CASE JUWI FINAL

CASE JUWI FINAL - Csar Epicureo (300311) Benjamin Kraske...

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César Epicureo (300311) 15/05/2010 Benjamin Kraske (299102) Entrepreneurial finance Case Study #1 Juwi – Step in a booming industry
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Juwi is a German, Mainz based, firm specialized in producing renewable energies through photovoltaic panels, or wind power plants. .. The company has been created in 1996 and, at that time, it was a precursor in producing concretely clean energy. This anticipated start has enabled both founders of Juwi to benefit from a substantial successful growth over the last 14 years. Unfortunately, as both owners know, success is only ephemera if not cultivated. It seems that the company is now facing a crucial moment in its existence. In order to help Matthias Willenbacher and Fred Jung understand how to make the next step ahead keeping the same success as before, we would like to enable them to analyze whether their business is still viable the way it is structured or whether they need to rethink about the organization since the firm is now flying in higher skies. One of our goals is also to reveal whether Juwi should invest, and, if yes, how and where to invest, so as to keep growing without losing its initial vision and CSR. Indeed, the bosses have always set their vision as the priority of their activity rather than making money and only money. For them, protecting the environment is the essence of Juwi, then if profits are high, well, good for them. Then, we will try to give them the most precise information through answering to a series of 6 questions of theirs. Our answers and arguments will be based on reference books’ readings in a way to justify scientifically and technically our propositions. We’ll also provide them with a study of the evolution of the market of renewable energies in Europe for the coming decade. The purpose is to let them understand the situation of their environment so they might find interesting fields in which to invest. 1. Juwi is not a company like the others. Unlike most of its competitors, when closing the balance sheet, the owners will judge the year satisfying if they have managed to produce as much non-polluting energy as possible that is to say if they have managed to preserve the environment from 200 Megawatts of classic polluting power. In other words, the values of the firm are more important than a couple hundred thousands euro. They work with passion and wait for money afterwards. The interrogation that arises from this vision of business is that thinking this way might slow down the evolution and the progression of Juwi since the managers don’t necessarily look for optimal financial results. First, we could say that sticking to its vision; Juwi has the great advantage of being really close to its initial activity: producing renewable energy and protecting the environment. It happens that some companies diversify too much their fields of action and forget how to really be good at its core business. Well, this risk is not going to happen if Juwi stays close to its values and it could be seen as a positive thing because it means that Juwi will always do its
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CASE JUWI FINAL - Csar Epicureo (300311) Benjamin Kraske...

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