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HGD: The competitive intelligence approach in the service of SME international development

G1787(GB)
Résumé
The main activity of HGD SA, an SME located in Belgium, is manufacturing hardware for the building sector, such as fittings for shutters and windows, for example. The company was founded in 1854. It then manufactured hinges using only the power produced by a water wheel. It became HGD SA in the summer of 2005, when it was taken over by a French entrepreneur, also a consultant engineer. In late 2010 the company has a turnover of EUR 1.15 million for a staff of 17.
In 2010 HGD products are mainly sold on its domestic market. However some export deals -in the Netherlands, Luxembourg and France in particular- are initiated by spontaneous consultations, even though the company does not have an active export policy.
Towards the end of 2010, after a long phase of reworking company activities and achieving initial results in terms of increasing order volume, the CEO noticed that orders were stagnating as a result of the economic crisis. He is now wondering about the possibilities of developing his business and envisaging international expansion...
He therefore contacts you yearend 2011, requesting information that will help him make a decision, describing the situation in these terms: "The problem is that my backlog of orders is stagnating. The economic situation is not looking good at present. In parallel, my company's production capacities are quite considerable due to investments over the last five years, and are at present under-exploited. I am therefore envisaging international expansion, mainly in Germany, on the DIY market. I want to achieve this expansion with the existing products, in order to limit the costs, although I am of course open to innovation and adaptation proposals. I need a complete and reliable study to limit the risks related to my decision."
Objectifs pédagogiques
Knowledge
- Understand precisely the issue of SME development and the challenges related to a market that is now global
- Know the different stakeholders potentially concerned by the issue
Expertise
- Know how to construct an information search strategy
- Know how to make a diagnosis and analyse a business from an international perspective
- Be able to compare target foreign markets
- Know how to develop recommendations
Interpersonal skills
- Grasp the cross-cutting and integrating dimension of the competitive intelligence approach
Mots-clés
Bilingual case study - Exam case - Initiation case - Briefing case - Corporate diagnosis - Recommendations - Strategy - Strategic analysis - Crisis situation - Organization - SWOT analysis - Porter's five forces - PESTEL analysis - Globalization - Risk - International marketing - Foreign markets selection - International development - Internationalization - Export - Enterprise economic environment - Competitive intelligence - Business intelligence - Information search methodology / strategy - Information governance - Information cycle - watch - Decision-making process - SME specificities - Governance - Corporate culture - Change management
Public
University Technology Institutes - Business Schools - Business Administration Institutes - Engineering Schools
MBA - Masters - Bachelor
Initial training - Post-experienced training - Training seminars
Course in corporate strategy, international marketing, competitive intelligence, entrepreneurship
Secteur d'activité
Hardware for construction industry
Caractéristiques particulières
- This case comes along with a 59 slides teaching module on the competitive intelligence approach.
- PPT: Debriefing - Module ( 55 slides)

- VIDEO : a 4'30 video to serve the conclusion of the case debriefing.

French version also available (G1787).
2011
Livraison par lien de téléchargement
13
plus de 3 heures (For a complete use of the case study (with its three component parts, namely the presentation of the case, the teaching material and the course material), 12 hours are recommended. This timing can be adapted following the Professor's own teaching objectives and the available time for the training session.)
28 - Travail des métaux
Oui (21 pages) - incluse

Adhérents : 470,00 € HT / Non adhérent : 940,00 € HT
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.

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