Case Herman Miller

Topics: Marketing, Aeron chair, Term Pages: 3 (962 words) Published: October 30, 2012

Herman Miller is an American company that was founded in 1905 in Zeeland, Michigan as the Star Furniture Co. They are the major American company of office furniture and equipment. In 1919 Dirk Jan De Pree became the president of the company and renamed the company The Michigan Star Furniture Co. Then Dirk and his father Herman Miller buy 51% of the company in 1923 and renamed Herman Miller Furniture Company, and in 1960 became Herman Miller Inc. They started selling quality furniture, bedrooms and other things made of wood but in 1930 because of the Great depression they started to look for other market and products so the company could survive this economic situation that affect all the US. Because of this they started to fabric modern and office furniture and they became very success. They have sales of $1.7 billion in 1998, $1.8 billion in 1999, and $1.9 billion in 2000. ASAL GmbH and ASAL Products, Inc. German company that have more than 60 years, they specialize in the office furniture business, as Herman Miller Inc. The owner of ASAL GmbH Barnard Stier that is also the president. This company has three stores in the US where they have more than one hundred employees. ASAL GmbH had sales of DM35,000,000 in 1996 and has current sales of DM37,000,000.


As we all know the company basically dedicated to manufacture and market their products as you computer keyboards, chairs, desks basically that kind of office supplies. The main problem facing the company Herman Miller is that the german boy named Oliver Asel took a job with ASAL GmbH, after two years, Oliver decidió seek new horizons in America. In the United Unidos Estados Oliver took a job with the office furniture dealer, Office Pabellón South Florida, Inc. This caused the problem that this company with the same spin that Herman Miller offered products with better market affordable price. Faced with the barrier of not being able to export their products...
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