The objective of this report is to evaluate the strategy and performance of Wilkhahn Asia
Pacific (WiAP). The focus will be on the business-level strategy. An analysis will be
conducted to identify if a match between the strategy pursued by WiAP and the internal and
external environment exists. Subsequently, we will synthesize the information gained from
the analysis in order to identify possible proble ms and generate alternative strategic solutions.
Finally, we will offer recommendations to WiAP on future strategies based on an evaluation
of the strategic solutions.
WiAP is a subsidiary of the German multinational commercial furniture manufacturer
Wilkhahn GmbH. WiAP started its operation in Australia in 1999 with its regional
headquarters in Sydney and sales offices in Melbourne and Brisbane. The company has
grown rapidly and has recently established a presence in Asia through sales offices in
Singapore, Hong Kong and Kuala Lumpur. After the first two very successful years,
Wilkhahn Asia Pacific has recently experienced a decreased sales performance.
We have considered Wilkhahn as an interesting firm for our report, given that it is a
multinational company with presence in Australia. Given our own nationalities, German and
Swedish, we found it interesting to evaluate the performance of a northern European firm
operating in Australia. The reason we choose the office furniture industry is that one of us has
previously worked in the industry in Europe.
With the help of WiAP’s Managing Director, Michael Prenzlau, and his staff, we were able to
collect valuable information about the office furniture industry (external environment) and the
company itself (internal environment).
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION.
- COMPANY OVERVIEW...
- STRATEGIC INTENT AND STRATEGIC MISSION.
- IDENTIFICATIONS OF SYMPTOMS.
- CURRENT STRATEGY...
- EXTERNAL ANALYSIS.
- GENERAL ENVIRONMENT IN THE GENERAL ENVIRONMENT WE HAVE IDENTIFIED THE INCREASED GLOBALIZATION OF BOTH PRODUCTS AND PRODUCTION AS WELL AS THE ROLE OF TECHNOLOGICAL CHANGE. ALSO WORTH MENTIONING IS THE RAPID GROWTH OF TELECOMMUNICATION AND INFORMATION TECHNOLOGY (IT)..
- INDUSTRY ENVIRONMENT..
- INDUSTRY ANALYSIS - PORTER'S FIVE FORCES MODEL.
- COMPETITOR ENVIRONMENT
- KEY SUCCESS FACTORS (KSF).
- INTERNAL ANALYSIS
- RESOURCES TANGIBLE.
- ORGANISATIONAL CAPABILITIES..
- CORE COMPETENCIES.
- SWOT ANALYSIS.
- STRATEGIC-FIT EVALUATION OF WIAP'S BUSINESS LEVEL STRATEGY.
- SYNTHESIS - EVALUATION OF STRATEGIC SOLUTIONS ....
- STRATEGIC SOLUTION 1: INTEGRATING TECHNOLOGY AND FURNITURE.
- STRATEGIC SOLUTION 2: LAUNCHING ‘OFFICE BY WILKHAHN' LINE.
- RECOMMENDATION..
- IMPLEMENTATION PLAN.....
- CONCLUSION.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report analyzes the strategy and performance of Wilkhahn Asia Pacific (WiAP), focusing on its business-level strategy. The primary objective is to determine if there is a strategic fit between the strategy pursued by WiAP and its internal and external environments. The report aims to identify potential problems, generate alternative strategic solutions, and offer recommendations to WiAP based on an evaluation of these solutions.
- Evaluation of Wilkhahn Asia Pacific's business-level strategy
- Analysis of the internal and external environment
- Identification of strategic problems and challenges
- Generation of alternative strategic solutions
- Recommendations for future strategies
Zusammenfassung der Kapitel (Chapter Summaries)
The report begins with an introduction that outlines its objectives and the context of the analysis. This is followed by a company overview that introduces Wilkhahn Asia Pacific and its parent company, Wilkhahn GmbH, highlighting key features such as their product portfolio, design philosophy, and global reach. The report further examines the strategic intent and mission of WiAP, outlining their aspirations and market focus. The chapter on "Identifications of Symptoms" presents key issues that WiAP faces, such as declining sales and pricing challenges. The report moves on to explore the current strategy employed by WiAP, focusing on their corporate-level strategy and positioning within the market. Subsequent chapters delve into the external and internal analysis of WiAP's environment, exploring factors influencing their performance, such as the general environment, industry environment, competitive landscape, and internal resources and capabilities. The report concludes with a strategic fit evaluation of WiAP's business-level strategy, followed by a synthesis of the findings, generating potential strategic solutions.
Schlüsselwörter (Keywords)
The report revolves around key concepts such as business-level strategy, strategic fit, internal and external analysis, strategic problems, strategic solutions, and recommendations. It also emphasizes the furniture industry, particularly the executive office furniture segment, and explores the role of globalization, technological change, and market dynamics in the industry.
- Arbeit zitieren
- Silke Tischendorf (Autor:in), Marion Enander (Autor:in), 2002, Wilkhahn Asia Pacific - A strategy and performance evaluation of an international commercial furniture company, München, GRIN Verlag, https://www.grin.com/document/15052
