Tesis profesional presentada por Mariella Olea Hernández

Licenciatura en Administración de Negocios Internacionales. Departamento de Negocios Internacionales. Escuela de Negocios y Economía, Universidad de las Américas Puebla.

Jurado Calificador

Presidente: Dr. Francois Bernard Duhamel
Vocal y Director: Dra. Elizabeth Salamanca Pacheco
Secretario: Dra. Adoración Rodríguez Batres

Cholula, Puebla, México a 3 de mayo de 2007.


Headland Machinery Pty Ltd is an Australian family owned company co-founded in 1949 in Melbourne, Victoria by Di and Peter Kloe. Headland imports machinery and spare parts from suppliers worldwide, especially from Germany and Japan. Today, the company has three other branches in Australia together with a network of resellers and service contractors around the country. The branches are in Queensland (Brisbane), New South Wales (Sydney) and Western Australia (Perth).

Headland machinery has a good reputation through the state of Victoria due to their long presence in the manufacturing market. The company´s position in the manufacturing industry together with their overseas partners ensures that Headland is constantly offering and servicing leading edge technology.

Headland belongs to four different industries: sheet metal, precision engineering, fabrication and storage systems. The company´s services covers; lasers, plasmas, punches, press brakes, CNC retro-fits, electronics, calibrations, guarding systems, PLC programming among others.

Headland Machinery bought Wickman in February of 2006. Wickman was a medium sized company with over a hundred employees specialized in precision engineering. After Headland acquired the company, the main problem it faced was the lack of proper industry knowledge and experience to position itself in a very competitive market. The following investigation exposes the current situation of the company and the market, a diagnose of the problem is given as well as proposed solutions.

Índice de contenido

Portada (archivo pdf, 16 kb)

Capítulo 1. Examination of an Environment of Potential Problems (archivo pdf, 49 kb)

  • 1.1 Overview
  • 1.2 Evaluation of Potential Problems
  • 1.3 Problem Definition
  • 1.4 Work and Tasks in the Apprenticeship

Capítulo 2. Diagnose of the Problem (archivo pdf, 187 kb)

  • 2.1 Industry Overview
  • 2.2 Problem Overview
  • 2.3 Internal Company Analysis
  • 2.4 External Industry Analysis
  • 2.5 Industry Key Success Factors
  • 2.6 Industrial Marketing Framework

Capítulo 3. Research of a Solution to the Problem (archivo pdf, 137 kb)

  • 3.1 Exploratory Investigation of Alternative Solutions to the Problem
  • 3.2 Evaluation of the Solutions
  • 3.3 Selected Solutions

Capítulo 4. Planning the Execution of the Solution (archivo pdf, 35 kb)

  • 4.1 Sales Plan
  • 4.2 Detailed Sales Plan

Capítulo 5. Conclusions (archivo pdf, 33 kb)

  • 5.1 Conclusions
  • 5.2 Recommendations

Referencias (archivo pdf, 27 kb)

Apéndice A. Glossary (archivo pdf, 24 kb)

Olea Hernández, M. 2007. Diagnose and proposal solution of an identified problem in headland machinery proprietary limited “Build Headland-Wickman market recognition through its supplier association”. Tesis Licenciatura. Administración de Negocios Internacionales. Departamento de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Mayo. Derechos Reservados © 2007.