SENNHEISER
“The pursuit of the perfect
sound”
By:
David Velásquez
Sebastián Osorio
Luisa Zapata
Samuel Escobar
MISSION
‘We are shaping the future of the
audio industry, based on our history,
our culture of innovation and our
passion for excellence.’
HISTORY
1945-1955
The company was founded in 1945, by Dr.
Fritz Sennheiser as the ‘Laboratorium
Wennebostel’ or Lab W.
Their production varies from microphones,
measuring equipments and geophysical equi
pments.
1956 – 1965
In1958 Labor W is renamed Sennheiser
electronic.
The develop revolutionary products the first
answering machine (1961), first baby
monitor, the so-called "Babysitter“ (1962), M
101 mixer (1965).
1966 – 1975
Sennheiser develops the world’s first open
headphones. With more than 10 million units
sold, the HD 414 remains the bestselling
headphone ever.
1976 – 1995
During this years they start to expan all over
the world
Founding of Sennheiser France (1988)
Founding of a third production plant in
Ireland (1990)
Founding of Sennheiser UK (1990)
Founding of Sennheiser Electronic
Corporation, USA (1991)
Founding of Sennheiser Belux (1991)
Founding of Sennheiser Canada (1991)
Founding of Sennheiser Asia (1992)
Opening of Sennheiser Nederland (1995)
Founding of Sennheiser Mexico (1995)
2001 – 2010
Founding of Sennheiser Innovation
(Schweiz) AG, with the aim to identify
market trends and customer needs that will
emerge in five or more years (2008)
Official opening of Sennheiser Japan (2008)
2011
Sennheiser has been divided into three
organizational divisions: Consumer
Electronics, Professional Systems and
Integrated Systems, enabling each of the
respective business divisions to offer
stronger market and customer orientation.
2013
Sennheiser opens a new subsidiary in
Switzerland
Sennheiser opens sales subsidiaries in
Australia and New Zealand.
GLOBALIZATION
• Subsidiaries
• Service
Center
• Commercial
Airline
Market
• Communicati
ons sales
COMPANY CULTURE
GOAL
ORIENTED ‘We are shaping the
future of the audio
industry, based on our
history, our culture of
innovation and our
passion for
excellence.’
GERMANY’S
PESTEL ANALYSIS
POLITICAL
The government is parliamentary and a
democratic constitution emphasizes the protection
of individual liberty and division of powers in a
federal structure.
Germany suffered deeply during both wars in the
20th century with the Nazism, Hitler and
Holocaust.
It is a recent country declared itself the Federal
Republic of Germany in 1990 and it’s part of the
EU
Today enjoys of political instability, freedom of
speech.
The capital is Berlin, the currency is the Euro and
has about 85 million people.
Angela Merkel is the current chancellor.
ECONOMIC
Largest Economy in Europe and the 4th
largest in the World by GDP.
Leading exporter of machinery, vehicles,
chemicals, technology and equipment.
The integration in the economic field has
been a big challenge sin the unification of
east and west germany in 1990.
It’s been recovering from a long recession.
Reforms such Harzt IV helped with the
unemployment and pension deficit.
SOCIAL
Major Cities : Capital—Berlin, Hamburg, Munich, Colog
ne, Frankfurt, Stuttgart , Hanover
Official language: German
National Festivals such as the Oktoberfest
Damage of social pride after WWII and the recovery of
it after the World Cup 2006
Its society is shaped by a plurality of life styles and
truly different ethno-cultural diversity.
Home of famous musicians, phylosophers and
scientists
Friendly, punctual, efficient and organized society
Stereotypes about Nazis and unpoliteness
TECHNOLOGICAL
German industry is very diversified and in many
sectors it is a global leader.
The most important branch of the economic
activity in Germany, with traditionally a very high
share of total economic production, is industry.
Germany is the world’s third largest automobile
producer, with more than 70 percent of vehicles
produced here intended for export
Germany’s most innovative sectors with above
average growth rates are those of technologies
for the use of renewable energies as well as
information technology and bio-technology.
LEGAL
The administration of justice is divided into five branches: ordinary,
labor, administrative, social and financial courts.
The plaintiffs and the accused can appeal against a court ruling.
The law of the Federal Republic of Germany applies to virtually all
aspects of life.
Germany’s legal system has been shaped by constitutional law but
is also influenced by the law of the European Union and by
international law.
The legal stability attracts foreign companies and is to the benefit
of investments and entrepreneurial activity in Germany.
Business-life in Germany is based on the principle of competition.
ENVIRONMENTAL
Industrialization has taken its toll on
Germany’s environment, including that of
the former GDR - Global Depositary
Receipt.
Germany has 107 cu km of renewable
water resources, of which 86% are used for
industrial purposes.
relies principally on fossil fuels as sources
of energy
Acid rain resulting from sulfur dioxide
emissions, is damaging forests.
Green energy is been highly promoted in
the past years.
INTERNAL
LY ‘We make an active
ORIENTED contribution to the
shape of today’s
and tomorrow’s
markets, and set
new standards with
our innovative
achievements.’
“Intensive collaboration and the
STRICT continual development of
GOAL
WORK modern forms of cooperation
ORIENTED
DISCIPLIN enable us to successfully
E complete the steps in our
work processes and instill a
lasting team spirit in all areas
of our business.
“Our extensive range of
training and further
education options offers all
our staff the chance to
expand their horizons on a
professional and personal
PROFESSIO “Perfect tone,
NAL exhilarating sound, an
outstanding acoustic
experience, excellent
Sennheiser
technology: achieved
by around 2,100
employees worldwide
– all linked by a
common purpose that
OPEN
SYSTEM
‘Sennheiser is an
international
company. Our
company reflects the
cultural variety of
the markets we
serve.’
EMPLOYEE
ORIENTED
‘Reliability and
integrity are the
foundation for our
relations with our
business partners
and employees.’
DEGREE OF
IDENTIFICATI
ON WITH THE
ORG. “Because everyone at
Sennheiser lives
and loves first-
class audio, we
want each and every
one of our customers
to be able to do the
same.”
DEGREE OF
ACCEPTANCE
OF
“Close integration
LEADERSHIP
STYLE
and constructive
interaction between
our teams – from
R&D and
manufacturing to
marketing, sales and
many other
departments – form
CODE OF CONDUCT
Member of the German Electrical and Electronics
Industry – ZVEI (“ZVEI Code of Conduct for Corporate
Social Responsibility”)
Human rights and labour conditions
We respect and promote human rights as formulated
in the United Nations “Universal Declaration of Human
Rights”.
Environment and society
Pursuant to the principles of the Rio Declaration, we
undertake in the interest of a sustainable and fair
economy to act in an environmentally conscious way
and to handle natural resources responsibly.
We are aware of our social and economic
responsibility in the countries and regions where we
are in business. We accordingly support our employees’
civic commitment.
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VALUES
Integrity
Respect
Entrepreneurial Spirit
Empathy
Excellence
Passion
Curiosity and Openness
CORPORATE SOCIAL
RESPONSIBILITY
Even in the earliest stages of developing new
products, we take care to use resources
responsibly to save the environment.
Our management team has firmly embedded this
objective in our corporate guidelines.
In the manufacture of Sennheiser components, we
rely on innovative technology that as far as
possible minimizes their environmental impact.
The same applies with how consumers use them.
Environmental protection is a consistent
theme throughout a product’s life cycle.
BIbliography
1. Sennheiserelectronic GmbH & CO KG.
(2014). Sennheiser the pursuit of per
fect sound. Retrieved from http://en-d
e.sennheiser.com/
