1. Chuan Shi MIAO
David Lacey

2. Bruynzeel Kitchens
MASTERING COMPLEXITY

3. Intro
 Dutch Company
 Make /Sell Kitchens

4. 2005
Situation Aims
 56% Market Share  Double its market share
(Construction ) (Retail)
 Didn't wish to exceed 60%  Maintain lead
 3-4% Market Share (Retail) (Construction)
 93% Brand Recognition  Expand into Europe
among Dutch people

5. Exploration
Reasoning Issues
 More profit in retail  Company structure didn't
 Overreliance on support retail
construction  Poor supply chain
 2000 stores synchronization
 40 million combinations
 More demanding
customers

6. Changes
 Dropped from 1800 to 300 suppliers
 Implemented Lean manufacturing
 Management stated they wanted to create a
car factory that builds kitchens
 Built an experience around the customer

7. Excluded information?
 Bruynzeel Kitchens was a division of
Bruynzeel
 Boplac is a forestry company that operates in
Africa
 What is unclear is the relationship that exists
between Bruynzeel and Bruynzeel Kitchens at
present

8. Value Chain

9. Success?
Year Store Qty
 41 Retail stores 2004 19
2005 23
2012 41
 Decline in construction
 ERP failure can destroy a company

10. Space utilisation
 How many home offices in the world?
 Are they fit for purpose?

11. Industry
 Competition from German companies
 Mid to Low ranges are gaining popularity
 Timber is gaining market share
 Access is this years issue
 Inter cultural meaning

12. What is a Kitchen
China Ireland
 Place to prepare, store and  Place to prepare, store and
consume food consume food
 Isn't it?  Isn't it?

13. What do we do in them
China Ireland
 Cooking  Listen to the radio
 Eating  Read the paper
 Talk  Entertain
 No oven generally  Talk
 Ironing

14. Chinese Kitchen Market

15. What’s going on?
 Political Environment
 Economic Environment
 Social cultural Environment
 Technology Environment

16. Future
 Design for people as well as uses
 Space developers not kitchen manufacturers

17. Q &A ?