Steinhoff International : the strategic road to Africa

Keet, Rudi (2002-12)

Mini-study project (MBA)--University of Stellenbosch, 2003.

Thesis

ENGLISH ABSTRACT: The purpose of this dissertation is to analyse the strategic errors and successes made in order to understand the reasons for Steinhoff International's investment in South African companies and the purpose of listing on the Johannesburg Securities Exchange (JSE). The South African furniture manufacturing industry currently has only one listed company on the JSE and the comparison with competitors from a Steinhoff perspective has been difficult due to the lack of available information and the presence of retailers listed under the furniture sector on the JSE. The study begins with the background of the furniture manufacturing industry and the broad product categories referred to in the industry. Thereafter the history of Steinhoff International follows with their introduction to furniture manufacturing and the entry into South Africa. The study then evaluates the market with relevant analysis to discuss strategic decisions made and evaluates Steinhoff International's strategy. The focus on Steinhoff is specifically from 1995 to 1999 since their investment in South Africa until the merger with the Cornick Group that led to the current structure of Steinhoff International. It is the purpose of the writer to evaluate the company from a strategic point of view for the compilation and use of a case study by fellow students in this field.

AFRIKAANSE OPSOMMING: Die doel van die proefskrif is om te poog om die strategiese foute en suksesse te evalueer en uit te lig ten einde te verstaan hoe Steinhoff Internasionaal tot die slotsom gekom het om in Suid Afrika te investeer en wat die doelwitte en redes vir die notering op die Johannesburgse Effekte Beurs was. Die meubelvervaardigingsindustrie het tans slegs een genoteerde maatskappy in die Suid Afrikaanse mark en die vergelyking met mededingers is dus aansienlik bemoeilik aangesien die meubelsektor op die JSE uit kleinhandelaars bestaan wat die eindverbruiker bedien. Die studie begin met die agtergrond tot die meubelvervaardigingsindustrie en 'n uiteensetting van die produkkategoriëe. Daarna volg die geskiedenis van Steinhoff Internasionaal en hoe hulle by vervaardiging betrokke geraak het en tot Suid Afrika toegetree het as beleggers. Die studie behandel dan die mark met die gepaste ontledings om strategiese besluite te bespreek, waarna Steinhoff Internasionaal in terme van hulle strategie ontleed word. Die fokus op die maatskappy is veral sedert 1995 tot 1999, vanaf die aanvanklike belegging in Suid Afrika tot die uiteindelike oorname en assimilering van die Cornick Groep wat gelei het tot die huidige formaat van Steinhoff Internasionaal. Dit is die doel van die skrywer om die maatskappy vanuit In strategiese oogpunt te evalueer vir die samestelling van In bruikbare gevallestudie vir mede studente in hierdie veld.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/53598
This item appears in the following collections: