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Nucor in 2009

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Submitted By pollypolicarpio
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Title of the Case:
Nucor in 2009
Time Context or Period:
1905-2009 of Nucor
Summary of the Case:
In 1905, Ransom E. Olds, creator of the Oldsmobile, had a dispute with stockholders and left his own company — Olds Motor Works. He soon formed REO Motor Company, which evolved into the Nuclear Corporation of America and ultimately, Nucor.
In 1962, this was the year that Nuclear Corporation made two moves that would soon change the company and ultimately the American steel industry. First, they acquired a company called Vulcraft, an unassuming producer of steel joists and girders. Second, to run Vulcraft, they hired a man named Ken Iverson who would soon emerge as one of the great visionaries and mavericks in American industry.
Barely staving off bankruptcy, Nuclear appointed Ken Iverson as its new president. He acted quickly to put the company on a course toward profitability including selling off inefficient divisions. Not long after we shed our conglomerate business model to become a highly focused steel producer, The board of directors elected to change the name of the company from Nuclear Corporation of America to simply Nucor.
Since then, Nucor has contributed over 70 million dollars to Scholarships and Educational Disbursements. It is a source for millions of dollars for educational funding. To this day, every child of every Nucor teammate is entitled to educational funds from the company.
Now, Nucor is one of the leading steel producers in the United States. Later it started steel production and gained new market share by expanding internationally. Despite worldwide economic crisis the company stayed profitable while its competitors went bankrupt.

Awards Received: * AMERICAN BUILDINGS COMPANY ATLANTIC
2009-2011 President's Environmental Award

* NUCOR STEEL JACKSON, INC.
2007 Secretary of Defense Employer Support Freedom Award
2006 Mississippi Business Journal "Best Place to Work" Award
2003-2011 President's Environmental Award

* VULCRAFT ALABAMA
2002, 2003, 2006, 2007, 2008-2011 President's Environmental Award

Mission of the Company:
"Nucor Corporation is made up of approximately 20,000 teammates whose goal is to "Take Care of Our Customers." We are accomplishing this by being the safest, highest quality, lowest cost, most productive and most profitable steel and steel products company in the world. We are committed to doing this while being cultural and environmental stewards in our communities where we live and work. We are succeeding by working together. "

I. STATEMENT OF THE OBJECTIVES * To be able to know how can the company maintain the quality of their products while acknowledging the demands of their customer. * To be able to create an effective strategy that can handle external environment (e.g. technology and competitors)

II. CENTRAL PROBLEM * How can Nucor expand its market share, increase target market and stay competitive?

III. AREAS OF CONSIDERATIONS

STRENGTHS: * Low prices and high profit margins * Minimization of pollution and production cost * Empowered workforce
WEAKNESSES:
* Nucor highly depends on the United States domestic markets * Lack of Research & Development * Limited openings for growth due to impossibility to diversify
OPPORTUNITIES:
* Innovate and reduce costs with improvements in R&D. * Entry in Asia & Europe markets through joint-ventures.
THREATS:
* More foreign competitors * Rising raw material and labor costs * Scarcity

IV. ALTERNATIVE COURSE OF ACTION

1: Invest more on advertising in order to improve the brand loyalty of the customers.

Advantages: * Higher profits; products will become more popular; attracting new customers. * It will give the company the opportunity to further innovate their product line.

Disadvantages: * The benefits of this alternative are short-term. * There is no assurance that innovation will flow through the company if ever there will be an increase in budget for advertisement.

2: Global expansion

Advantages: * Increase in market share and production capacity; company will outperform not only its foreign competitors but also domestic steel companies. * A company will be able to know their different opportunities and threats.

Disadvantages: * A diseconomy of scale if business becomes too large, which leads to higher unit costs.

V. STRATEGY FORMULATION OR RECOMMENDATION:
We, therefore recommend alternative course of action #2. The Company will improve its position in the global market and expand its market share. Nucor has financial and technological capabilities to align its operations with acquired companies. Nucor has to decide which companies to acquire and discuss merging plans with those companies.
We prefer the company to invest more in research and development; to look for cost-effective, environmental friendly and productive manufacturing, to turn waste and by-products into energy and re-usable products for other industries, to identify new products matching customer future and current needs and to identify alternative raw materials and reduce dependability on scrap metal.

VI. PLAN OF ACTION:

1. Collect information of the companies they want to acquire through researching about their economical standing. 2. Before they have acquired into other companies, they have to comply with the rules and regulations, and fully understand the culture of the company. 3. Stay focus on its key core competencies.

VII. POTENTIAL PROBLEM:

* What if there will be a conflict between the Nucor’s organizational structures with the other companies’? * What if they will have a misunderstanding about the cultures of other companies? * What if they will have a low productivity as employees spend more time speculating about the future?

VIII. Contingency Plan

* The Nucor have to maintain their current organizational structure, maintain flexibility and local autonomy. * To continue going global, the Nucor should consider its external factors. Avoid political issues. Potentially allow access to the new technologies. * The Nucor should select the most appropriate partner and the negotiation process should take the shortest time as possible, So that it does not affect the productivity.

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