Subject category:
Production and Operations Management
Published by:
INSEAD
Version: 01.2009
Length: 19 pages
Data source: Field research
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Abstract
This case describes how Wendler Einlagen GmbH & Co became the world's largest shirt interlining provider: in 2007 it had a 40% market share in Europe and the US combined. Wendler produced interlinings for both the high and low value markets - from Hugo Boss to Aldi - with manufacturing operations in Germany and China and a warehouse in Hong Kong. German competitors, who made interlinings for other products, had higher sales volume but Wendler remained market leader for shirt interlinings with a worldwide market share of 20% in 2007. Despite intense competition, a German production base and stagnating demand in Europe and the US, growth averaged 9% per year.
About
Abstract
This case describes how Wendler Einlagen GmbH & Co became the world's largest shirt interlining provider: in 2007 it had a 40% market share in Europe and the US combined. Wendler produced interlinings for both the high and low value markets - from Hugo Boss to Aldi - with manufacturing operations in Germany and China and a warehouse in Hong Kong. German competitors, who made interlinings for other products, had higher sales volume but Wendler remained market leader for shirt interlinings with a worldwide market share of 20% in 2007. Despite intense competition, a German production base and stagnating demand in Europe and the US, growth averaged 9% per year.