Kone Case Study

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. German Market diagnosis and opportunity for Kone: German construction industry had an extremely succesful period form 1988-1995 increasing elevator sales from 8000 units per year to 15500 units. This growth has to come to stagnancy and even decline as the elevator market is projected to contract by about 15% in 2000. The market can be broadly divided into 2 segments: new equipment and service with new equipment provider garnering upto 80% of the service contracts. Competion was intense in new equipment with intense price wars leading to negative margins. Profitability came from the servicing business. Servicing also saw steady demand. The construction bust has led the prices of new elevators to further drop by upto 7% in ’95. The market is dominated by the low-rise …show more content…

Their key concerns would be low costs, space utilisations, operational costs in the long run (especially of owners as well), time for installation etc. 3. Strategic fit of Monospace within the company’s current product line: Using the Ansoff’s matrix to analyse Kone operations in Germany, we can easily see that market penetration is not an available option for Kone. In a declining market where they are not even the top 3 player, Kone can’t just compete on prices on undifferentiated products. ( already selling 7% below cost). They are already running on a low proftability of 6.3%. Monospace fits neatly into the next option: Product development. They have developed a product which can potentially disrupt the industry even during the maturity stage and leverage this to improve their market share and be the category leader. Kone’s current product line includes the Hydraulic lifts: offered minimum comfort, low speed, lmited travel height, low cost (<50% of geared lifts). Needs huge amounts of oil and is potenital fire and safety

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