Noviatni Dwi Utami29111051

Indah Puspita 29111053

RizkaRachmawati 29111313
FeizaAlfi 29111367
Inge AnnisaFitri29111378
Core Competencies
Criteria Core Competency
Valuable Capabilities Adhesives technology
Rare Capabilities In Premium class, Their company
always to offer direct contact between
the producer and client for support and
products enhancements, technical
advice, addressing complaints, and
warranty support.
Costly-to-Imitate Capabilities Many variety of Henkel products could
make the product hardly to imitate.
Non subtitutable Capabilities Mergering between consumer and
craftsmen Adhesives and Henkel
Technologies.
Strengths
Outstanding product
quality
Intelligent brand
management
Diverse product range
Products were available
for different customer
segments, divided into
the two subgroups of
households/offices

Highly dependent on energy
prices in terms of products
manufacturing and
transportation
Most women avoided DIY
stores completely because the
brand image and product
descriptions were very
technical.
Information about renovation
products in the DIY stores
was not always sufficient.
Henkel product innovation
were not systematically based
on current customer needs,
but rather on technical
feasibility.

Weaknesses
Conduct Blue Ocean Strategy
Saturated market
Henkel strives to be better than its competition.
Aimed to gain market share through innovation.

Blue Ocean Strategy can be applied depent on
situasion of the environment of firms.

Win with Blue Ocean Strategy
To a response for the development of the market,
Henkel must doing a blue ocean strategy
implementation. The blue ocean strategy is create
uncontested market space, make the competition
irrelevant, create and capture untapped demand,
break the value-cost trade off, align the whole system
of a firms activities in pursuit of differentiation and
low cow cost, and participate in shaping external
trends over time. The company have a valuable and
costly to imitated core competences so they have
maximizing their core competencies as their
competitive advantages.

Recommendation


Henkel must open a store not only on DIY store but also in the
widely available store such as supermarket as well as stationery
shop and mall.
In order to increasing market share, the company should be
customer oriented rather than technical-oriented
Expand the existing market by creating new and uncontested
market space where competition would be irrelevant.
To be a better company than the others, Henkel must strived to
gain market share through innovation, POS excellence,
distribution expansion, and better marketing concepts.
A creative but structured process to develop ideas for new
markets and customers groups had to be started.

THANK YOU