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 all 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 fundamentally should the
restructuring be made?
Table of Contents
- Company Background
- History of Development
- Plans, Decisions and Actions
- Analysis of Strategic Position using SWOT
- Bruynzeel's Market Strategy; Its Strength and Weaknesses, Opportunities and Threats
- Conclusiones
Objectives and Key Themes
The main objective of this text is to analyze the strategic position of Bruynzeel Keukens, a leading kitchen supplier in the Benelux region, and to assess its response to challenges in the market. The analysis focuses on the company's supply chain and its market strategy, particularly in balancing its B2B and retail operations.
- Supply Chain Management and Optimization
- Market Strategy and Competitive Advantage
- SWOT Analysis and Strategic Planning
- Balancing B2B and Retail Market Demands
- Adaptation to Changing Consumer Preferences
Chapter Summaries
Company Background: This section provides a brief history of Bruynzeel Keukens, highlighting its origins, its initial focus on carpentry and shipbuilding, its bankruptcy and subsequent revival as a major kitchen supplier in the Benelux region. Key factors contributing to its success, such as brand recognition and industry trust, are emphasized.
Plans, Decisions and Actions: This section delves into Bruynzeel Keukens' strategic position using a SWOT analysis. It discusses the importance of understanding internal strengths and weaknesses alongside external opportunities and threats in strategic planning. The company's market strategy, encompassing its strengths, weaknesses, opportunities, and threats, particularly concerning its market share and the need to adapt to changing consumer preferences, is thoroughly examined.
Keywords
Bruynzeel Keukens, supply chain management, SWOT analysis, market strategy, B2B, retail, consumer preferences, competitive advantage, logistics, market share, Benelux.
- Quote paper
- Iryna Shakhray (Author), 2008, Bruynzeel Keukens: Mastering Complexity, Munich, GRIN Verlag, https://www.grin.com/document/120353
