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JCB Construction Equipment: Made in India for the World
內容大綱
In November 2014, JCB — the world’s leading construction equipment manufacturer, with a presence in 150 countries — decided to add two more facilities to its existing manufacturing strength in India. Based in the United Kingdom, JCB had put US$300 million into building its production and service capabilities since its entry into the Indian construction equipment market in 1979. However, the intricate business environment in India and its difficult terrain, coupled with the recent infrastructure downturn in the country, posed great risks to this large investment. As the management of the privately owned company evaluated the viability of this investment decision, it faced a tough question: How should JCB sustain its market position in such a competitive, demanding, and dynamic Indian construction equipment market, given the tough challenges it faced?
學習目標
This case is suitable for courses on international business and global strategy at the post-graduate level. It highlights the benefits that an intensive localization strategy can offer when a multi-national company is confronted with tough business choices. After completion of the case, students should be able to:<ul><li>Analyze the industry attractiveness (profit potential) of globalization and localization.</li><li>Understand the critical role of complementary industries (known as “complementors”) in industry profit potential.</li><li>Understand the role of innovation and technology in sustaining a competitive advantage.</li><li>Understand the components of a firm’s business model.</li><li>Assess strategic choices in a global context.</ul></li>