© Siemens AG

Problem Statement:
 Siemens is active in Turkey for more than 150 years and wants to further expand its market position in Turkey
 Turkey is the strongest growing of all energy markets in Europe
 Turkish Energy customers growing rapidly with increasing activities in the region, outside of Turkey
 Siemens’ intents to increase its “share-of-wallet” with its largest Energy customers in Turkey, with special focus on cross-divisional and also cross-regional business
Analysis and target business results:
 Systematic literature review of scholarly research on (a) specificities of Turkey (cultural, economical, societal, etc.) and comparable emerging markets; and (b) recent developments in Engineering-Procurement-Construction (EPC)
 Indepth Turkey top energy customer analysis, including Siemens’ position and potential based on existing data, established tools and own research

Special analysis of EPC customers regarding capabilities, global/regional potential and possible cooperation models

Develop concrete customer-by-customer strategies together with the Account Managers in Account Business Plans, all in close alignment with headquarter units and local management, with special focus on cross-divisional and crossregional business
Academic output: Master / Diploma thesis
 Summarizes results of literature review and uses this as a basis to develop implications for the management task at hand
 with focus on growth patterns and drivers for a country on two continents at the example of the Energy market
 Explore leveraging potential between the mature markets in central Europe and emerging markets of Middle East and
Central Asia

Discusses the implications of the specific answers found in the research for other businesses (normative implications)
© Siemens AG 2011. All rights reserved. page 2 February, 2012 Top Customer Growth Levers in the Turkish Energy Market E BE AMO EU

Profile of Candidate:
 Theoretical background on strategic analysis combined with high interest in the topic
 Strong interest in intercultural management topics, if possible with a particular focus on Turkey
 Ambition for achieving challenging goals in complex cross-cultural, interdisciplinary teams
 Negotiation level knowledge of English – main material to be prepared in English – Turkish and German required.
Support:
 Business and conceptual support will be through Alexander Kotschi, (alexander.kotschi@siemens.com) Director
Account Development in the Siemens Energy Sector
 Academic support will be rendered by Dr. Andreas König (andreas.koenig@wiso.uni-erlangen.de) and Prof. Harald
Hungenberg,
Contract:
 The contract will be a regular “Diplomandenvertrag” with Siemens AG, Germany, travel expenses for trips to Turkey to be paid within the framework of the Siemens travel guidelines
Timeline:
 Start end of February/beginning of March 2012, 6 weeks for exposé/proposal, 6 months for data collection, analysis and documentation of results page 3 February, 2012
© Siemens AG 2011. All rights reserved.
Top Customer Growth Levers in the Turkish Energy Market E BE AMO EU