Case Analysis - Schindler India
MGT 554: International Business and Law Silvio Napoli at Schindler India (A) – A Case Analysis
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__________________ CASE ANALYSIS – SCHINDLER INDIA
Schindler Holding Ltd, a respected Swiss elevator company, was established in 1874 by Robert Schindler and the first Schindler elevator was installed in India in 1925. After technical and sales collaborations with Indian companies, ECE and Bharat Bijlee Ltd.(BBL) in 1958 and 1985, Schindler Ltd decided to setup a wholly owned company in India in 1998. The Indian economy had been liberalized in 1991 and the economy was growing at a rapid clip with many commercial buildings, hotels etc, being setup. Sensing the growing opportunity, Alfred Schindler, Chairman and 4th generation founder family member, decided to invest in India. But he also knew that Indian elevator market was very demanding requiring customization even at the lowest elevator product range and very price sensitive. The market was also competitive and he was also aware that almost 50% of the market was captured by their worldwide competitors, Otis, and the remaining 24% by other well known brands like Finland based Kone etc. It was clear to him that entering this competitive yet potentially lucrative and profitable market would require services of a person with qualities of having a long term vision, foresight, be able to take high risks, be decisive, require thorough understanding of the local elevator market and to be able to adapt to the ever-changing local market conditions. Mr. Silvio Napoli seemed to have the right qualities for the job. Graduating with MBA from Harvard Business School, Silvio was appointed as head of corporate planning and was involved in strategic review processes, benchmarking and competitor analysis etc. thereby gaining good understanding of the global elevator market. He also gained good
MGT 554: International Business and Law Silvio Napoli at Schindler India
____________________________________________________________
__________________ CASE ANALYSIS – SCHINDLER INDIA
Schindler Holding Ltd, a respected Swiss elevator company, was established in 1874 by Robert Schindler and the first Schindler elevator was installed in India in 1925. After technical and sales collaborations with Indian companies, ECE and Bharat Bijlee Ltd.(BBL) in 1958 and 1985, Schindler Ltd decided to setup a wholly owned company in India in 1998. The Indian economy had been liberalized in 1991 and the economy was growing at a rapid clip with many commercial buildings, hotels etc, being setup. Sensing the growing opportunity, Alfred Schindler, Chairman and 4th generation founder family member, decided to invest in India. But he also knew that Indian elevator market was very demanding requiring customization even at the lowest elevator product range and very price sensitive. The market was also competitive and he was also aware that almost 50% of the market was captured by their worldwide competitors, Otis, and the remaining 24% by other well known brands like Finland based Kone etc. It was clear to him that entering this competitive yet potentially lucrative and profitable market would require services of a person with qualities of having a long term vision, foresight, be able to take high risks, be decisive, require thorough understanding of the local elevator market and to be able to adapt to the ever-changing local market conditions. Mr. Silvio Napoli seemed to have the right qualities for the job. Graduating with MBA from Harvard Business School, Silvio was appointed as head of corporate planning and was involved in strategic review processes, benchmarking and competitor analysis etc. thereby gaining good understanding of the global elevator market. He also gained good
MGT 554: International Business and Law Silvio Napoli at Schindler India