Kion Group Analysis

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Table of Contents

Executive Summary3
About LINDE MH4
About KION GROUP5
Global Player in Material Handling5
Vision & Strategy5
The Industry and the KION Group6
The KION Group market7
Competitors8
Competitive Advantages9
Company´s Products11
Services13
Strategic Analysis:14
External Analysis. PESTEL analysis.14
Political factors:14
Economic factors:15
Social factors:17
Technological factors:18
Legal and environmental Factors:18
Porter’s 5 forces19
Boston Consulting Group Matrix20
Activity Life cycle20
Value Chain21
SWOT analysis22
Financial Analysis of the company29
Size of Business29
Cost of Materials29
Employees30
Performance Indicators31
Order intake and revenue32
Adjusted EBIT32
Adjusted EBITDA32
Net financial debt32
Free cash flow before tax32
Performance program33
Break even analysis33
Diagnosis and conclusions34
Strategy from a financial point of view35
Marketing Plan37
Mission37
Market Target37
Marketing mix37
Marketing objectives and strategies38
ANNEXES42

Executive Summary

In a globalized world where competitiveness is getting higher and harder, companies must develop competitive advantages to survive, and one area where this is becoming not only common but needed is the logistic and operations ‘one. Companies must innovate constantly to satisfy the demand, and this is why the material handling industry has become so important. Material Handling is the movement, storage, control and protection of materials, goods and products throughout the process of manufacturing, distribution, consumption and disposal. The focus is on the methods, mechanical equipment, systems and related controls used to achieve these functions. The material handling industry manufactures and distributes the equipment and services required to implement material handling systems. Material handling systems range from simple pallet rack and shelving projects, to complex automated storage systems. Material handling can also consist of sorting and picking as well as automatic guided vehicles. In this research project, we will analyze one of the most successful Material-Handling businesses in the world, “LINDE MH”, but more specifically, the Group above that company, which is one of the largest companies in the Material-Handling industry (#2 worldwide), The KION Group. The company´s objective is to be the undisputed market leader and to use its strong competitive position to become the provider with the largest market share in the sector while delivering a sustained increase in shareholder value. It will be possible thanks to the good current position in the market and the clear objectives: 1. Leading global manufacturer. Maintain new truck market leadership in Europe. 2. Higher share of business abroad. Tap full market potential in growth regions. 3. Further improve market penetration through multi-brand strategy. 4. The industry profitability benchmark. Cost leadership through synergies and operational excellence. 5. Increase Services Portfolio to further expand service offering and global customer experience. In this report we will analyze all the main factors, economical, financial and social, that affect directly or indirectly the KION Groups and the Material – Handling industry. About LINDE MH

Linde Material Handling (LMH), headquartered in Aschaffenburg, Germany, ranks among the world's foremost makers of lift trucks and warehouse trucks and is also positioned as a major manufacturer of hydrostatic drives produced mainly for use in construction, farming and forest machinery as well as the Linde range of lift trucks. As a provider of high-quality material handling products, the Linde brand stands for technological and innovative leadership. With innovative vehicles and services, Linde Material Handling does not just offer technically ambitious solutions for increased efficiency and...
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