IMD-6-0321 © 2009
Nie, Winter; Cordon, Carlos; Vivanco, Luis
The case glance at ABB Transformer Products international manufacturing strategy as it arranges for a full entry into the extremely competitive Indian marketplace in the year 2009. The approach is centred on the attentive factory concept. The intensely specified factory strategy needs factories, which previously assembled all sorts of products demanded by its local marketplace, to specialize in one product type for all the markets in the area.
Eventually, the case asks the participants to consider the implications of the centered factory strategy in defining the most suitable choice to enter the Indian marketplace. Learning objectives: The case supplies a competition in which participants can ponder a fresh production strategy that impacts the sales and service function and the entry options for expanding into new marketplaces. In the sub-context, it delivers an appropriate example to comprehend the challenges of production preparation in a procedure designed for customized products.
Subjects: Manufacturing strategy; India; Focused factory; Global manufacturing; Process improvement; Customized production; Outsourcing strategy; Power generation
Settings: India; Western Europe; China; Power generation equipment; USD$ 5 billion; 1999-2000
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