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Case
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Reference no. ESMT-323-0199-1
Published by: ESMT European School of Management and Technology
Originally published in: 2024
Version: November 01, 2023

Abstract

In 2013, Trumpf, a global market leader machine tools from Germany, acquired the majority shares in JFY, a smaller machine tool manufacturer from China. With this acquisition, Trumpf wanted to enter the fast-growing low-cost segment of the market. Until then, JFY had performed very well on the Chinese market, but the company's success increasingly waned after the acquisition. Other Chinese competitors performed significantly better. After JFY even had to report losses for the first time in 2019, Trumpf changed the management at JFY. Under the new management, initial successes were achieved, but even two and a half years later, JFY still did not reach the profit targets which all business units at Trumpf had to meet. In a Trumpf management meeting in October 2022, a decision was therefore to be made as to whether JFY should remain part of Trumpf or be sold off again.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2013 - 2022.

Geographical setting

Region:
Europe
Country:
China

Featured companies

Trumpf
Employees:
10000+
Industry:
Industrial sector;; Fabrication and manufacturing
JFY
Employees:
201-500
Industry:
Industrial sector;; Fabrication and manufacturing

About

Abstract

In 2013, Trumpf, a global market leader machine tools from Germany, acquired the majority shares in JFY, a smaller machine tool manufacturer from China. With this acquisition, Trumpf wanted to enter the fast-growing low-cost segment of the market. Until then, JFY had performed very well on the Chinese market, but the company's success increasingly waned after the acquisition. Other Chinese competitors performed significantly better. After JFY even had to report losses for the first time in 2019, Trumpf changed the management at JFY. Under the new management, initial successes were achieved, but even two and a half years later, JFY still did not reach the profit targets which all business units at Trumpf had to meet. In a Trumpf management meeting in October 2022, a decision was therefore to be made as to whether JFY should remain part of Trumpf or be sold off again.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2013 - 2022.

Geographical setting

Region:
Europe
Country:
China

Featured companies

Trumpf
Employees:
10000+
Industry:
Industrial sector;; Fabrication and manufacturing
JFY
Employees:
201-500
Industry:
Industrial sector;; Fabrication and manufacturing

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