Bruynzeel Keukens:

Mastering Complexity

Combined Subject Programme

Exchange (UYOAD)

6LN003 Business and Professional English 2

06.11.2008

University of Derby

Iryna Shakhray

Table of Contents

1

Company Background

3

1

.1 History of Development

3

2

Plans, Decisions and Actions

4

2

.1 Analysis of Strategic Position using SWOT

4

2

.2 Bruynzeel′s Market Strategy; Its Strength and Weaknesses, Opportunities and Threats

4

2

.3 Managing Complexity

6

3

Conclusiones

6

R

eferences

7

Bruynzeel Keukens: Mastering Complexity

2

"With al that current concern about risk mitigation,

it is critical to start "looking around corners" and
trying to foresee problems before they ful y emerge".

Dan Gilmore

Introduction

Pursuant to Basu and Siems′ research (2004), plenty of books, journals and articles have been

published in the recent past, to display growing importance of supply chain management. It is one of

the most significant aspects of any kind of business. How does a company get the

Right Things

, to the

Right Places

, at the

Right Time

and for

Profit

? These are decisions which must be made. Throughout

history and due to new ideas and technologies, supply chains have been changed. Railway, electricity

and new ways of communication made them better, faster and cheaper. Nowadays, businesses are

effectively improving their supply chains through better information engineering using the Internet

and wireless telecommunications.

The supply chain includes al activities linked with the flow and transfer of goods and services from

the raw materials′ level through to the customers. (Basu and Siems, 2004) Synchronization between

warehousing and distribution channels through the retail channels and ending with the consumer

has become one of the main problems for Bruynzeel Keukens in 2005.

Should the company completely restructure its supply chain or should it merely modify some

processes along the chain? What exactly should be reorganized and how fundamental y should the

restructuring be made?

1 Company Background

1.1 History of Development

The Bruynzeel Company was found in Netherlands at the end of the 19th century. At the beginning of

its history, the company specialized in wooden carpenter′s works and shipbuilding. In 1937 it started

to produce kitchens but went bankrupt in 1982. Bruynzeel Keukens BV was created and started to

contend in the kitchen market in Netherlands. (Jäger, F. (2006)).

Today, according to the case study (

IGEL thin clients find favour with Bruynzeel Keukens

(2007)) it is

the largest supplier of kitchens in the Benelux region. The Bruynzeel Keukens manufactures kitchens

Bruynzeel Keukens: Mastering Complexity

3