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Marketing Audit
Siemens I&S Group: USFilter
MKT 551 Marketing Management
Donna Guevara
Karen Yunker
December 7, 2005
TABLE OF CONTENTS
Executive Summary 3
Environmental Aspects 6
Economics 6
Markets 7
Technology 8
Marketing 9
Objectives 9
Strategies 10
Tactics 11
4 P's 11
Product 11
Price 12
Place 13
Promotion 15
Organization 15
Executive Summary
Siemens Industrial Services and Solutions (I&S) specializes in developing systems solutions for customers, who include some of the world's largest corporations and municipalities. I&S contributed Group profit of US$162 million in fiscal 2005, up 46% from US$111 million a year earlier. Profit growth was due primarily to a full-year contribution from the Group's water systems business, acquired in the fourth quarter of fiscal 2004, backed by Group-wide earnings improvements. Sales climbed 26% for the year, to US$6.306 billion, including the water systems business and revenues from the portion of the VA Tech acquisition allocated to I&S. The acquisitions also contributed strongly to the year's 31% growth in orders, which reached US$6.652 billion. Effective with the beginning of fiscal 2006, I&S includes Siemens' Postal Automation and Airport Logistics divisions, which were formerly part of L&A.
The fourth quarter at I&S followed the pattern ...