The SKF group

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The SKF group

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Abstract

The SKF Group is the leading global supplier of products, customer solutions, and services in the business of rolling bearings and seals. SKF Group's main competencies include technical support, maintenance services, condition monitoring and training. The Group also holds an increasingly important position in the market for linear motion products, as well as high precision bearings, spindles and spindle services for the machine tool industry and lubrication systems.

The business of SKF is divided into three divisions; Industrial, Automotive and Service. Each division serves a global market, focusing on its specific customer segments.

SKF has 100 manufacturing sites distributed all over the world. With its own sales companies in 70 countries, supported by some 15 000 distributors and dealers worldwide, its e-business marketplace and global distribution system, SKF is always close to its customers for the supply of both products and services.

Customer needs
SKF owns a leadership position in the bearing business and the very strong position of its brand in the bearing world is due to its competence in providing products and services that create value for the customer.

To successfully create value for customers, demands a deep understanding of what customers specifically require and need with regard to products and services. Original equipment manufacturers value how SKF's knowledge can make their products more competitive. For end-users, the aim is to ensure the maximum utilization of their assets in order to increase their productivity and profitability. In the aftermarket, the key factor is to know what kind of products the customer needs, and to have these products readily available.

Introduction
1. Brief description of the company
2. Brief description of the actual situation
External analysis
1. Market analysis
2. Customer analysis
3. Competitor analysis
4. Product situation (industry wide)
5. Distribution situation (industry wide)
6. Pricing situation
7. Promotion / communication situation (Industry wide)
8. MESO environment variables
9. Environment analysis (T.R.E.N.D.S)
Internal analysis
1. Introduction on resources
2. Current strategic policy
3. Financial results
4. Overall audit situation (helicopter view)
SWOT analysis
1. Aspects to consider from internal analysis
2. Aspects to consider from external analysis
3. Comprehensive SWOT matrix
4. First impression of our SWOT: Analysis
Confrontation matrix
1. Confrontation
2. Deductions and conclusions
3. Identification of key problem
Strategic options and choice
1. Definition of strategic options
2. Comprehensive spread sheet of strategic options
3. Strategic choice
Marketing plan
1. Executive summary
2. Current marketing situation
3. SWOT and issue analysis
4. Objectives
5. Marketing strategy
6. Detailed action plan
7. Financial analysis

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[...] Business Definition[1] The SKF Group is the leading global supplier of products, customer solutions, and services in the business of rolling bearings and seals. SKF Group's main competencies include technical support, maintenance services, condition monitoring and training. The Group also holds an increasingly important position in the market for linear motion products, as well as high precision bearings, spindles and spindle services for the machine tool industry and lubrication systems. The business of SKF is divided into three divisions; Industrial, Automotive and Service. [...]

[...] Increase market share in Asia The objective to get a higher market share in Asia and a stronger position in the aero business will be achieved by all the advantages given to SKF through the acquisition. The position on the Asian market can be improved through all the contacts of Zhejiang Tianma Bearing Co., Ltd . They have a great customer base and a lot of good suppliers. SKF can save money by reducing the number of suppliers. They can choose the best suppliers of SKF and Zhejiang Tianma Bearing Co., Ltd. [...]

[...] So they can ensure that they have competent employs who can deal with this several cultural differences Buying Roles A customer group can play seven roles in the purchase decision process:[30] The Initiators who request that they like something to purchase The private customer makes a request to a dealer or to the mass merchandiser that he likes to have a special product. The dealer will contact the manufacturer for the product and negotiate about a possible solution for the customer. [...]

[...] Cost structure Positioning X Strategy X Comprehensive X X Solutions Brand Image X X Product X X portfolio Segmentation X X strategy Global Growth X X Market growth X X Technological X X Development Brand Loyalty X X Labour costs X X Prices of raw X X materials Strategic X X alliances Foreign X X economic conditions, including currency rate fluctuations 4.4 First impression of our SWOT–Analysis Strength and Weaknesses SKF owns a lot of strengths which can influence the future of the company in a positive way. [...]

[...] After a stock split in 2005, SKF's share capital added up to 1.138 MSEK with an amount of outstanding shares of 455.3 million External resources: relations, connections, networks[49] The largest group of SKF customers, some two million, is composed of the industrial and vehicle aftermarket customers, whom SKF reaches both directly and via a network of distributors and dealers in some locations. By virtue of its local sales offices and its global distributor network, which is supported by the e-business portals, www.endorsia.com and www.PTplace.com and other e-business platforms, SKF is always clost to its customers wherever they are located. [...]

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