Product details

This is the first of a two-case series (BAB100 and BAB101). The cases were written to describe the existing strategy of ABB FA and allow for discussion of issues such as business unit strategy, competitive advantage, core competencies, and company vision. They are suitable for courses in strategy, global strategy, international business, and factory automation. A Case - In 1999, ABB Flexible Automation (FA) of Zurich, Switzerland, conducted worldwide operations supplying robotics products, systems, and services to automotive manufacturing, automotive parts, and consumer goods general industries. The automotive market, traditionally the key market for ABB FA, was undergoing transformation. FA enjoyed a leading global position and was considering strategy options that would secure this position for the future. B Case - In March 2000, the president of ABB Flexible Automation (FA) was evaluating specific strategy options for the future. The FA goal was to achieve US$3 billion in orders by the year 2000. In light of transformations in the automotive industry, traditionally the key global customer, FA would need to make significant changes. Options under consideration among others included cost reduction, addition of new industry segments, and pricing changes. An industry note 'Note on the Robotics and Flexible Automation Industry (1999)' (302-182-5) is available to accompany the case series.