Case Study

Saurer: The China challenge (B)

3 pages
August 2005
Reference: IMD-5-0689

In November 2004 Saurer Twisting Systems launched a new twisting machine called Focus in China under the Volkmann brand. The (B) case describes the launch strategy for the new product in China and India, the competitive response, and the early results Saurer achieved. By June 2005 it was clear that Saurer Twisting Systems would easily achieve its objectives in India and Pakistan, but China was proving to be more challenging. The CEO of Saurer Twisting Systems was trying to decide what additional steps he might take to accelerate Volkmann’s progress in China and to deal with the competitive threat posed by a major Chinese competitor.

Keywords
Implementation, Competitive Analysis
Settings
China
June 2005
Type
Field Research
Copyright
© 2005
Available Languages
English
Related material
Teaching note, Video
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