Abb Robotics

2008-11-26 ABB Robotics Going from product-oriented to customer-oriented ABB Robotics Case 1. Introduction ABB is a jumper lead company within the indicator and automation business, and operates in over 100 countries across the globe. During the 1980s, Percy Barnevik conduct the company to new market capitalization records growing 86 times over his 17 years as CEO. Mr Barnevik is humans famous today due to his revolutionary introduction of the matrix presidential term, an organizational structure with two dimensions (Cervenk 2002). In ABB Robotics case, the two dimensions atomic number 18 based on the geographic location and product. Is the structure that was make by Mr Barnevik, still optimal for handling the dynamic business-to-business environment of today? The ABB Robotics [Robotics] part is the market-leading provider of industrial robots. Robotics core value are to induce trust and confidence with its customers and the aim to roost as market leader. Many customers have recently shown tendencies of dissatisfaction and insufficiency of confidence in Robotics.Especially within B2B marketing, establishing and maintaining a good family relationship with the customers is essential. A weak revenue growth and declining gross sales shows that Robotics leading position is not enough.

However, the main problem has been the high practicable costs, which has lead to unacceptably low EBIT-margins. From a benchmarking point of view, their competitors are performing better in this aspect, with positive development of their sales figures, as well as a positive word of mouth effect. Competitors tend to be more flexible and speedy in meeting the market requirements. John Anderson, VP of Sales and merchandise at Robotics General Industry, has discerned four underlying problems that he considers the organization must deal with in order to welcome the division back on its feet. These issues were according to Mr. Anderson: Declining sales, Customer dissatisfaction with offerings, Employee frustration... If you want to get a full essay, order it on our website: Orderessay

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