STRATEGIES USED BY COMPANIES DURING THE RECESSION

Report

McDonald‘s Corp.:McCafe line of espresso drinks. Get
consumers to see the beverages as affordable, quality
alternatives to lattes at more gourmet chains;

Offering free Wi-Fi


Aquired F.A.O Schwarz and KB Toys (well known toys
speciality chain);
Started the holiday season early by opening stores just
after midnight on black Friday;

Controling the major „toy“ related websites by
purchasing etoys.com, toys.com and FAO.com
Introducing an exclusive line of Babies „R“ Us –
branded baby essentials. They offer baby products,
including infant formula, diapers and wipes at Up to
50 percent less than comparable brands.

- short time work
- close companies/ factories
- reduction of jobs in a social way
 e.g. early retirement
- reduction of overtime
- dislocation


Focus on 3 business sectors (Automotive
Technology, Industrial Technology,
Consumer Goods and Building
Technology)
Important acquistion of companies with
excellent expertise

Cost management
Flexible response to the economic
downturn (flexible and reduced working
time of 100,000 associates)


Innovative Tradition
Technological improvement to ecological
questions (auto engine with less consumption
of fuel, electrical battery for cars)



Affordable advanced technology for everyone
Specific products for emerging markets (costeffective system for Tata-Nano low-price
vehicle in India)
Sales Revenue in Bn. €
Precentage change from previous year
20
60
51.72
53.43
49.09
50
40.56
15
15
10
42.62
5
5
40
5
3
0
%
30
-5
2006
2007
2008
-10
20
-15
-20
10
-25
0
2006
2007
2008
2009
2010
-24
-30
Year
Year
2009
2010
ThyssenKrupp PLuS

Improving earnings and liquidity in the short and
medium term
 reducing costs and financing requirements
 and sustainably enhancing the Company's
performance
Measures reduced costs over €1 billion

We lowered production and administrative costs
 optimized procurement and sales
 reduced expense for outsourced services
 and systematically utilized opportunities for
workforce flexibilization
ThyssenKrupp best

Groupwide value-enhancement program has
been supporting the continuous improvement
process
 modules form the basis for the program's
success:
• management commitment
• establishment in the Group's organization
• involvement of employees
• standardized and overarching controlling
• the provision of methodological knowledge
and the transfer of know-how
Elze Rudiene
Vitali
Max

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