Preview

Manchester Products

Satisfactory Essays
Open Document
Open Document
903 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Manchester Products
Brand Transition Strategy
Britt Miller and Rebecca Orsher

EXECUTIVE SUMMARY
• Background: Acquisition of Paul Logan Home Furniture
Division
– Add strengths of design, brand awareness, market leadership, distribution channels

• Problem: Design a brand transition strategy to transfer Paul
Logan brand to Manchester Home
• Analysis: 5 “Cs”
• Recommendation: Gradual transition first linking Paul Logan to the Manchester name to build brand awareness then phasing out Paul Logan once target brand awareness has been reached as measured by another target consumer survey
– Utilize both push and pull marketing strategies to drive distribution channels and consumers

ACQUISITION
BACKGROUND & OVERVIEW

MANCHESTER







Leading manufacturer of premium office furniture
Revenues $2.33 billion in 2004
Home lines currently include
Recliner, Home office,
Media/Entertainment furniture
Home sales expected to grow 30% in 2005, from $260 million
Want to leverage manufacturing expertise and production capacity into household furniture
Goal: To provide a complete family of household furniture products in the mid- to upper-price points.

PAUL LOGAN






Furniture Division revenues $990 million in in 2004
Number 1-2 in market share and brand recognition
Well established sales force; strong ties to leading distribution channels; talented design team
Sold Furniture Division to refocus on its competencies in fashion and textile design. 5C’S OF THE ACQUISITION
Company
• Manchester Home expanded household furniture division by adding market leader PLFD
– Addition of 990 million in PLFD revenues
– Addition of established sales force, talented design teams
– PLFD’s Signature Style line very popular with consumers

• Ability to combine PL design skills with MH engineering and manufacturing – Manufacturing expertise and ergonomic designs

• Concerns
– How to tie-in PL’s bold designs with MH’s conservative

You May Also Find These Documents Helpful

  • Good Essays

    Victoria Chemicals

    • 864 Words
    • 4 Pages

    The treatment of conflicts of interest and other ethical dilemmas that may arise in investment decisions.…

    • 864 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Burts Bees

    • 387 Words
    • 2 Pages

    1. Does Burt’s Bees’ pricing strategy truly differentiate it form the competition? (Armstrong & Kolter, 2013)…

    • 387 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Natural Blends Inc

    • 920 Words
    • 4 Pages

    So the bottle neck operation is the Concentration process and the production rate will be 13,500 lbs/hour. A cycle is completed in 2hrs.…

    • 920 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Natural Blends Inc

    • 594 Words
    • 3 Pages

    Since we have bottleneck on process 3 (Filtration – with lowest production capacity in total 8hrs) then all process should be following process number 3 with downtime 30min for filter change. So we only can get maximum output from Concentration process is 108,000 lbs = (4 x (18,000+9,000)) = 108,000 lbs…

    • 594 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Caledonia Products

    • 1172 Words
    • 5 Pages

    As a new intern for Caledonia Products, my CEO, Mr. V. Morrison has given me one of my first unsupervised assignments will be to provide the company with a financial analyst, that will include providing the calculations of cash flows associated with a new investment that the company is considering investing in. As I am an intern, I have not been asked to provide a recommendation just an analyst. (Keown Martin, Petty 11)…

    • 1172 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    We need to determine whether Sterling possesses the key success factors necessary to expand internationally into the UK. Our analysis will evaluate the feasibility of Sterling's international expansion via exporting, licensing and branching.…

    • 1051 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    The Leeds Livery

    • 1555 Words
    • 6 Pages

    Hugh Tudor, a retired office manager wants to invest in a small business that provides him with additional income and a challenging entrepreneurial experience. Should he invest in the local British pub? What is the best investment strategy that can help him attain additional income with minimum risk?…

    • 1555 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Sterling Marking Products

    • 955 Words
    • 50 Pages

    MEMO To: James Ondracek From: Sumei Rey CC: Grigorios Livanis Date: July 27th 2014 Re: Foreign Market Entry Proposal – Mark Maker To achieve Sterling’s objective of increasing revenue and to capitalize on opportunities in foreign markets, particularly the UK, it is critical to develop a strategy on foreign market entry. While I understand management’s concerns regarding focusing on new product innovation and managing a foreign branch, I am confident that these can be addressed and that revenues can increase.…

    • 955 Words
    • 50 Pages
    Powerful Essays
  • Satisfactory Essays

    Caledonia Products

    • 632 Words
    • 3 Pages

    1. Why should Caledonia focus on project free cash flows as opposed to the accounting profits earned by the project when analyzing whether to undertake the project?…

    • 632 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Victoria Chemicals

    • 933 Words
    • 4 Pages

    I am pleased to share my concerns, analysis and recommendation about the Merseyside Project with you. Your DCF analysis is excellent and helpful. However, I have to make some changes to it. The memo will be divided into 6 parts.…

    • 933 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Harrison Products

    • 939 Words
    • 3 Pages

    Harrison Products Inc. (HPI) is a global manufacturer of molded plastic products and metal products that are used in the auto industry, food and beverage industry (containers), and in a variety of other products and packaging materials. HPI has several manufacturing plant located world-wide, generally in locations convenient to the company’s most significant customers.…

    • 939 Words
    • 3 Pages
    Powerful Essays
  • Better Essays

    Victoria Chemicals

    • 788 Words
    • 4 Pages

    (2) Payback period evaluates how long the project is going to take to reach break-even point.…

    • 788 Words
    • 4 Pages
    Better Essays
  • Good Essays

    American Home Products

    • 492 Words
    • 2 Pages

    How much financial risk would the company face at each of the proposed levels of debt shown in Exhibit 3?…

    • 492 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    The Dublin Shirt Company

    • 259 Words
    • 2 Pages

    |Personalia | | | | | |Naam: | |Piet de hof | | | |Adres: | |Marniksweg 1 | | | | | |1901 tB Den Hare | | | |Telefoon: | |0123-456789 | |…

    • 259 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Victoria Chemicals

    • 475 Words
    • 2 Pages

    Should the costs, or potential costs, associated with the increase in the CPI be included in “minimum lease payments” as defined in ASC 840?…

    • 475 Words
    • 2 Pages
    Satisfactory Essays

Related Topics