STRATEGIC MANAGEMENT- CASE ANALYSIS

HUSKY INJECTION MODELLING SYSTEMS

Submitted by : Atul Sharma

Roll No. :10
PGDM (ABM) – 2nd year
Is the Industry Attractive and Profitable?

• It is profitable for the highly premium quality based equipment

supplying companies such as husky injection modeling system.
• Industry is attractive but the heavy capital investment and
customization so it act as a barrier for the low budget companies to
enter in this industry
• Expansion of the industry is less as the largest players did not
expand beyond one or two regions
Is the husky’s performance superior and has
any competitive advantage?

• The offering of the high quality integrated solutions for molding and
machine making equipment both has provided Husky with a competitive
advantage
•  The company has always focused on selling premium quality products at
premium prices within a niche market and it has fully capitalized its
technology.
• Husky positions itself as a company providing its plastic industry customers with
the complete and comprehensive manufacturing solutions.
• It has robust R&D team which help them to develop high quality products
What is the strategy that has allowed Husky
to establish competitive advantage?

• The primary reason for Husky’s success, since the end of the 1970s until 1995, is the
polyethylene terephthalate (PET) industry niche to which the company focused itself at that time. 
• The delivery of high technologic machines with both characters of speed and efficiency positioned
Husky as the leader of this niche.
• This strategy is implemented by producing machines based upon technological innovation,
durability, reliability and efficiency on one hand and by providing its customers with a professional,
reliable and quick service, based on highly trained technician on the other hand.
• Giving more importance to R&D segments
• Premium segment
• Vertical integration
Fundamental Logic By Which Husky Makes
Money

• Charging premium- providing quality products

• Customers were willing to pay because of their excellent customer
service, technological knowledge and maintenance
• Targeting niche market by attracting customers
• Husky had a stern and strong corporate culture which drove
employees to work to the best of their abilities.
How is Husky distinctive in terms of the
markets that it target?

• Niche marketing – PET segment

• They concentrated in the niche segment unlike its competitors
whose products were of low cost compromising on the quality
• Target premium segment providing quality product
• Providing complete factory solution in its particular plastic segment