由于从连接 博士。学家马克·穆尼奥斯, professor of international management at Millikin, the MBA students worked with G&G Plant Protection and Trade Ltd., a Hungarian-based company that specializes in chemical weed control on railway tracks.
The students created a market entry strategy to help G&G sell their innovative railway weed control technology to the U.S. The students met with G&G executives at the WHU-Otto Beisheim Graduate School of Management in Koblenz, Germany in May to present their strategy. The students spent six months researching and preparing their presentation.
"Being able to work through different ideas with people that think about things differently proved to help our class come up with a comprehensive market entry strategy for G&G," said Kissaw.
The presentation to G&G covered several aspects of the market the company would serve if they entered the United States. The students presented on everything from competition, customers, partners, marketing and market size to laws and regulations.
"We were able to give G&G a list of key challenges or hurdles they may face when they enter the United States," said Kissaw. "This was in an attempt to better prepare them for certain pitfalls that they might not see coming because of how different the market is in the United States."
Maintenance of railway tracks is a basic requirement of safe train service. Railway weed control is important because weedy tracks increase the risk of accidents. Weeds form a slippery area between the rails and the wheels, and it lengthens the braking distance. To prevent this, G&G has developed a weed recognition spray system that has more benefits in terms of cost, environmental protection and safety. G&G says they do spot spraying as oppose to their competitors who do blanket spraying. As a result of the spot spraying, there is 50-60 percent less chemical used.
In addition to their railway weed control technology, G&G also manufactures parts and provides rail industry service support. Currently, rail systems in Belgium, the Netherlands, Sweden, Denmark, Norway, Hungary, Spain and Austria are using G&G products.
"We were impressed with the students' presentation," said Bence Molnár of G&G Plant Protection and Trade Ltd. "We knew that they were entering a new field of business which they would be somewhat unfamiliar with in the beginning, but the class did a great job of identifying the key elements of the industry, and the main barriers we should overcome as a company if we are to enter the U.S. market."
When asked if G&G would be implementing any parts of the market strategy, Molnár said, "There were several great ideas we will clearly consider and some of them are going to be done for sure in the very near future. Our company is going to attend the Railway Interchange Exhibition in Indianapolis this September, which is going to be our second appearance in the U.S., and we will implement some of the marketing strategy ideas presented by the students. As a small family owned company, we honestly appreciate the work the students have done for us."
"The team provided a lot of value for G&G," said Liberatore. "我们一直在做与其他MBA团队，以及项目，模拟和案例比赛，但是这是第一次我们的行政人员工商管理团队已经能够告知公司。这是突破性的我们。"