Wolfgang Keller at Königsbrau-TAK
The centre of the case is a problem between tow management member, Wolfgang Keller (managing director) and Dimitri Brodsky (commercial director). Keller is superior of Dimitri and he he’s not satisfied with Dimitri’s performance since he joined the company two years ago. Keller now is considering three options: firing Brodsky, helping him to improve his performance or reorganizing the company around Brodsky by splitting marketing and sales. Wolfgang Keller is 34 years old. He studied at Harward and University of Cologne. His first job was at a Gemran food manufacturer firm. First, he was a strategic planner there, but soon he became a general manager at an Ukrainian subsidiary and after he got promoted to be a general manager at a German subsidiary. He achieved his first big successes there and gained reputation in his profession. After 2 years he switched to the Ukrainean subsidiary of Königsbrau, a beer amnufacturer, as managing director. There he also made success by increasing the subsidiary’s earnings to €7 million per year. He made significant changes through restructuring the marketing strategy and hiring new top-management group. The top-management in Munich was also impressed by his activity. Recently, Keller spent two month in Brazil to manage a start-up joint venture. Königsbrau’s Ukrainean subsidiary was founded 12 years before Königsburg aquired it. After, a man named Vladimir Antonov took the title of chaiman. Keller could get his job, because his predecessor had bad relationship with Antonov, so he was transfered back to Germany. Keller’s relationship with Antonov is good, but Antonov misses being involved into daily operations. The strategy of the company is to consolidate and strenghten the company’s distributors by offering heavy support. The strategy also includes heavy advertising, quality services and high margins. In the Ukrainian liqueur market personal relationships and trust between the company and...
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