Noviatni Dwi Utami29111051 Indah Puspita 29111053 RizkaRachmawati 29111313 FeizaAlfi 29111367 Inge AnnisaFitri29111378

Core Competencies
Criteria Valuable Capabilities Rare Capabilities Core Competency Adhesives technology In Premium class, Their company always to offer direct contact between the producer and client for support and products enhancements, technical advice, addressing complaints, and warranty support.

Costly-to-Imitate Capabilities
Non subtitutable Capabilities

Many variety of Henkel products could make the product hardly to imitate.
Mergering between consumer and craftsmen Adhesives and Henkel Technologies.

Strengths
Outstanding product

Weaknesses
Highly dependent on energy prices in terms of products manufacturing and transportation Most women avoided DIY stores completely because the brand image and product descriptions were very technical. Information about renovation products in the DIY stores was not always sufficient. Henkel product innovation were not systematically based on current customer needs, but rather on technical feasibility.

quality Intelligent brand management Diverse product range Products were available for different customer segments, divided into the two subgroups of households/offices

Conduct Blue Ocean Strategy

Saturated market
Henkel strives to be better than its competition. Aimed to gain market share through innovation. Blue Ocean Strategy can be applied depent on situasion of the environment of firms.

Win with Blue Ocean Strategy

To a response for the development of the market,

Henkel must doing a blue ocean strategy implementation. The blue ocean strategy is create uncontested market space, make the competition irrelevant, create and capture untapped demand, break the value-cost trade off, align the whole system of a firms activities in pursuit of differentiation and low cow cost, and participate in shaping external trends over time. The company have a valuable and costly to imitated core competences so they have maximizing their core competencies as their competitive advantages.

Recommendation
Henkel must open a store not only on DIY store but also in the

widely available store such as supermarket as well as stationery shop and mall. In order to increasing market share, the company should be customer oriented rather than technical-oriented Expand the existing market by creating new and uncontested market space where competition would be irrelevant. To be a better company than the others, Henkel must strived to gain market share through innovation, POS excellence, distribution expansion, and better marketing concepts. A creative but structured process to develop ideas for new markets and customers groups had to be started.

THANK YOU