Professional Documents
Culture Documents
”
(Written Analysis of the Case)
Cree, Inc. (Cree) is one of the market-leading innovators of lighting class LED's, LED
lighting, and semiconductor solutions for wireless and power applications. It develops and
manufactures semiconductor materials and devices principally based on silicon carbide (SiC),
gallium nitride (GaN), and other related compounds. Cree’s product portfolio comprises LED
chips, LED components and LED lighting solutions and SiC and GaN materials and products. In
addition, Cree offers power and radio frequency (RF) products such as power switching and RF
devices. The company also sponsors and participates in several initiatives to enable and further
support the adoption of LED lighting. These include LED City, LED Workplace, and LED
University programs. The principal manufacturing facilities of the company are located in
Durham and Research Triangle Park, North Carolina (US), while its research and development
(R&D) centers are located in California (US) and Hong Kong. The company is headquartered in
traditional lighting to LED lighting that offers tremendous energy and maintenance savings. LED
lighting is primarily used as spare parts for lighting indicators and other appliances using LEDs.
Cree wishes to develop the usage of LEDs and make it to the general lighting market because it is
the largest market in the lighting industry other than commercial and industrial lighting. However,
using LED lights in the households is not a popular and trusted practice because LED can’t
compete with the brightness of CFLs. Cree dedicated their R&D in the development of LEDs so
it can produce brighter lights able to accommodate a wide space. Their planning to launch this
new improvement to the market hopefully with the help of other companies in the industry to
Taking advantage of the strong demand for LED backlighting and the promising market
in general lighting segment, what should Cree’s management do to exploit the fast growing
demand of LED lighting?
III. OBJECTIVES
1. Determine the projected market size and sales of the general lighting industries.
2. Convince the market that LED technology was ready and sufficient for general lighting.
3. Introduce more efficient and environmental-friendly ways to the lighting industry.
SWOT ANALYSIS
Strength:
1. A major player in the developing LED market.
Weaknesses:
1. Exposed to fluctuations in raw material prices
Opportunities:
1. Forecasted 2B in revenues in two years, 35% gross
Upward trend
$3.64 billion
$2.1 billion
$1.4 billion
$1.26 billion
$750 million
$4.9 billion
$14 billion
1. Establish a strategic plan to promote LED lights and capture the general lighting market.
The proposed strategies include a combination of generic and grand strategies to include
backwards vertical integrations, acquisitions, partnerships, increased marketing,
concentric diversification, increased R&D, increased channels for distribution, and
overall appeal to the 'green' consumer and a creation of brand recognition. The
management, employees and the organization as a whole will realize the success of the
company in a new perspective.
STRATEGY ACTIVITIES
Product
Increase Research and Development
Leadership
Indirect sales engagements with many levels such as lighting designers, architects, end
Market
users (facilities managers, plant managers, etc), lighting agents, contractors (general
dynamics
and electrical), utilities, energy services companies (ESCO’s), and distributors
Concentric
Enter LED general lighting market
diversification
Advantages:
V. CONCLUSION / RECOMMENDATION
Establish a five year strategic plan that addresses weaknesses and opportunities to turn
around the company performance. This strategic plan identifies the risks, opportunities, and presents an
implementation plan to address them. For the next five years, the objectives to increase revenue and
capture the general lighting market will be achieved given the presented master schedule with milestones
of achievement. Contingency planning will help whether the outcome when the performance measures
waiver off the desired outcomes. The implementation and success of this plan will depend on how well
the organization communicates with its employees and how well they organize functional tactics. In
conclusion, this strategic plan keep Cree Inc. ahead of the competition and positions them to maximize
resources while maintaining their focus on the company overall vision and mission.
Cree, Inc, might not able to maintain the trend of using LED lighting the households and its
popularity may die sooner.