Lincoln Electric Lab2
Lincoln Electric
Jiang Liu
What is the main problem to be solved? Are there any key issues (sub-problems) that need to be solved in order to come to a solution?
Main problem: For the future global market expansion of Lincoln Electric, John Stropki needs to make a decision about whether a strong push into India should be the next step in LE.
Key issues
What is the benefit the India can bring to LE?
How to enter India, by acquisition, by joint venture, or by building a new plant on its own?
How to create new competitive advantages in India based on the competitive advantage build in North America?
How to apply the past experiences in China, Japan and South Korea to India?
What case data/information identifies the problem, key issues and their resolution? How?
First of all, if LE wants to enter India welding market, John Stropki needs to know about what is the welding industry trend in India. On
Second, Stropki needs to decide how to enter India. There are mainly three options which are acquisition, joint venture and build a new plant on its own. Through learning past experiences from market of China, Japan and South Korea, LE can find a lot of useful information of which way to choose to enter Indian market. (Page6-9) The local culture and government factors of India should also be taken in consideration while choosing which ways is the best to enter India. (Page 9-10) LE should also learn from its strongest competitor ESAB to see how it enters India market and whether it is good or bad. (Page 10)
Third, since North America contains 60% of LEs sales, the competitive advantage is quite successfully built in North America which is highly trained sales force and the support of its welding research and development staff. Like what LE did in North America, the market strategy should be useful while entering India. (