A new direction for the company Peulen

A new direction for the company Peulen

Mataich, F.

Hultink, H.J. (mentor)
Calabretta, G. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2012-05-30

This project focuses on the Peulen company. The Peulen company is currently active in the woodworking industry as a) machine supplier. The first phase of this project is the internal analysis of the Peulen company concerning the current state of the company. This is done in order to establish the strengths and weaknesses of the Peulen company. In addition to this, the open innovation model literature is analyzed and compared with the panel car: a product that has been developed by Peulen based on open innovation. Through the internal analysis it became obvious that Peulen did not fit perfectly within the ideal definition of a business-to-business company, and the same applies to their open innovation project: the aforementioned panel car. The second phase is the external analysis which includes the environment which the company Peulen belongs to. In this phase, the competitors, trends and developments within the woodworking industry are also analyzed. This provides information concerning the opportunities for and threats to the company. The most interesting opportunities are the (use of?) biomass energy and the growing CnC woodworking machine market. From the competitor analysis it is obvious that the main competitors of the company Peulen are already selling CnC woodworking machines, and it is clear that Peulen lags behind on this point. Using the results of the internal and external analysis, the SWOT analysis is carried out in the third phase, in order to evaluate Peulen’s strengths, weaknesses, oppor¬tunities and threats. This analysis has been used to generate a strat¬egy and to determine the best future direction for the company. This analysis leads to the two business search fields: the use of? biomass energy and entering the CnC woodworking machine business for the Peulen company. To determine which industry is more attractive for Peulen, Porter’s Five Forces model has been applied. This resulted in the choice to go further with the business search field biomass energy. The fourth phase is about further exploring the new business search field: the use of biomass energy for the woodworking market. By conducting market research into this field, some criteria were obtained which Peulen should focus on when entering this market. To gain more insight into this market for Peulen, relevant literature about the use of wood burners in different industries and the different types of wood burners was consulted. Apart from the literature, the results of a questionnaire about mulch burners were also looked at. , Based on this research, some criteria for the new product in the biomass energy market have been created for Peulen. The criteria for a wood burner are as follows: • Power capacity = < 100 kwh • Automatic input of the fuel • Fuel: Mulch (wood) Within this kind of market of the biomass energy , the competitors for this kind of burner have been examined and the final criteria for the new concept have been determined. This resulted into two burners with different power capacities: one with a power capacity of <20 kW, and the other 60-100 kW. The fifth phase concerns the open innovation model strategy. Through adding the business model of the internal analysis, the possible implementation of the open innovation model within the current business model of Peulen is examined. This is based on the literature about open innovation. The sixth phase is based on the mulch burner. This product/concept will be developed using the results of the market research on biomass energy and the open innovation model strategy. Therefore, it serves as an example for the new direction and the open innovation strategy. Finally, this report finishes with conclusions and recommen¬dations for the continuity of the project.

open innovation model

http://resolver.tudelft.nl/uuid:bb65631e-b536-4feb-9678-f31a168c2888

Campus only

Student theses

master thesis

(c) 2012 Mataich, F.