Oberwinkler, B. (2012). Strategy development for Böhler Schmiedetechnik [Master Thesis, Technische Universität Wien]. reposiTUm. http://hdl.handle.net/20.500.12708/159028
The last few years were very challenging for Böhler Schmiedetechnik GmbH & Co KG (BSTG) due to diverse internal and external reasons. To ensure a positive economic development of BSTG in the future, a new core strategy has to be defined. Therefore, the task of this master's thesis is to develop a successful core strategy for Böhler Schmiedetechnik GmbH & Co KG based on state of the art knowledge of the strategy development process and under consideration of current environmental conditions as well as latest forecasts. In the first chapters, a literature survey is given. Next, the current vision and mission statement of BSTG is revised to conform to the state of the art. Then, the external environment is analyzed. After characterizing the industry structure, a competitor analysis in combination with a strategic group analysis is used to study strategic trends. Furthermore, the world economic outlook and the market forecasts are examined. Finally, the key success factors for the forging industry are determined and environmental characteristics summarized with a five forces analysis. In the next step, the internal resources of BSTG are analyzed by studying the technical capabilities, the value chain and the value chain arrangement, as well as the core competencies. The external and internal analyses are complemented by a product portfolio analysis and the identification of future profit potentials. Ultimately, the conclusions of this bunch of analyses are summarized in a SWOT analysis. The results of these diverse analyses are used to define ten strategic options for BSTG. These options are evaluated with respect to risk and attractiveness. Based on this evaluation, the most promising options are combined to formulate the main strategic directions. In accordance, the necessary actions and resources are determined. They add up - together with the main conclusions from the analyses - to the new core strategy for BSTG.