Swot Analysis

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End of Book Case Studies


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case studies 19

Think design and performance— think Sunbeam Café Series
Nicole Stegemann, School of Management and International Business, University of Western Sydney
Limited, a manufacturer of pumps, filters and security products. GUD’s acquired Sunbeam in 1996. After catering for predominately female needs, it was the male population’s turn to benefit from Sunbeam’s innovations. The electric shaver—Shavemaster—was introduced to the market. Despite heavy international competition, Shavemaster became a market leader shortly after its launch. The appliance revolution continued to penetrate the Australian market. Consumers
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The evolution of café groupies Dick Smith—the great adventurer Apple’s renaissance— the agreement that works

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rewarding themselves by giving themselves a rest from their growing workloads. An increased interest among consumers with respect to alternative health practices was another growing trend. Sunbeam’s response came in the form of Sunbeam’s therapeutics product line, and its massage and aromatherapy offerings. Sunbeam continues to lead the market in electrical appliances, offering more than 250 products to the market. To date, Sunbeam’s sales exceed A$100 million from its numerous product categories. Sunbeam is currently experiencing overall growth in all its product categories and is gaining solid market share from its competitors. The market is oligopolistic. Competitors such as Kenwood, Remington, Ronson, Krups, and Mistral & Breville are all competing in the small appliance market. As of January 2002 Sunbeam held a 20.1 per cent share of the small appliance market. Its competitor,

A change in lifestyles towards café lifestyles, and a renaissance in the demand for high-quality products prompted Sunbeam to adapt heavy-duty appliances, that were traditionally found in restaurants and cafés, for the consumer market. Sunbeam introduced a range of commercial-style appliances called

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