Hambrick and Fredrickson’s Five Major Elements of Strategy

Running head: MANAGEMENT
International strategy of Kingspan
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1MANAGEMENT
Table of contents
Contents
Introduction................................................................................................................................2
Company profile.........................................................................................................................2
Multi-model analysis..................................................................................................................3
Hambrick and Fredrickson’s Five Major Elements of Strategy Content...............................3
Macro-environmental analysis...............................................................................................5
Porter’s Five Forces Framework............................................................................................7
VRIO analysis of resources and capabilities..........................................................................8
Ghemawat’s CAGE Framework............................................................................................9
De Wit and Meyer’s profitability-responsibility tension.....................................................10
Summative analysis..................................................................................................................11
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
Marketing and management are the terms, which can be placed side by side.
Managing the marketing activities is assistance for the sellers in terms of assessing the ways
in which the buyers can be attracted towards the products and services. Tactical approach of
the marketers is beneficial in terms of luring the purchasing power and decision of the clients
and customers. Using the marketing and management models seems to be a productive option
for estimating the outcomes in a strategic manner (Rothaermel 2017). These models helps the
brand personnel in mapping the feasibility of the strategies and plans in the current business
scenario of the brands. This assignment attempts to shed light on the international marketing
strategies of Kingspan with focus on the marketing models for scanning the effectiveness of
the internal environment for penetrating into the external environment.
Company profile
With the foundation in 1965, Kingspan has achieved accolades and glory as one of the
reputed companies of Ireland dealing in building materials. The operations of the company
are centrally operated from the headquarters of Kingscourt, Ireland. It is traded as ISEQ:
KRX. The outlets of the company are spread in more than 70 countries with 100 factories,
which caters to the employment needs of 13500 people (Kingspan.com 2019). The business
of the company is divided into 5 segments. As a matter of specification, the company deals in
the building materials in the sections of insulated panels, insulation, light, air, water, energy,
access floors among others. Along with this, the company also provides ventilation solutions,
proactive packaging, repairing, maintenance and management solutions to the customers,
which reflects the product diversification. The main focus of the company to achieve
sustainable development through the provision of innovative services to the clients and the
customers. The scope and arena of the company business extends towards community
development, which strengthens the triple bottom line approach (Kingspan.com 2019).

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As per the annual reports of 2018, the revenue generated was estimated to be 4372.5
million euros. The operating income was 423 million euros and net income was 335.8 million
euros. The major drive behind this is the hard efforts of 13,469 employees. The vision of the
company is to emerge as a market leader in energy efficient buildings.
Multi-model analysis
Hambrick and Fredrickson’s Five Major Elements of Strategy Content
Fig: Hambrick and Fredrickson’s Five Major Elements of Strategy Content
(Source: Ansoff et al., 2018)
According to Hambrick and Frederickson, there are five elements, which governs the
strategies of marketing and management. These are arenas, vehicles, differentiators, staging
and economic logic.Arenas reflects the areas of collaboration, innovation and teamwork,
which reflects the good practices of Kingspan. The product and service specifications of
ventilation, insulation, repairing, maintenance and others, which are served to the brands
dealing in the construction works and projects. Proactivity lies in the use of the continuous