Kleenmaid: History, Development, And Growth Of A Company

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Strategy Development and Initiatives

1) The history, development, and growth of the company over time
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In 1987, Andrew Young and Dick England established Kleenmaid a 100 % private owned Australian company. The companies main business is to import, manufacture and distribution of high-quality white goods appliances like cook tops, ovens, dishwashers, refrigerators and washing machines. In 1995, Kleenmaid shifted from a wholesale business to direct retailing, to provide customers a store with fully operational appliances where possible purchasers could use the washing machines or cook everything possible with the help of appliances provided by the store.. Its head …show more content…

The SWOT analysis will have provided you with information on the company's functional competencies. You should further investigate its production, marketing, or research and development strategy to gain a picture of where the company is going. For example, pursuing a low-cost or a differentiation strategy successfully requires a very different set of competencies. Has the company developed the right ones? If it has, how can it exploit them further? Can it pursue both a low-cost and a differentiation strategy simultaneously? (Rosen 1995)

The SWOT analysis is especially important at this point if the industry analysis, particularly Porter's model, has revealed the threats to the company from the environment. Can the company deal with these threats? How should it change its business-level strategy to counter them? To evaluate the potential of a company's business-level strategy, you must first perform a thorough SWOT analysis that captures the essence of its problems (Rosen …show more content…

Staff members are consulted from time to time as required, rather than having regular that is weekly or fortnightly meetings. The specific departments are also involved in analysing data and providing useful inputs to the chief executive officer who assumes the role of chief strategist and chief entrepreneur. At meetings every month, the staffs discuss organizational issues (Hill et al. 2004).

The Electrolux group holds about a 50 per cent market share with sales of more than A$1 billion hence dominating the appliance category in
Australia. Other competitor include Simpson, Dishlex, Fisher & Paykel are relatively new entrants in the market. A range of high end brands like Maytag, Smeg, Gaggenau, Ilve and Blanco “compete for the same premium dollar” as Kleenmaid St George does (Hill et al. 2004).

The competitive advantages Kleenmaid St george has over them are our superior product design, superior warranties and superior in-store experience. Our sales persons are fully trained and have abetter knowledge than the competitors’ sales staff making the customers beter informed about product performance. Kleenmaid St George’s stores

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