Lincoln Expansion to India

In 2007, Lincoln electric invested in expanding its global manufacturing footprint, one of the largest undertaking in its history, constructing and upgrading 10 plants throughout the world and thru acquisition of Vernon Tool company, which is a manufacturer of computer-controlled pipe cutting equipment, expands Lincoln’s automation solutions meanwhile acquisitions in china and Poland further tighten the grip of Lincoln electric global market position (Lincoln Electric

What do you think of Lincoln’s emerging international strategy by the mid-1990s? Does this company have a competitive advantage that can be transferred to the global environment? How is Massaro’s recent overseas initiative different from Lincoln’s earlier failed approach?Lincoln Electric: Venturing Abroad

Established in 1895 and specialized in producing and selling electric motors, Lincoln Electric Company rapidly developed after the movement to welding equipment and consumable welding products in the USA. By 1995, this company first hit $1 billion in sales and became the world largest company in welding industry. With the differentiate strategy by providing premium -price -products , this company got 60% sales in the North American and expanded internationally since the period of 1986 and 1992. Although this company is facing problems in global expansions, its overall strategy as well as practices in human resources, marketing, technology development, and international expansions is a useful lesson for other businesses.

The two most important issues that Lincoln Electric is faced with are as follows. First, the inability to meet customer demand because of the shortages in supply creates opportunities for competing firms to enter the industry. What resources and capabilities does Lincoln Electric have that can mitigate this threat of entry. Second, the emphasis put on the monetary incentive plan leaves the company vulnerable in economic hardships. How can Lincoln Electric continue to encourage competition and quality without a high emphasis on monetary incentives?

1. Should Lincoln Electric (LE) expand into the Indian market by investing in a major production facility there?

With the years going by, Lincoln Electric Company, despite its excellent performance in production, has been growing in a very steady speed, and never really grew to a large scale company.

Irrespective of your answer to the first question, suppose Lincoln Electric does expand into the Indian market by investing in a production facility: Should they enter through acquisition, Greenfield, or joint venture? What factors inform your decision among these entry modes?

Through the joint venture strategy in Indian market, Lincoln Electric has a chance of attracting wider market share in the region. The major

In order to make future international plants more successful than previous acquisitions, Lincoln Electric’s managers may consider re-evaluating their management control approach; carefully evaluating the international labor laws and regulations of the plant prior to deciding whether or not to invest in it; and providing increased training and development to managers and workers of both the parent company and host company to ensure understanding of both sides’ cultural values and beliefs.

Ans. An Indian expansion through an investment in the major production facility is the most logical step for Lincoln Electric in pursuance of its long term strategic goals. The company needs to be free from its dependence on North American sales; the sales in the North American markets are stagnant whereas other markets especially the Asian markets are growing significantly faster. Its long term financial targets which include sales growth double the rate of growth in worldwide industrial production, operating margins over 15%, earnings

A/ The Indian government was unfriendly to foreign investors, because outside investment was only allowed in high-tech sector and the remaining industries were discriminated. In addition, the “Principle of indigenous available” played a major role in the political environment by forbidding imports of items that could be produced

General Electric’s lack of knowledge within foreign markets, because it is unfamiliar with the territory and the business structure, is decreased when the company uses a joint venture. The use of a joint venture in this case decreases the financial and economic risk by not putting so much pressure on General Electric if the company isn’t as successful as General Electric would hope that it could be. A joint venture can be the easiest option when entering into a new market because it allows General Electric to join forces with a company that is already established within the foreign market that General Electric is trying to enter, bringing some knowledge and experience of the foreign market to the table. I think that the global economic crisis of 2008-2009 does have an impact on General Electric’s preference to use joint ventures instead of continuing to use acquisitions or greenfield ventures. The global economic crisis of 2008-2009 may have been an eye opener for General Electric making the company realize that at any point in time the companies that General Electric have put so much time and money into can run into financial problems that could potentially destroy General Electric altogether. Had General Electric

Haier is a Chinese electronical appliances producer and it decided to take a 20 per cent stake in Fisher & Paykel Appliances Company (F&P) which is a New Zealand company. According to their agreement, besides the stake, Haier will also take two seats on F&P’s board and also they will cooperate in various business functions, including product development, sourcing, manufacturing and marketing. This action brought win-win situation to both companies. For Haier, unlike its domestic acquisition strategy, this alliance strategy enabled access to well established

Joint ventures have further benefits. Joint ventures are based on sharing individual ability and resources for the purpose of achieving a mutually beneficial objective. Sony gains access to Ericsson’s market share and their network of infrastructure and handset technology. Ericsson can acquire Sony's experience on consumer electronics, fashionable designs and production processes. Hence, the joint venture overcomes Sony's low market share and strengthens Ericsson's ability of research and product development. Thus joint ventures resolve the opportunism issue with OEM, licensing and franchising.

Of the 50-plus[2] MNCs with a significant presence in India, the nine market leaders, including British American Tobacco (BAT), Hyundai Motor, Suzuki Motor, and Unilever, have an average return on capital employed of around 48 percent. Even the next 26 have an average ROCE of 36 percent. The most successful MNCs in India have some common characteristics. Resisting the instinct to transplant to India the best practices of other countries, they have treated the country as a strategic market. These companies have also taken a long term view. They have invested time and resources to understand local consumers and business conditions. They have understood that the price points that matter in India are different from those in other countries. In a country where the middle and lower-end segments are critically important, affordability is a crucial factor.