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Curled Metal Essay

2601 words - 11 pages

Curled Metal Inc

From Competitive Advantage to Competitive Strategy

Can cushion pads for piling create a competitive advantage for CMI-EPD? How is the CMI cushion pad different from conventional pads?
• Key features of cushion pads …
– Effectiveness in transmitting energy from hammer to pile – Safety – Ability to prevent shock from damaging hammer

How CMI pads compare with conventional pads …
– Effectiveness
• Higher productivity evidenced from higher driving rate of CMI pads • Lesser heat generated in CMI pads • CMI pads more resilient – lasts longer

– Safety
• Some qualitative evidence of no hazardous materials used, etc. – no quantitative data

– Shock prevention:
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Iyer

1

Curled Metal Inc

From Competitive Advantage to Competitive Strategy

Can cushion pads for piling create a competitive advantage for CMI-EPD? Is this a viable market for CMI-EPD?

$ 2,681.00

Value of CMI pad (Kendrick data)

Market size (with CMI pads) No. of hammers (13k own + 6.5-13k leased) Weeks/year in use

200,000 23,000 25 30 20

$ 415.00

Price of CMI pad at minimum margin (50%) acceptable to corporate

Driving hours/week in use Feet driven/hour

$ 207.54

Total mfg. cost of CMI pad

Feet driven/CMI pad (10,000 ft. for 6 pads)
Total feet driven/year (million)

1,667
345 m

$ 81.84
$ 6.25

Variable cost of CMI pad
Price of conventional pad

At ~ $400/pad, the size of market is ~ $80 million (compared to $55m sales of CMI) – fragmented market with undifferentiated products
28 Dec 2010 4 Strategic Management, Session 5 IIM Calcutta / Sai Prakash R. Iyer

1

Curled Metal Inc

From Competitive Advantage to Competitive Strategy

Can cushion pads for piling create a competitive advantage for CMI-EPD? What should be the price range CMI should target?

$ 2,681.00

Value of CMI pad (Kendrick data)

$ 415.00

Price of CMI pad at minimum margin (50%) acceptable to corporate

?

$ 207.54

Total mfg. cost of CMI pad

$ 81.84
$ 6.25

Variable cost of CMI pad
Price of conventional pad

Why?
28 Dec 2010 5 Strategic Management, Session 5 IIM Calcutta / Sai Prakash R. Iyer

1

Curled Metal Inc

Strategic Options

What are the strategic options for CMI-EPD in entering the market for cushion pads?

Strategic options defined in terms of …
– – – – Who (customers, segments targeted) What (range of products/ services offered) How (production, distribution, support) Where (usually, geographic scope – case does not provide options in this dimension)

What are the menu of option choices available under Who, What and How?
28 Dec 2010 6 Strategic Management, Session 5 IIM Calcutta / Sai Prakash R. Iyer

1

Curled Metal Inc

Strategic Options

What are the strategic options for CMI-EPD in entering the market for cushion pads? Defining the Strategic Option Space …
Who
Engg./ Construction Contractors Pile-driving Contractors

What
Full range of curled metal cushion pads (all sizes) Popular range only (smaller sizes)

How (Production)
Existing Equipment

How (Distribution)
Direct

How (Tech. Support)
Standardised product range with minimal support Standardised product range with support for selection and application Customisable product range with support for selection, application and customisation

Add New Tooling

Distributor Network

Eqpt. Distribution/ Renting Companies

Agents

Pile Hammer Manufacturers
Consulting Engineers

Strategic options would be configurations of choices under each dimension – in choosing options, keep in mind the need for internal, external and dynamic consistency
28 Dec 2010 7 Strategic Management,...

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