International Strategy of Kingspan Group

Running head: INTERNATIONAL STRATEGY OF KINGSPAN GROUP
INTERNATIONAL STRATEGY OF KINGSPAN GROUP
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Author Note

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INTERNATIONAL STRATEGY OF KINGSPAN GROUP
Executive Summary
The report is based on the analysis of the external environment of an organization named
Kingspan Group which operates in the construction industry. The strategy that has been
applied by the company has been analysed in the report with the help five elements of
strategy content. The business model canvas of the company is also analysed in the report.
The external environment and industry of the organization has been analysed with the help of
PESTLE framework and the Porter’s five forces analysis. The strategy of the business and its
value proposition has also been analysed in the report and it is concluded by stating Kingspan
has the ability to mitigate its threats in an effective manner.

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INTERNATIONAL STRATEGY OF KINGSPAN GROUP
Table of Contents
Introduction....................................................................................................................3
Step 1..............................................................................................................................3
1. Hambrick and Fredrickson’s five major elements of strategy content..................3
2. Osterwalder’s Business Model Canvas..................................................................4
3. Macro-environmental analysis (PESTEL).............................................................5
4. Porter’s Five Forces Framework............................................................................7
5. VRIO analysis of resources and capabilities..........................................................9
Step 2..............................................................................................................................9
1. Level of coherence of company strategy...............................................................9
2. Competitiveness of value proposition..................................................................10
3. Support provided to the value proposition...........................................................10
4. Opportunities and threats faced by Kingspan Group...........................................11
5. Position of the company to face the threats.........................................................11
6. Recommendations provided to improve the performance...................................12
Conclusion....................................................................................................................12

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INTERNATIONAL STRATEGY OF KINGSPAN GROUP
Introduction
Kingspan Group is an organization that operates in the industry of building materials
and has its base in Ireland. The company was established in the year 1960 by Eugene
Murtagh and has entered the Irish Stock market in the year 1989. The organization further
expanded its operations into many other businesses which include, the manufacture of
insulated panels, rigid insulation board with the help of different greenfield plants and
acquisitions of some organizations (Kingspan | Group. 2018). The growth in sales of the
company was first experienced in the year 2012, when the organization had announced
acquisition of an organization named Rigidal Industries. The different operating units of the
company include, facades and insulated panels, insulation, environmental, renewables and
solar, building services, petrochemical and insulation based systems and products (Kingspan |
Group. 2018).
The report will be mainly based on the study of strategies that have been applied by
the organization. The external and internal environment of the company will be analysed with
the help of appropriate models and suitable recommendations will be provided based on the
findings.
Step 1
1. Hambrick and Fredrickson’s five major elements of strategy content
The strategic decisions that are made by organizations play a significant role in the
ways by which they are able to operate. The organizations thereby need to include all types of
relevant information in the process of decision making in order to operate in a sustainable
manner in the industry. Hambrick and Fredrickson have suggested five elements which are
based on strategy content of the organizations. These elements can thereby discussed as
follows,