In this thesis the current situation of BenQ and Siemens will be examined. First, information about the Taiwanese company BenQ will be provided. This includes information on the company itself as well as some highlights of its history, which will be presented in order to provide an insight into the basic structure of BenQ.
Furthermore, the current developments concerning the acquisition of the Siemens mobile phone division will be reflected. Afterwards, the market entry strategy of BenQ is examined in order to reveal the strategic reasons for this decision. Secondly, the company Siemens will be get a closer look.
The company's past will be reflected upon and the present situation is discussed within BenQ's present developments because of the linkage of both firms through the mobile phone division. Some deliberations concerning the future of the BenQ Siemens mobile phone division will conclude this paper.
Table of Content
1. Introduction
1.1 Presentation of the problem
1.2 Structure of the thesis
2. BENQ
2.1 Company Presentation
2.1.1 Products and Services
2.2 Company history
2.2.1 Past
2.2.2 Present
2.2.3 Future
2.3 Potential investors
2.3.1 Beha
2.3.2 Sentex SENSing
2.3.3 Bacoc
3. Siemens
3.1 Company presentation
3.1.1 Products & Services
3.2 History
3.2.1 Past
3.2.3 Future
4. Market Entry
4.1 Strategy
4.1.1 Acquisitions
4.1.2 Acquisition BenQ Siemens
4.2 Reasons
4.2.1 Management
4.2.2 Reputation
4.2.3 Access in detail
4.2.4 R&D, production facilities
4.3 Sum up
5. Conclusion
Objectives and Topics
This paper examines the strategic market entry of the Taiwanese company BenQ into the European mobile phone market through the acquisition of the Siemens mobile phone division, analyzing the subsequent developments, failures, and the complex process of bankruptcy and investor search.
- History and corporate development of BenQ and Siemens.
- Strategic analysis of the acquisition of the Siemens mobile division by BenQ.
- Evaluation of market entry strategies in the global telecommunications sector.
- Detailed breakdown of the insolvency process and potential investor negotiations.
- Discussion on post-bankruptcy repercussions and reputational impacts.
Excerpt from the Book
4.2.1 Management
On first place, BenQ could understand the European mentality, beliefs and values through the Siemens management. As a Taiwanese company, BenQ has definitely a lack of Western management. Through the acquisition, Siemens managers will become BenQ managers and so BenQ has access to Western management. Through the marriage of BenQ and Siemens, it was possible for BenQ to see how to deal with European or Latin American companies for example suppliers, distributors or retailers. BenQ could use the Siemens mobile phone division also to see how Siemens work in Latin America because of their experience.
Summary of Chapters
1. Introduction: Outlines the state of the global mobile phone market and defines the research scope regarding the BenQ and Siemens transition.
2. BENQ: Provides a comprehensive overview of the Taiwanese group's history, products, and the critical timeline involving its acquisition of the Siemens mobile phone division and subsequent bankruptcy.
3. Siemens: Details the historical background of Siemens, its business areas, and the events leading to the decision to sell its loss-making mobile phone division.
4. Market Entry: Analyzes the strategic motives behind the acquisition, including management, reputation, distribution access, and the utilization of R&D facilities.
5. Conclusion: Summarizes the outcomes of the market entry, reflecting on the bankruptcy consequences and the future outlook for both companies.
Keywords
BenQ, Siemens, Mobile Phone Division, Acquisition, Market Entry Strategy, Insolvency, Bankruptcy, Globalization, Strategic Management, Telecommunications, Investor Search, European Market, Corporate History, Technology, Synergy Effects.
Frequently Asked Questions
What is the primary focus of this paper?
The paper primarily focuses on the corporate acquisition of the Siemens mobile phone division by the Taiwanese company BenQ and the subsequent strategic and financial consequences, including the eventual insolvency of the German subsidiary.
What are the central thematic fields addressed?
The central themes include international market entry strategies, the history and organizational structure of BenQ and Siemens, and the complexities of managing cross-border business acquisitions.
What was the primary goal or research question?
The goal is to analyze the reasons behind BenQ's decision to enter the European market via the acquisition of Siemens' mobile business and to examine why this venture faced failure.
Which scientific methods were used?
The study relies on a secondary analysis of newspapers, professional journals, TV reports, and internet sources to provide a reflection on the corporate developments between 2005 and 2007.
What does the main part of the thesis cover?
It covers detailed company profiles, the historical evolution of both firms, the specific strategy behind the BenQ Siemens merger, and the failed attempts to secure new investors during the bankruptcy phase.
Which keywords characterize this work?
The most important keywords include BenQ, Siemens, Acquisition, Insolvency, and Market Entry Strategy.
Why did BenQ's acquisition of the Siemens mobile division lead to bankruptcy?
The paper suggests that reasons included sales collapses, loss of market shares, failure to integrate management teams effectively, and the inability of the German subsidiary to meet performance targets.
Who were the potential investors involved after the bankruptcy?
The potential investors discussed include the investor group Beha, Sentex SENSing Technology Inc., and the mobile office systems provider Bacoc.
How does the author view the future of BenQ in the German market?
The author believes that BenQ will likely leave the German market for several years to allow public resentment to fade, potentially returning in the future with different products under a different brand.
- Quote paper
- Bachelor of Arts Daniela Margardt (Author), 2007, Presence, history and expected future development of BenQ, Munich, GRIN Verlag, https://www.grin.com/document/127370
