
Long-term presence
A Scania customer should be proud and know how to use a Scania!
Source: Internal analysis
What are we selling?
BGoods and PeopleA
Our Products
Tonne-kmkWh
Safe
Passenger-km M3-kmkm
Total Operating Economy
Repair &
Reduced Costs
Low fuel consumption8%
5% 3%
Repair & maintenance
Admin
Tyres
Higher Revenue
The right vehicle for the right task
consumption
Driver training
Effective financing
35%
10%
9%
8%
Driver
VehicleFuel
High uptime
Fast repairs
Driver appeal
Long service life and high resale value30%
Driver
Tolls
Valid for all markets and segments
Customers have high gutilisation of equipment
Heavy trucks (>16 tonnes)
Heavy buses (>12 tonnes)
Industrial and marine Industrial and marine engines (9-16 litre)
Scania Modular SystemScania Modular System
Growth OutlookTotal market
1,000,000Public and special
700,000
800,000
900,000Public and special
Construction
Distribution
Long haulage
400,000
500,000
600,000Long haulage
100 000
200,000
300,000
400,000
0
100,000
09 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Market Maturity Ladder
Price A • Uptime• Life cycle cost
S f t• Safety• Environment
B • BrandB • Quality• Service• Comfort• Operating cost
C • Low price• Design• Capacity
Demands
Source: Global Insight external research and Internal AnalysisSource: Global Insight, external research and Internal Analysis
Diffusion of innovation
Diffusion of innovations is a theory that seeks to explain how, why, and atthat seeks to explain how, why, and at what rate new ideas and technology spread through cultures.
Optimisation primarily in Core processesLogistics next step
Distribution Centre
OEMOEMsupplier
High valuesupplier Customised product
Customer promise
Medium valueSequence / J-I-TTime critical
Distribution Centre
Low valueBulk or stock-refillLess time critical
BRIC HDT Market CompositionB is growing in immature and price-focused market A will grow in
C is shrinking due to environmental and economic demands
market A will grow in sustainable markets
C B A
demands
C B A
Now 2020When will A surpass B and what will the demands be on the future truck?
Scania China Network Development 2016
Dragon School
Lifting status of Service technicians
中国市场发展Scania China Parts Centre
Scania China’s Captive Dealer