Computron Inc Essay Example
Computron Inc Essay Example

Computron Inc Essay Example

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  • Pages: 3 (728 words)
  • Published: December 19, 2017
  • Type: Essay
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The main concern is the company's expansion in the European market. Manufacturing has already started in Germany, resulting in a lower product price. However, there is still potential to reduce costs further by investing in research and development as well as transportation expenses. Other factors such as compromising product quality, analyzing investment break-even points, evaluating the impact on brand image due to price reduction, and increasing market share both in Germany and Europe have been taken into account. The recommended strategy is to manufacture cost-effective products exclusively at the German facility under a different brand name. Currently, sales from Europe account for 11% of this fiscal year's total sales with significant growth expected in the future. The German market alone is projected to grow annually at a rate of 25%. Consequently, the company faces a c

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ritical decision regarding its investments specifically targeting Germany within Europe.

The company has a strong foundation to expand its quality product and brand image with the new business opportunity and trusted brand name. The company is not concerned about extra expenses like import duties and transportation costs, and will also compete on price. Market stability will drive the company to invest at a faster pace. Konie & Cie. AG offers an option, but the company needs to think about the capacity and time it takes to start up the new plant, how it will impact their long-term brand image, break-even analysis of the investment, and future profits before deciding whether or not to expand into the European market.

The problem at hand is determining how the company can grow and expand in the European market while considering factors such as product pricing,

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quality and brand image maintenance, market security, competitor defense, retaining large consumers, and long-term profitability.
As for the options available, the company can consider the following modes of expansion in regard to the opportunity presented by Konie & Cie., AG and the long-term growth prospects in the European market:
1. Establishing a special low-cost production solely for the deal with Konie & Cie., AG. As the plant setup is already ongoing, major changes are not of concern.

2.

The manufacturing policy for the European unit has been revised. Now, only low-cost and lower-quality products will be produced under a new name, "Computron 999X". However, branded goods can still be imported from the USA plant. When considering any of the options mentioned, the level of changes in price and compromise on the 331/2% mark up are important evaluation criteria.

- Compromising on the quality, including precision, dependability, flexibility, and ease of operation of the product.
- Assessing the break-even period for the investment in establishing a new plant in Germany.
- Analyzing the impact of any price reduction on the brand image of the product.
- Increasing the current market share in Germany, currently at 30%.
- Evaluating the effect on the broader European market, excluding Germany.

England, Sweden, and other countries are assessing options for production. The assessment is focused on a special low-cost production for the agreement with Konie & Cie., AG. As the plant setup is currently underway, no significant changes are expected. According to Table 1 in the Exhibit, the price for this agreement has the potential to be reduced by up to $498,080. However, we can only lower it to $523,200, which is still sufficient to secure the

deal. The remaining amount will be considered as the company's economic profit. In line with the client's requirements, we can offer reliable and affordable process control computers that hold no long-term value.

Reducing production cost can lead to faster break even, but it may come at the expense of flexibility. Acquiring immediate orders from Konie & Cie., AG for high end products allows the company to charge the original price and increase their marginal returns. However, launching a product that does not meet the "Computron" standard could harm the brand image. Therefore, effective market segmentation is crucial in order to minimize this risk.

By leveraging this deal, new opportunities to acquire deals with other companies will arise, leading to a gradual increase in market share. The transportation cost for European markets will decrease, while import costs will remain unchanged. The brand will also be able to explore additional opportunities due to its proximity to other markets. There will be a change in policy regarding the European manufacturing unit, which will now focus solely on manufacturing low-cost and lower-quality products.

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