CRUMPLER OPERATIONS CASE STUDY

Role
produces heavy- duty, tough messenger bags
it is now a global business
began in 1992 in a small factory in Melbourne

Aim: to differentiate the business products from its competitors rather
than using a cost leadership strategy

Aim achieved through:
- better quality products
- vast variety of products in its range
- more features and versatile applications
- incorporation of new technology
- clever design
Influence
Globalisation
- Between 2007- 2010, Crumper has launched retail stores in NY, Toronto,
Manila and Singapore

Quality
- Through research, they realised the existing bags were not satisfying
customers. So they are more water resistant, rip resistant and of high
quality
- Bags have inner protective lining and padding

Competition
- Comes from Lowerpro and Tamrac

Technology
- 3D software programs
- development in production of clothing and communication are significant
- Communication through emails, fax, etc.

Social and environmental responsibility
- Ensures durability of all products
- Recycle nylon
- Eco bags are a new entrant to their market







CRUMPLER OPERATIONS CASE STUDY
Processes
Inputs
- Key Materials: are heavy duty riptop nylon + threaded to produce bags
- Information: EXTERNAL business learnt new stitching method =
durability extensive data with design specifications (filed)
- Customer: collate customer requirements
- Monitoring blogs, social sites to improve + design bags

Transformation processes
- Low variation in demand
- Volume of outputs increased
- Variation: most significant influence; need to produce different styles,
colours, etc.
- Batch-type production method; few 100 of each style of bag produced


Outputs
- began with a simple messenger bag, now offers an extensive range of
bags
- customer service: differentiate itself by providing a high level of
customer service at point of sale and after.
- No questions asked policy when dealing with repairs/ replacement
- Warranties: provides a lifetime warranty on zippers, buckles, fabrics,
bindings + workmanship on their bags
- Business calls this till- death- do- us- part warranty

Strategies
Use of differentiation strategies in order to sustain a competitive
agvantage over its competitors rather than cost
Performance objectives
Speed
- Influences wholesaling cost. Increasing the number of bags created with
minimum inputs.
- Making more in less time
Dependability
- Products are made with a high quality standard meeting customer
expects
- Use differentiation strategies in order to sustain a competitive
advantage over its competitors rather than cost
Flexibility
- Switching to new models and/or variations to meet the changes in
customer wants and change in the market
- Flexibility in volume- now quickly operations can
Customisation
- Gives customers an option to change the internal configuration of the bag
- The use of Velcro allows customer to move, add or remove dividers
New product design
- Improving existing products + developing new bags for electronic devices
- Improves its comfort design + clever compartments included
- New materials which will require new equipment e.g. entertainment +
tech
Supply chain management
- recent affiliation with 2 German partners, brought a lot of enterprise in
supply chain management
- due to costs rising, there is a lack of control in supply chain
- products available in stores to prevent disappointing customers
CRUMPLER OPERATIONS CASE STUDY