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Harnischfeger Corporation

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Case Treppen aus Nord‐ Case ”Treppen aus Nord‐ Nordwegen” g

Story
Intro
• "We must not underestimate the risks of this project. Johannes Stiklestad looked this project " Johannes Stiklestad looked at his in‐law worriedly. Briefly, Per Moen had a slightly annoyed expression, but he controlled himself quickly. He was fully aware that they were talking about a big investment for such a small business, and that the implementation of the project would require great efforts. If it should would require great efforts If it should fail, it would also likely lead to the traditional business closing down. However, after working with this for a long time, he really saw no other possible way forward

Johannes Stiklestad as
• • • • • Established in 1950s by Johannes Stiklestad Producing stairs in pine and spruce + archways Producing stairs in pine and spruce + archways In 1982, Per Moen – Johannes Stiklestad son‐in‐ law entered business Stiklestad is not Chairman, and Moen is CEO Strategy: "We shall, according to customer needs, develop and market building products for homes. The products will have an appearance of craftsmanship and quality, be solid and have p q y, good custom‐made designs. We will not serve the cheapest market. Stairs should have a slightly exclusive impression, but we will not serve the very exclusive market. “ y Good reputation among customer: prefabricated houses, medium/small builders, some private 2000 m2 factory floor 2000 m2 factory floor





Story
Export development
• • • • • Difficult beginning with failed cooperation with other producers with other producers Summer 2006, contact with Karl‐Heinz Gierke, agent in Hamburg Learned about selling points and Learned about selling points and preferences in Germany Great development
– From 5% in 2005 to 65% in 2008

Now…
• BUT: revenues have not increased much – not certain why… too much exports? If Norwegian demand increases: If Norwegian demand increases: danger of not being able to deliver… Possibility to invest in CNC milling P ibilit t i t i CNC illi machine with CAD‐program—will double production with only a 10% staffing increase Per Moen wants to go for this, but Johannes Stiklestad is very y skeptical—and he is chairman





Hard work: learn language, adapt organization, adapt to German demand for precision Opportunities in Saxony—the German market wants more





General strategic General strategic problem
• Johannes Stiklestad as wants to grow, but y gg should they make the suggested investments in a CNC‐milling machine with CAD program?
– Will give double production with 10% increase in double production 10% increase in labor – C t 5 3 ill NOK i i Costs 5.3 mill NOK in investments t t

What would be the economic situation after investing?
2007 2008 alt. 1 2008 alt. 2 2008 alt.3
20% increase in sales, and 20% increase in material costs

2008 alt. 3
No increase in sales, no increase in material costs

Double revenues Only 20% increase and double var. in revenues, but costs 50% increase in var. costs….



Current (2007) situation: C (200 ) i i
– – – – – OK margins and returns Somewhat high debt Liquidity somewhat low: current ratio=1.1 Reduced sales on domestic markets R d d l d i k Increased sales on export markets

Revenues Sales archways Sales stairs Total sales 2 700 8 300 11 000 Costs Variable production costs Direct wage in production Variable costs Contribution margin Fixed costs Profit before new financial costs New fi N financial costs i l t Profit Operating margin Return on equity Return on total assets Equity ratio Debt to equity ratio 510 4.6 % 31.9 % 8.5 % 27 % 2.8 4 500 3 900 8 400 2 600 2 090 510

Revenues 5 400 16 600 22 000 Costs 9 000 4 290 13 290 8 710 2 090 6 620 212 6 408 29.1 % 400.5 % 56.7 % 14 % 6.1

Revenues 3 240 9 960 13 200 Costs 6 750 4 290 11 040 2 160 2 090 -810 212 -142 -1.1 % -8.9 % -1.3 % 14 % 6.1

Revenues 3 240 9 960 13 200 Costs 5 400 4 290 9 690 3 510 2 090 1 420 212 1 208 9.2 % 75.5 % 10.7 % 14 % 6.1

Revenues 2 700 8 300 11 000 Costs 4 500 4 290 8 790 2 210 2 090 120 212 -92 -0.8 % -5.8 % -0.8 % 14 % 6.1



New situation without investments
– Debt remains at current levels – Limited production capacity and limited capacity for increasing revenues



New situation with New situation with investments:
– – – – – High debt compared with equity Possible liquidity problems Possible implementation problems with new tech? Possible implementation problems with new tech? But possibly very high revenues and profits Profitability hinges on
• • • Increased revenues Selling all that is produced Low interest rates (assumed 4%) Lo interest rates (ass med 4%)



How can they increase sales?
– Export markets? – Domestic markets?

The global markets and their development
Situation in 2007 in 2007 Generally: few or no trade barriers on stairs Building products market: many products are adapted to local markets due to traditions Few scale economies in stair production but in stair production, but flexible production technology
Many small firms (about 32 firms just in Norway) Relatively low levels of FDI (but some?) Few multinational firms

Possible future development Political development
— Situation of low trade barriers will be maintained, if not increased is a typical rural industry — Stair production is a typical rural industry markets may be distorted by various public policies targeted at saving local jobs

Technological development
— Communication technologies makes possible scale economies in development of new stairs in development and design — Communication technologies makes it possible to coordinate stair production and marketing at different locations Enables the development of multinational producers of stair and stairways, just as there are global producers of doors and windows (e.g., Jeld‐Wen Inc.)

Raw material markets well integrated (sawnwood) Demand may vary locally: e.g., growth in Saxony

Social/cultural globalization/development
— Q i k transfer of d i Quick f f design preferences f f from country to country — Multi‐trends, like in apparel industry and in furtniture production? May give internationally oriented stair producers an advantage

Economic globalization
Relatively stable situation

Analysis of the competitive situation, using Porters’s 5‐forces
Suppliers’ power ‐ Raw material markets highly competitive, but increasing consolidation is likely lid ti i lik l Threat of competitors ‐ Risk of new competitors from Eastern Europe and f d Russia? ‐ Little information in case‐text about trends, but product b d differentiation may be increasing, which reduces threat of competitors Rivalry ‐ Fragmented markets with high competition ‐ Rivalry likely to increase, but can be i b b mitigated with differentiation and niche marketing Buyers’ power ‐ Fragmented markets, but possibly with local monopolies. ‐ Little information about trends, but multi‐trend situation may give opportunities for gaining power over buyers Threat of substitutes Th t f b tit t ‐Tough competition from hardwood stairs, and stairs using laminates and other harder materials. h d t i l ‐ Little information about trends.

Fragmented industry with relatively low globality, but with a weak globalization globality but with a weak globalization trend
Many

Global
Advantages in global integration (factor market ( integration)

Blocked global

Multilocal
Few
Few

Local

Advantages in/ need for local adaptation (product market integration)

Many

Internationalization ability
• Export activities today (2008): To Germany
– 2005: 10% of turnover – 2006: 25% of turnover – 2007: 40% of turnover 2007: 40% of – 1. Quarter 2008: 65%

• Agents in Hamburg, Jena and Frankfurt
Internationalisation i li i ability of a company

International company culture (ACE/Bakka‐model)

Resources and capabilities

Market share in a reference market

Market network

The Bakka The Bakka Model
Trial export Export motive Export motive Operative Extensive export Operative Intensive export Strategic/ Strategic/ Operative (in fact, somewhat uncertain motive) Market Market concentration Increasing Export department Multinational marketing Mainly strategic Mainly strategic Global marketing Mainly strategic Mainly strategic Choice of markets of markets Coincidence Neighbouring country Invisible One‐man show parttime Trading house/ Trading house/ piggyback Only necessary adaptation, Limited promotion Limited promotion Low price Many markets Many markets Market extension Market extension Consolidation in Consolidation in the triad Large in key markets Global or transnational organization Production Alliances Global products Global promotion Global promotion and PR High price

Market share Organization

Insignificant ”One man show” full‐time, Agents Only necessary adaptation (requi‐ rements to quality, rements to quality, accuracy, and punctuality higher in Germany ) Some promotion Low price Low price Marginal or negative

Large in selected markets International division Licensing Production Cultural adaptation Branding High price

Entry strategy Marketing mix

Sales office in Sales office in main markets Cultural adaptation Some promotion Some promotion Medium price

Economic contribution

Marginal or negative

Positive

Mutually dependent on home market

Price leader Most revenues from abroad

The beneficial export circle (ACE‐ model)
– Competence/experience
• • • • • • • • • • • • 2 – 3 years experience One person with good language skills Has taken time to get employees to understand German customers Medium priced product (between local German pine and beech) No market analyses Relatively close cooperation with agents l l l h Emphasize understanding German demands Customer orientation satisfied customers Willing to take risks (Moen, at least) Possibility oriented

Competence

Attitudes

– Attitudes

– Embodyment
Is the h i I th chairman willing t illi to go f for an expanded export venture? ‐ d d t t ? He seems sceptical Are the employees willing to go for an expanded export venture? – It has taken time to get them involved

Embodyment



Conclusion: low to medium level in terms of the beneficial export circle (ACE‐model)

Resources and capabilities available for export venture
Resources
• Experience
– – – Somewhat short – 2 – 3 years 2 3 years Mainly through one agent Moen, the manager, is the only person involved Relatively small firm along most dimensions Investments will increase scale dramatically Relatively small – not visible in the balance sheet Possible new investments give better utilization of the work‐force Probably good access to raw materials

Capabilities
• Information processes
– Small network in Germany – in Germany information from only a small sample of persons – Probably weak on contract management – agent relationships t t l ti hi based on mutual trust



Scale
– –



Relationship building
– Seems good but concentrated on a good, but a small number of critically important persons

• •

Financial resources


Physical resources y
– –



Product and design development
– Little information in case description, but Moen (the manager) is ambitious with respect to investments in new technology

Conclusion: relatively low levels of resources and capabilities

SWOT
Strengths Access to high‐quality wood raw materials Good manufacturing capabilities ‐ craftsmanship Manager devoted to and with experience with export – clearly good at selling Small but active network of agents and customers in Germany Opportunities Has possibility to expand capacity and lower costs by making new investments in CNC milling machine with CAD‐program if successful, the firm can become much more profitable, and reduce debt significantly over just a few years.

Weaknesses Seems to lack capabilities in modern design (little info on that – could it be the reason for declining sales in Norway?) Lacks market understanding – does not know why sales has declined in Norway Limited skills in production planning and limited production capacity High level of debt compared to equity – especially after making investments in new CNC milling machine Located far from German export markets Limited and narrow resources available for exporting (and marketing and Li i d d il bl f i ( d k i d sales more generally) – strong reliance on one single person – what if Moen becomes sick? Do employees and owners stand firmly behind the export venture – or is it mainly driven by Moen because he thinks it is fun? Threats Prolonged recession (double‐dip) with declined demand in Norway and Germany – makes firm vulnerable to liquidity problems if they invest in CNC milling machine CNC milling machine Faces “squeeze” between Norwegian and German customers Threats from competitors in domestic markets – do these competitors have better design?

Strategic problem definition Strategic problem definition
• The problem facing Johannes Stiklestad as is not so much the question of whether they should invest in the CNC milling machine… machine • But… • Given their strong traditions in craftsmanship and quality stair Given their strong traditions in craftsmanship and quality stair manufacturing, but their relatively limited and narrow resources available for marketing and exporting activities, g p g , their lack of understanding of why sales in Norway have stagnated, and how they perceive strong demand in Germany, how can they maintain and build profitable customer relationships both in Norway and Germany, without risking the survival of the firm? the survival of the firm?

Conclusion about position in the nine strategic windows
High Search for new business areas business areas Prepare for globalisation Strengthen your global position global position

Company’s preparedness for internationalization

Consolidate your y Consider C id position in the Search for global expansion to new established alliances markets Johannes markets
Stiklestad as is probably about here

Stay in your home market Low Local L l

Search for nisches in international markets Potentially l b l P t ti ll global

Prepare for a possible possible acquisition Global Gl b l

Industry globality

Goals and KSF Goals and KSF
Goals
• • Primary goal: survive (primary goal of most stakeholders to the firm) most stakeholders to the firm) Short‐term (1‐2 years): Over the next two years improve return on total assets to at least 15% (up from today s 8.5%) without least 15% (up from today’s 8.5%) without increasing capacity Long‐term (5 years): Consider increased capacity for supplying and satisfying profitable customers in both Norway and Germany, through
– Identifying one or two potential partners in Norway (preferably in mid Norway) with in Norway (preferably in mid‐Norway) with similar types of manufacturing capabilites and who are invited for marketing and export cooperation—or Invest in greater capacity at Johannes Invest in greater capacity at Johannes Stiklestad as

KSF
• For short‐term goal:
– – Perform thorough customer analysis Possibly hire external help for analysis and help in shifting sales to most profitable customers Develop consensus in the firm regarding future strategy Thorough analysis and budgeting of different alternatives



For long‐term goal
– –





Plan of action Plan of action
1 year 1 2 years 2 2 years 2 3 – 5 years 3 5

Thorough customer analysis
•Preferences •Segmentation •Reasons why sales have stagnated in Norway

Market positioning, shifting sales towards profitable customers, and building capabilities for building capabilities for satisfying those (tentatively):
•Broader market understanding •Marketing and sales capacity on domestic sales (hire part‐time sales‐person) •Production planning •Design capabilities?

Develop long‐term strategy, either
•Evaluate other stair manufacturers in Norway (may f t i N ( also consider Sweden) for possible export/marketing partnership (there are many!) •Similar goals and company cultures BUT complementary capabilities biliti •OR •Expand capacity on their own (but debt is high, so this is risky!) possibility: apply for some kind of investment support

Implement long‐term strategy based on thorough customer analysis, production planning, and economic l i d i projections

Addressing problem of stagnating sales in Norway and lack of profitability

Addressing capacity and growth problems: “squeeze” between Norwegian market (with important large customers) and high‐demand customers in Germany

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