With 650 employees, Cap Corp is a large supplier of the automotive industry that has experienced extraordinary growth in the past decades. From being a domestic manufacturer supplying the Korean automotive industry only, Cap Corp has developed into an international player with customers in Asia, Europe and North America, manufacturing in Korea and China, and sales offices in Detroit, Tokyo, and Frankfurt. Between 1995 and 2013, sales have grown from 1mio USD to 100mio USD.
Watch the movie to learn about the drivers of Cap Corp.’s differentiation strategy in a highly concentrated market.