The Sales & Marketing Challenges

8/14/2019 The Sales & Marketing Challenges

1/17

Austria Technologie & Systemtechnik Aktiengesellschaft | Am Euro Platz 1 | A-1120 Wien | Tel +43 (0) 1 683 00-0 | Fax +43 (0) 1 683 00-9290 | E-mail [email protected]

Austria Technologie & Systemtechnik

Aktiengesellschaft

www.ats.net

--------------------------------------

------------------------

--------------------------

Big in volume -

smart in nichesThe sales and marketing challenge for AT&S

Michael Kasacek, Executive Vice-President Sales and Marketing

17 November 2005


2/17

www.ats.net

2AT&S Analyst Day 2005 - Marketing

--------------

------------------------

------------------------

--------------------------

Agenda

Market Environment

AT&S Strategy APAC

EUROPE

AMERICAS

Success Factors

--------------

------------------------

------------------------

--------------------------


Aktiengesellschaft


3/17

www.ats.net


--------------

------------------------

------------------------

--------------------------

Agenda

Market Environment

AT&S Strategy APAC

EUROPE

AMERICAS

Success Factors

--------------

------------------------

------------------------

--------------------------


Aktiengesellschaft


4/17

www.ats.net


--------------

------------------------

--------------------------------------------------

Market Environment

General Outlook / Market Conditions

The printed circuit board consumption is expected to rise by 22% from 2004 to2007 (CAGR: 7%).

Ongoing overcapacities of 20% .

No differentiation possible through the core product PCB.

Consolidation in the market provides opportunities for the remaining few strongplayers.

Customer requirements are constantly increasing: new technologies, growingcomplexity, high capacities due to reduction of suppliers, demand for flexibilityincreasing;

New geographical areas to be served like EE and India.


Aktiengesellschaft


5/17

www.ats.net


--------------

------------------------

--------------------------------------------------

Market Environment

PCB Market Regions (Demand)

$M

Growth Value Growth Value Growth Value Growth Value Growth Value Growth ValueAsia (Ex Japa 11,0% 12.527 11,9% 14.012 12,1% 15.712 10,1% 17.293America 4,5% 10.114 4,9% 10.610 5,1% 11.146 4,2% 11.617

Europe 2,7% 6.400 3,0% 6.591 3,2% 6.804 2,9% 6.999Japan 3,2% 4.797 3,7% 4.974 4,0% 5.174 3,6% 5.361

33.838 36.187 38.835 41.271 0 0

2008 20092004 2005 2006 2007

Asia16 bn $

12% growth

value$

growth%

Japan5 bn $

4% growth

Europe7 bn $3% growth

America11 bn $

5% growth


Aktiengesellschaft


6/17

www.ats.net


--------------

------------------------

--------------------------------------------------

Agenda

Market Environment

AT&S Strategy APAC

EUROPE

AMERICAS

Success Factors

--------------

------------------------

--------------------------------------------------

Austria Technologie & SystemtechnikAktiengesellschaft


7/17

www.ats.net


--------------

------------------------

--------------------------------------------------

AT&S Strategy

Growth Strategy AT&S

AT&S is committed to growth

-Organical growth

-M&A

-New business fields

to become one of the Top PCB suppliers worldwide and to useadvantage of consolidating PCB industry.



8/17

www.ats.net


--------------

------------------------

--------------------------------------------------

Any electronic device needs a PCB

But AT&S is focussing only on high margin products wheredifferentiation is possible

Technology challenge

Complexity & Size factor

New technologies

Time to market Volume to market

Service & Customer orientation

Proximity to the customer

Special services

Development

Design

Prototyping & Quick turn-around

Mobile telecommunication

Mobile entertainment

Handheld devices

Automotive specialities

- Industrial applications

- Medical devices

- Prototypes for new product development

AT&S Strategy



9/17

www.ats.net


--------------

------------------------

--------------------------------------------------

AT&S Strategy

Opportunities

Take advantage of strong position in Mobile Phone business for

further development and enter Other Handheld Applications

Identify, develop and implement industry-specific capabilities in other

market segments for clear differentiation from our competitors andfor building-up strong market positions

access to new customers, markets & regions.



10/17

www.ats.net


--------------

------------------------

--------------------------------------------------

AT&S Global Strategy

EU ASIA PACIFICAMERICASFocus:

Medical Measurement Defense Automotive (selective)

Communication Consumer Other HH (HDI)

MedicalControls & Instruments Defense Automotive (selective)

Regional small andmid-sized accounts

Selected Accounts Key Accounts

Regional Key Accounts India

Focus: Focus:

Regional focus: Austria Technologie & SystemtechnikAktiengesellschaft


11/17

www.ats.net


--------------

--------------------------------------------------------------------------

AT&S Strategy Asia Pacific: Other Handhelds

ASIA/PACIFIC

Communication Develop new customers mainly in Korea, Japan, China & Taiwan

Stronger penetration of existing customers

Consumer Other Handhelds: Develop new customers in other HH markets Digital Still Cameras

74 Mio. devices (FC 2008: 87 Mio. devices) Japan, Taiwan

Portable Gaming Systems

18,5 Mio. devices (FC 2008: 50 Mio. devices) Japan, Finland

Digital Video Cameras

13 Mio. devices (FC 2008: 15 Mio. devices) Japan, Korea

Portable Navigation Systems 8,5 Mio. devices (FC 2008: 13,5 Mio. devices) Taiwan

Portable Music Players - MP3 players

40 Mio. devices (FC 2008: 108 Mio. devices) USA, Taiwan

Personal Digital Assistants (PDAs)

9 Mio. devices (FC 2008: 5 Mio. devices) USA, Taiwan



12/17

www.ats.net


--------------

--------------------------------------------------------------------------

Phase I(Oct Dec 2004)

Phase II(Jan Mar 2005)

Phase III(Apr Jun 2005)

Phase IV(from Jul 2005)

Exploration

Identification

Conception

Implementation

AT&S Strategy: EUROPE: AT&TACK

containment of core segments

Top Target Markets: Medical Measurement

Defense & Security Selective Automotive

Build-Up ofIndusty SpecificKnow-How

Optimisation ofexisting SalesOrganisation

CommunicationStrategy IncreaseBrand Awareness

Build-Up ofcompetitive USPs

1 432

ReorganisationSales CE

OptimisationAcquisition

CommunicationNew


13/17

www.ats.net


--------------

--------------------------------------------------------------------------

AT&S Strategy AMERICAS

AMERICAS

Selected accounts in the same target markets as in

Europe



14/17

www.ats.net


--------------

--------------------------------------------------------------------------

Agenda

Market Environment

AT&S Strategy APAC

EUROPE

AMERICAS

Success Factors

--------------

--------------------------------------------------------------------------



15/17

www.ats.net


--------------

--------------------------------------------------------------------------

Success factors

High Recognition & Awareness of AT&S Brand:

State-of-the-Art Technologies Broad Products & Services Portfolio (Design & Design Support, Prototyping & Express

Service, Assembling)

Global Presence & Financial Background

High Performance SalesOrganisation:

High Performance R&DSupport

Detailed Industry SpecificKnow-How

Top PerformanceLogistics

Top PerformanceProduction Quality

Engineering Customer Oriented Teams Supply Chain Solutions



16/17

www.ats.net


--------------

-------------------------------------------------------------------------

-

Success factors

Competitive Advantages

Differentiation

Successful, profitable access to new markets & customers



17/17

www.ats.net


---------------------------------------------------------------------------------------

-

The Sales & Marketing Challenges

Documents