Subject category:
Strategy and General Management
Published by:
WHU - Otto Beisheim School of Management
Version: 1 February 2009
Length: 12 pages
Data source: Field research
Abstract
This case deals specifically with the difficult market situation of an overcrowded and stagnating market and Henkel's resulting consideration to implement the blue ocean strategy. The objective is to develop new customer groups to tap new markets. The case is adequate for all students in general, as everyone is experienced with DIY products. The case provides students with insights into the structure of the German adhesives market, and especially to the business situation of the German department of Henkel Adhesives Technologies for Consumers and Craftsmen. The case puts the reader in the role of Andreas Welsch, General Manager of the German department of Henkel Adhesives Technologies for Consumers and Craftsmen. Mr Welsch and his marketing executives have to develop a long-term, sustainable strategy, in order to avoid a continuous fight for market share with competitors in the adhesives market. The team needs to implement, as soon as possible, a creative, though structured process to be able to define and develop new customer groups, along with new markets that would extend beyond the current market space, and therefore would make the competition irrelevant - the blue ocean strategy process. Students have to be familiar with the blue ocean strategy in detail to be able to answer questions pertaining to the case. Reading the book 'Blue Ocean Strategy - How to Create Uncontested Market Space and Make the Competition Irrelevant' by W Chan Kim and Renee Mauborgne is highly recommended.
Subject category:
Strategy and General Management
Published by:
WHU - Otto Beisheim School of Management
Version: 1 February 2009
Length: 23 pages
Data source: Field research
About
Abstract
This case deals specifically with the difficult market situation of an overcrowded and stagnating market and Henkel's resulting consideration to implement the blue ocean strategy. The objective is to develop new customer groups to tap new markets. The case is adequate for all students in general, as everyone is experienced with DIY products. The case provides students with insights into the structure of the German adhesives market, and especially to the business situation of the German department of Henkel Adhesives Technologies for Consumers and Craftsmen. The case puts the reader in the role of Andreas Welsch, General Manager of the German department of Henkel Adhesives Technologies for Consumers and Craftsmen. Mr Welsch and his marketing executives have to develop a long-term, sustainable strategy, in order to avoid a continuous fight for market share with competitors in the adhesives market. The team needs to implement, as soon as possible, a creative, though structured process to be able to define and develop new customer groups, along with new markets that would extend beyond the current market space, and therefore would make the competition irrelevant - the blue ocean strategy process. Students have to be familiar with the blue ocean strategy in detail to be able to answer questions pertaining to the case. Reading the book 'Blue Ocean Strategy - How to Create Uncontested Market Space and Make the Competition Irrelevant' by W Chan Kim and Renee Mauborgne is highly recommended.
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Subject category:
Strategy and General Management
Published by:
WHU - Otto Beisheim School of Management
Version: 1 February 2009
Length: 23 pages
Data source: Field research