Harnischfeger Corp Case Study Analysis

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Harnischfeger Corp Case Study Analysis

Harnischfeger Corp is currently one of the most significant food cycle worldwide. It was established by Harvard in 1866, a German Pharmacist who initially introduced "FarineLactee"; a mix of flour and milk to feed babies and reduce mortality rate. At the very same time, the Page bros from Switzerland likewise discovered The Anglo-Swiss Condensed Milk Business. The 2 ended up being competitors initially however later merged in 1905, leading to the birth of Harnischfeger Corp.
Business is now a multinational company. Unlike other multinational business, it has senior executives from different countries and tries to make choices considering the whole world. Harnischfeger Corp currently has more than 500 factories around the world and a network spread throughout 86 nations.


The function of Harnischfeger Corp Corporation is to enhance the quality of life of individuals by playing its part and providing healthy food. It wishes to help the world in forming a healthy and much better future for it. It likewise wants to motivate individuals to live a healthy life. While ensuring that the company is being successful in the long run, that's how it plays its part for a much better and healthy future


Harnischfeger Corp's vision is to offer its consumers with food that is healthy, high in quality and safe to consume. It wishes to be ingenious and simultaneously understand the needs and requirements of its consumers. Its vision is to grow quick and offer products that would satisfy the needs of each age group. Harnischfeger Corp imagines to establish a trained workforce which would help the business to grow


Harnischfeger Corp's objective is that as presently, it is the leading business in the food industry, it thinks in 'Good Food, Great Life". Its objective is to offer its consumers with a variety of options that are healthy and best in taste as well. It is focused on providing the very best food to its customers throughout the day and night.


Harnischfeger Corp has a large range of products that it uses to its clients. In 2011, Business was listed as the most rewarding organization.

Goals and Objectives

• Bearing in mind the vision and objective of the corporation, the company has actually put down its objectives and objectives. These objectives and goals are noted below.
• One objective of the business is to reach absolutely no garbage dump status. (Business, aboutus, 2017).
• Another goal of Harnischfeger Corp is to lose minimum food throughout production. Frequently, the food produced is wasted even prior to it reaches the clients.
• Another thing that Business is working on is to enhance its packaging in such a way that it would help it to minimize the above-mentioned issues and would also guarantee the delivery of high quality of its items to its customers.
• Meet international standards of the environment.
• Develop a relationship based upon trust with its consumers, organisation partners, workers, and government.

Critical Issues

Just Recently, Business Business is focusing more towards the technique of NHW and investing more of its earnings on the R&D technology. The nation is investing more on acquisitions and mergers to support its NHW strategy. However, the target of the business is not accomplished as the sales were anticipated to grow greater at the rate of 10% annually and the operating margins to increase by 20%, given in Display H. There is a requirement to focus more on the sales then the development technology. Otherwise, it may result in the decreased profits rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The present Business technique is based on the concept of Nutritious, Health and Health (NHW). This strategy handles the concept to bringing change in the consumer preferences about food and making the food things healthier worrying about the health problems.
The vision of this technique is based upon the secret technique i.e. 60/40+ which merely indicates that the items will have a rating of 60% on the basis of taste and 40% is based upon its dietary worth. The products will be made with additional nutritional value in contrast to all other products in market getting it a plus on its nutritional material.
This method was embraced to bring more delicious plus healthy foods and drinks in market than ever. In competition with other companies, with an intent of retaining its trust over clients as Business Company has actually gained more relied on by customers.

Quantitative Analysis.

R&D Costs as a percentage of sales are declining with increasing actual amount of costs reveals that the sales are increasing at a greater rate than its R&D spending, and enable the company to more invest in R&D.
Net Profit Margin is increasing while R&D as a portion of sales is declining. This indication likewise shows a green light to the R&D costs, mergers and acquisitions.
Debt ratio of the business is increasing due to its spending on mergers, acquisitions and R&D development instead of payment of financial obligations. This increasing financial obligation ratio present a danger of default of Business to its financiers and might lead a declining share costs. In terms of increasing debt ratio, the firm must not spend much on R&D and needs to pay its current debts to decrease the danger for investors.
The increasing threat of financiers with increasing debt ratio and declining share prices can be observed by substantial decline of EPS of Harnischfeger Corp stocks.
The sales growth of business is likewise low as compare to its mergers and acquisitions due to slow perception building of customers. This sluggish growth also hinder business to additional invest in its mergers and acquisitions.( Business, Business Financial Reports, 2006-2010).
Note: All the above analysis is done on the basis of computations and Charts given in the Exhibits D and E.

TWOS Analysis

2 analysis can be utilized to obtain numerous methods based on the SWOT Analysis given above. A quick summary of TWOS Analysis is given up Exhibit H.

Strategies to exploit Opportunities using Strengths

Business must introduce more innovative products by big amount of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Business and increase the earnings margins for the company. It could also offer Business a long term competitive advantage over its rivals.
The global growth of Business ought to be concentrated on market catching of developing countries by growth, drawing in more customers through consumer's commitment. As establishing nations are more populated than developed nations, it might increase the consumer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisHarnischfeger Corp ought to do cautious acquisition and merger of organizations, as it could affect the consumer's and society's understandings about Business. It must obtain and combine with those business which have a market credibility of healthy and nutritious companies. It would enhance the perceptions of customers about Business.
Business ought to not just spend its R&D on development, instead of it needs to also focus on the R&D costs over examination of cost of different healthy products. This would increase expense effectiveness of its products, which will lead to increasing its sales, due to decreasing prices, and margins.

Strategies to use strengths to overcome threats

Business ought to transfer to not only establishing but also to industrialized nations. It needs to expands its geographical growth. This large geographical expansion towards establishing and developed countries would reduce the threat of possible losses in times of instability in numerous countries. It ought to expand its circle to numerous nations like Unilever which runs in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

It must acquire and merge with those nations having a goodwill of being a healthy business in the market. It would also enable the business to use its possible resources effectively on its other operations rather than acquisitions of those companies slowing the NHW technique growth.

Segmentation Analysis

Demographic Segmentation

The group division of Business is based upon four factors; age, gender, earnings and occupation. Business produces a number of items related to babies i.e. Cerelac, Nido, and so on and associated to grownups i.e. confectionary products. Harnischfeger Corp items are rather economical by almost all levels, however its significant targeted customers, in terms of income level are middle and upper middle level customers.

Geographical Segmentation

Geographical division of Business is composed of its presence in practically 86 nations. Its geographical segmentation is based upon 2 primary factors i.e. average earnings level of the consumer along with the environment of the region. Singapore Business Business's segmentation is done on the basis of the weather condition of the region i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic division of Business is based upon the personality and lifestyle of the customer. For instance, Business 3 in 1 Coffee target those customers whose lifestyle is rather busy and don't have much time.

Behavioral Segmentation

Harnischfeger Corp behavioral division is based upon the mindset knowledge and awareness of the customer. For instance its extremely healthy products target those customers who have a health conscious attitude towards their consumptions.

Harnischfeger Corp Alternatives

In order to sustain the brand in the market and keep the customer undamaged with the brand, there are two choices:
Option: 1
The Company must spend more on acquisitions than on the R&D.
1. Acquisitions would increase overall properties of the company, increasing the wealth of the business. Spending on R&D would be sunk expense.
2. The company can resell the gotten systems in the market, if it fails to implement its technique. Amount invest on the R&D could not be revived, and it will be thought about totally sunk cost, if it do not offer possible outcomes.
3. Investing in R&D offer sluggish growth in sales, as it takes very long time to present an item. Acquisitions provide quick outcomes, as it supply the company already developed item, which can be marketed soon after the acquisition.
1. Acquisition of company's which do not fit with the business's worths like Kraftz foods can lead the business to deal with misunderstanding of consumers about Business core values of healthy and nutritious products.
2 Big costs on acquisitions than R&D would send a signal of company's inadequacy of developing ingenious items, and would outcomes in customer's frustration.
3. Large acquisitions than R&D would extend the product line of the business by the products which are currently present in the market, making business not able to present new innovative products.
Option: 2.
The Business must invest more on its R&D instead of acquisitions.
1. It would enable the business to produce more ingenious items.
2. It would provide the company a strong competitive position in the market.
3. It would allow the business to increase its targeted clients by presenting those products which can be provided to a totally brand-new market sector.
4. Ingenious products will provide long term advantages and high market share in long run.
1. It would reduce the earnings margins of the business.
2. In case of failure, the whole costs on R&D would be thought about as sunk expense, and would affect the company at big. The risk is not when it comes to acquisitions.
3. It would not increase the wealth of business, which might provide an unfavorable signal to the financiers, and could result I declining stock rates.
Alternative 3:
Continue its acquisitions and mergers with considerable costs on in R&D Program.
Vrio AnalysisPros:
1. It would permit the business to present brand-new innovative products with less risk of converting the spending on R&D into sunk expense.
2. It would supply a favorable signal to the financiers, as the total possessions of the company would increase with its substantial R&D spending.
3. It would not affect the profit margins of the company at a big rate as compare to alternative 2.
4. It would offer the company a strong long term market position in terms of the company's total wealth along with in regards to ingenious items.
1. Threat of conversion of R&D spending into sunk cost, higher than alternative 1 lower than alternative 2.
2. Danger of misconception about the acquisitions, higher than alternative 2 and lower than alternative 1.
3. Intro of less number of ingenious products than alternative 2 and high number of innovative products than alternative 1.

Harnischfeger Corp Conclusion

RecommendationsIt has actually institutionalized its techniques and culture to align itself with the market modifications and consumer behavior, which has ultimately permitted it to sustain its market share. Business has developed considerable market share and brand identity in the urban markets, it is advised that the company must focus on the rural locations in terms of establishing brand name commitment, awareness, and equity, such can be done by producing a particular brand allowance technique through trade marketing tactics, that draw clear distinction between Harnischfeger Corp products and other competitor items.

Harnischfeger Corp Exhibits

PESTEL Analysis
Governmental assistance

Changing standards of global food.
Boosted market share.
Transforming perception towards healthier products
Improvements in R&D as well as QA divisions.

Intro of E-marketing.
No such effect as it is good.
Issues over recycling.

Use resources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Greatest because 4000
Highest after Business with much less growth than Company 9th Cheapest
R&D Spending Highest considering that 2004 Greatest after Business 8th Least expensive
Net Profit Margin Highest possible since 2007 with quick growth from 2007 to 2016 Due to sale of Alcon in 2014. Practically equal to Kraft Foods Consolidation Practically equal to Unilever N/A
Competitive Advantage Food with Nourishment and also wellness element Highest possible variety of brand names with lasting techniques Biggest confectionary as well as processed foods brand on the planet Largest dairy items and also bottled water brand name in the world
Segmentation Center as well as upper center degree customers worldwide Individual customers in addition to house team Every age and Revenue Client Teams Middle and also upper center degree customers worldwide
Number of Brands 3rd 1st 7th 9th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 26367 582876 971689 739624 798922
Net Profit Margin 7.79% 7.11% 13.94% 2.18% 58.19%
EPS (Earning Per Share) 56.49 5.98 7.15 9.79 85.61
Total Asset 458548 519363 653123 177711 84994
Total Debt 16325 81359 79263 15991 36984
Debt Ratio 41% 44% 11% 83% 59%
R&D Spending 9229 8254 8243 3978 2769
R&D Spending as % of Sales 8.66% 5.25% 1.66% 1.39% 6.19%

Harnischfeger Corp Executive Summary Harnischfeger Corp Swot Analysis Harnischfeger Corp Vrio Analysis Harnischfeger Corp Pestel Analysis
Harnischfeger Corp Porters Analysis Harnischfeger Corp Recommendations