The case is all about CDS (Concept Design services) , earlier they were in to business to consumer business by d product name of “Focus” now they have moved from business to consumer to business to business format. They have tied up with many design house and they give them the design which they manufacture and then distribute to the customer. They also moved from manufacturing focus products to high – quality stylish home wares with a high design value.
CDS has become Europe most profitable home ware businesses; it was originally founded in 1960s. The company has moved from making industrial mouldings mainly in the aerospace sector, and some cheap home ware products.
The move into concept was initiated by Marketing Director Linda fleet. She had prior exp in decorative products industry. She had d gut feeling that correct product with appropriate promotion and marketing can earn big profits to the company. The company moved to design house partnership with the facility to provide distribution services as well. The company changed its manufacturing unit with high end machinery with many moulds which gave them around 600 % increase in productivity. The most successful design partnership was with villessi , Italian design house. Their manufacturing operations were gr8 in terms of scheduling and planning for a product. They had good machinery which utilises their full capacity. There were some challenges for the company as well as there was issue within the company as they were pushed to a limit. But it was good in some way. The main objective or key to future was building and retaining design expertise will be the key to the future.
The company had an edge with design and finishing of the product as they were into making aerospace products which gave them this expertise. Now they are the leader in euro market, but they are thinking what should be their future plans and what...