Analysis Winkler A.G.'s Marketing and Manufacturing Strategies

1984 Words8 Pages
Analysis Winkler A.G.'s Marketing and Manufacturing Strategies

Winkler A.G. is a manufacturer of packaging materials for the grocery chain stores, electronics, food processing industries, office products and house ware products. The company is headquartered is in Berlin and they have manufacturing plants in Hamburg and Stuttgart, Germany.

Manufacturing operations is broken down to 50% for 4 major customers and 50% for grocery chain and food products. Winkler has about 50% market share with an average of 25% contribution margin. Notably, Winkler leads in the fiber container used for packaging snack food products with a 52% market share

This case study analyzes Winkler's marketing and manufacturing strategies and how the two
…show more content…
The next 3 year forecasted volume is also expected to be in the same region.
• The adoption of JIT strategy should be based on Hess outsourcing of their manufacturing facilities and the formulation of a long term partner relationship.
• The justification for JIT implementation is that orders supplied to Hess has higher margins than the other 3 customers.
• If JIT is implemented, it will improve on Winkler’s delivery lead time and give it a competitive advantage over their competitors.
• This strategy may work in favor of Hess and may not benefit Winkler as it requires changes in manufacturing strategy in terms of production system changes.
• Investment needed for the implementation of JIT program can derail their plans if Hess changes their strategy on outsourcing their manufacturing capability.

ii. New Product Introductions (NPI)

• Implementation of new packaging innovations to meet customer requirements will grow their market share in the fiber container business. Distinctive packaging and material differentiation enables improved pricing and margins.
• Opportunity to get customers to adopt innovation involving the use of fiber containers with paper instead of metal ends. This can be their competitive advantage to help their biggest customer (Basler) get out of self-manufacturing, instead of them transferring their volumes to another competitor.
• With innovation,

    More about Analysis Winkler A.G.'s Marketing and Manufacturing Strategies

      Get Access