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Harvard Case - Silhouette vs. Hartlauer

"Silhouette vs. Hartlauer" Harvard business case study is written by Constance E. Bagley, Claude Mosseri Marlio. It deals with the challenges in the field of Entrepreneurship. The case study is 6 page(s) long and it was first published on : Sep 17, 2002

At Fern Fort University, we recommend that Silhouette pursue a strategic acquisition of Hartlauer. This move would leverage Silhouette?s strong brand recognition and market position in the optical industry, while capitalizing on Hartlauer?s established presence in the Austrian market and its expertise in hearing aids. This acquisition would create a formidable player in the European optical and hearing care market, enabling Silhouette to achieve significant growth and profitability.

2. Background

This case study focuses on Silhouette, a leading Austrian manufacturer of high-end eyewear, and Hartlauer, a major Austrian retailer specializing in hearing aids and optical products. Silhouette faces increasing competition in the global optical market, while Hartlauer seeks to expand its product portfolio and market reach.

The main protagonists are:

  • Silhouette: A company with a strong brand and a focus on high-quality products, seeking to expand its market reach and diversify its revenue streams.
  • Hartlauer: A well-established retailer in Austria, seeking to expand its product offerings and increase its market share.

3. Analysis of the Case Study

Strategic Framework: We will analyze the case using Porter?s Five Forces framework to understand the competitive landscape and identify opportunities for Silhouette.

  • Threat of New Entrants: High, due to the relatively low barriers to entry in the optical industry.
  • Bargaining Power of Buyers: Moderate, as consumers have a wide range of choices in the optical market.
  • Bargaining Power of Suppliers: Moderate, as there are multiple suppliers of optical components and materials.
  • Threat of Substitute Products: High, as there are many substitute products available, such as contact lenses and laser eye surgery.
  • Competitive Rivalry: High, due to the presence of numerous established players in the global optical market.

Financial Analysis:

  • Silhouette: Strong financial performance with a history of profitability, but facing growth challenges in a competitive market.
  • Hartlauer: Solid financial performance with a strong market position in Austria, but limited international expansion.

Key Considerations:

  • Synergies: The acquisition offers potential synergies in terms of distribution channels, product offerings, and customer base.
  • Market Access: Hartlauer?s established presence in Austria provides Silhouette with a valuable entry point into a new market.
  • Diversification: The acquisition allows Silhouette to diversify its revenue streams by entering the hearing aid market.

4. Recommendations

Silhouette should pursue a strategic acquisition of Hartlauer, following these steps:

  1. Due Diligence: Conduct a thorough due diligence process to assess Hartlauer?s financial health, operations, and market position.
  2. Negotiation: Negotiate a fair acquisition price that reflects Hartlauer?s value and potential synergies.
  3. Integration: Develop a comprehensive integration plan to ensure a smooth transition and minimize disruption to both companies? operations.
  4. Expansion Strategy: Leverage Hartlauer?s existing infrastructure and expertise to expand into new markets within Europe.
  5. Product Diversification: Introduce Silhouette?s high-end eyewear products to Hartlauer?s customer base and explore opportunities for developing new products in the hearing aid market.

5. Basis of Recommendations

This recommendation considers the following factors:

  • Core Competencies: The acquisition aligns with Silhouette?s core competencies in product design and manufacturing, while leveraging Hartlauer?s expertise in retail and distribution.
  • External Customers: The combined entity can cater to a wider customer base by offering a comprehensive range of optical and hearing care products.
  • Competitors: The acquisition creates a stronger competitor in the European market, enhancing Silhouette?s competitive position.
  • Attractiveness: The acquisition offers a high potential return on investment (ROI) through increased market share, revenue diversification, and cost synergies.

6. Conclusion

The acquisition of Hartlauer presents a compelling opportunity for Silhouette to achieve significant growth and profitability in the European optical and hearing care market. By leveraging the combined strengths of both companies, Silhouette can create a dominant player in this industry.

7. Discussion

Alternatives:

  • Organic Growth: Silhouette could pursue organic growth by expanding its own retail network and product offerings. However, this approach would require significant investment and time to achieve comparable market penetration.
  • Joint Venture: Silhouette could form a joint venture with Hartlauer, but this option would limit control and potential for long-term growth.

Risks:

  • Integration Challenges: Integrating two companies with different cultures and operating models can be challenging.
  • Market Volatility: The optical and hearing care market is subject to economic fluctuations and technological advancements.

Assumptions:

  • The acquisition can be successfully integrated without significant disruption to operations.
  • The European market for optical and hearing care products will continue to grow.
  • Silhouette can leverage Hartlauer?s existing customer base and distribution network to expand its product offerings.

8. Next Steps

  1. Due Diligence: Complete due diligence within 3 months.
  2. Negotiation: Finalize acquisition agreement within 6 months.
  3. Integration: Implement integration plan within 12 months.
  4. Expansion Strategy: Develop and execute expansion strategy within 18 months.

This timeline provides a roadmap for Silhouette to successfully acquire Hartlauer and realize the full potential of this strategic move.

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Case Description

Silhouette, an Austrian eyeglass frame manufacturer, sued Hartlauer, an Austrian retail discounter, for reselling Silhouette frames within the European Union (EU) that Hartlauer had purchased outside the EU. Does the EU follow the principle of exhaustion of trademarks?

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