Essays on Strategic Management - Ceramic Fuel Cells Limited Case Study

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The paper 'Strategic Management - Ceramic Fuel Cells Limited" is a great example of a management case study. This report assesses the successes of the SOFC technology as an alternative energy source, its benefit to the economy in the company’ s push towards a global presence. The report also analyses the internal and external environments at CFCL coupled with their impact on business performance. About Ceramic Fuel Cells Limited (CFCL) Ceramic Fuel Cells Limited (CFCL) has been a world pioneer in the provision of clean electricity on-site by using fuel cells. The company is Australian- European whose core objective is the commercialization of the technology of a fuel cell for the purpose of serving power needs that are small-scale and stationary in characteristic.

In September 2011, the company’ s revenue from sales had increased by 81% to 3.5 million Australian dollars (CFCL- Annual Report, 2011). BlueGen® , one of their products, had over 200 orders, both in BlueGen® and micro- CHP products from customers, further solidifying CFCL’ s reason for existence. Strategic Management This subject entails a specification of a firm’ s vision, mission and objectives, policy and plan development- via programs and projects designed for the achievement of stated objectives, and resource allocation for implementation of the policies, plans, programs and projects.

It’ s focused not just on how the company can boost its performance but on ways in which it can lead to the market. CFCL’ s mission is the maximization of naturally- occurring resources, in this case, natural gas, via facilitating its conversion into energy-efficient electricity using fuel cell-powered generators and ultimately pushing sales volumes in both its current and emerging markets across the globe. This is explicitly described in CFCL’ s major aim of reduction of reliance on one end-user market by means of increasing on volumes and demand aggregation from various markets, CFCL has been on a consistent push towards fuel-efficient energy by selling a generator that is of high efficiency and has minimized emissions (environmentally friendly) across existing markets in Europe and the United Kingdom and markets emerging in Japan, Australia and USA.

References

Ceramic Fuel Cells Limited. (2011). Annual Report 2011. Retrieved from http://www.cfcl.com.au/Assets/Files/20111019_CFCL_Annual_Report2011.pdf

Cuevas-Cubria, C., Schultz, A., Petchey, R., Beaini, F. & New, R. (2011). Energy in Australia 2011. Retrieved from http://www.ret.gov.au/energy/Documents/facts-stats-pubs/Energy -in-Australia-2011.pdf

EcoGeneration. (May-June 2008). Ceramic fuel cells- Completing clean energy generation. Retrieved from http://ecogeneration.com.au/news/ceramic_fuel_cells_ _completing_clean_energy_generation/002105/

GlobalData. (February 17, 2012). Ceramic Fuel Cells Limited (CFU) - Financial and Strategic SWOT Analysis review. Retrieved from http://pdf.marketpublishers.com/global_data/ceramic_fuel_cells_limited_cfu_financial_ _strategic_swot_analysis_review.pdf

Traditional Equities. (2010). Nanotechnology Market Review: Fuel cells technologies. Retrieved from http://www.itmpower.com/cmsFiles/investors/Tradition_FuelCellReport_Apr2010.pdf

Wachsman, Eric D. & Singhal, Subhash. (2009). Solid Oxide Fuel Cell commercialization, research and challenges. The Electrochemical Society Interface, Fall 2009, 38-43. Retrieved from http://www.electrochem.org/dl/interface/fal/fal09/fal09_p038-043.pdf

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