Kone: The Monospace – Case Study – stefano1991
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Kone: The Monospace
KONE: The MonoSpaceGroup 1: Nimash Kirihe8ge Leif Nitschke Kiri Bendorff Anas SamiriSituaBonal Analysis 1/2: • Elevator Industry (Global) – Dominated by five companies (OBs, Thyssen, Schindler, Mitsubishi Electronics and KONE) – Rising demand in elevators, due to an increasing urbanizaBon – However, the demand peaked and was expected to fall – Revenue structure is divided in two sectors (new equipment is accounBng for 9 bn USD and service is accounBng for 13 bn USD – Service Market→→There are low entry barriers and high margins, which make it a high compeBBve market place SituaBonal Analysis 2/2:• KONE – Established in 1910 →→ HQ’s in Helsinki (FIN) and Brussels (BEL) – OperaBng in both elevator and escalator industry – KONE is the 3rd largest elevator company worldwide (behind OBs and Schindler) – Three segments →→ low-rise (75%), mid-rise (15%) and high-rise (10%) of sales – Market share→→Europe (57%), North America (29%) and others (14%) →→Germany is the largest market for elevators in Europe dominated by residenBal construcBon (low-rise elevators) – Equipment = 38% and Service 62% of revenues – R&D team launched a new product to the market (MonoSpace) with Ecodisk technology →→The new product offers: efficiency in space, reducBon in costs and Bme for installaBon and finally reducing energy consumpBon and costs, and even befer safety Problem definiBon:Low differenBaBon among compeBBon leading to a price compeBBon and an erosion of margins and therefore to a financial downturn of KONE.→→ German market potenBalWhat strategy regarding the MonoSpace is needed to penetrate the German elevator market?[pic 1]SWOT Analysis (MonoSpace):Strengths Weaknesses – Requires no oil – Lower energy costs – Be5er safety – Reduced installa9on 9me – Ride comfort – Energy-saving/energy-efficient – Machine room eliminated – Failure to match demand and supply – Unan9cipated consumer worries inconnec9on with MonoSpace – No provision for ven9la9on – Lack of approval for the MonoSpace – Cannot be installed in PenthouseBuildings – Not suited for outdoor useOpportuniBes – 74% of low-rise residenBal buildings are not expected to fall – Extend capabiliBes of the EcoDisc and MonoSpace product line – Long-term partnerships – Befer reputaBon Threats – Elevator regulaBons – Lower priced compeBtorsSoluBon PossibiliBes:
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By: stefano1991
Submitted: February 2, 2016
Essay Length: 881 Words / 4 Pages
Paper type: Case Study Views: 488
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