CASE ANALYSIS | MUILLER LEHMKHUL GMBH | Group - 6 |

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Team Members:
1. Adithya J R
2. Bharath. S
3, Karthik Dasari
4. Nanjunda Prasad
5. Nitish
6. SNDS Ramanish

Executive Summary :
The largest single manufacture of apparel fasteners in Europe, Mueller Lehmkuhl, started as a shoe accessories manufacturer in 1876 and the subsequent organizational reconstructions, acquired technological superiority, diverse product range made it as one of the four major players in the European fasteners market. ML (Mueller Lehmkuhl) is known for high quality, reliable fasteners and prompt support provided.

ML's strategy of producing the Attaching Machines for the fasteners and catering the service needs in case of breakdown aided in penetrating into market and building a strong customer base. However, the operations related to the Attaching Machines proved to be a white elephant for the organization. The changing market scenario with respect to the new players in the market, mature growth of the market, changing expectations of the customer, limitations on geographical expansion require ML to re orient the operations to sustain before losing the loyal customers.

We perused the intricacies involved in manufacturing of fasteners, attaching machines, production of manufacturing equipment with due consideration to the required technical skill, operational costs etc. The exhibits added further insight into the nuances of running the business. As truly mentioned the product that looks so simple to a layman involves a wide range of high quality operations.

Objective :
According to Dr. Richard Welkers, President of ML, the Japanese penetration (Hiroto Industries) into the market and the low prices offered posed a threat to the company's position in the market. ML's European sales manager's concern is to keep the price levels high and not to lose the market share to the low