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Voestalpine AG (A)

Murray J. Bryant ; Werner Auer-Rizzi ; Iris Fischlmayr ; Caecilia Innreiter ; Brett Matthews ; Michael Eyett

Reference: IVEY-9B07M032-E
Year: 1989
Number of pages: 17
Geographic Setting: Austria
Publication Date: Feb 6, 2008
Fecha de edición: Jun 24, 2009
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Manufacturing;

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Description

Voestalpine AG, a public company located in Linz, Austria, was examining opportunities for growth. The company considers that to meet the needs of its customers, notably automobile, rail and construction, it has to grow. Further, the steel industry in Europe is in a process of consolidation. The company has a very strong balance sheet but due to its ownership structure (35 per cent is owned by the Austrian government), its market value is considerably lower than its competitors, also providing a rationale for growth. The company is profitable and focuses on value added products. In the (A) case the decision to buy two steel plants in Poland is examined and looks at the strategic issues and concerns relating to this expansion. The supplement, Voestalpine AG (B), product number 9B07M033, provides opportunity for the student to assess methods of strategic execution.

Keywords

International Expansion Strategy Execution