Case - Concept Design Services

Submitted To:-

Dr. Atul Razdan

Submitted By :

Arpan Kumar Gogoi (20) Rohan Yadav (39) Shikha Chaudhary (45) Vidhu Prabhakar (59) Vivek Kishor Swamy (62)

15-Jun-12

MBA Oil & gas, Sem-II, Group-X

CDS As an Company
Founded in 1960s One of the most profitable Homeware Business. Moved from making Industrial moldings mainly used in Aerospace

Sector and some cheap homeware items under the Focus brand name to making very High-Quality (Expensive) Stylish Homeware items with a high Design Value. Transformed from being an Inward-Looking Manufacturer to a Customer-Focused Design and Make Operation Firm. Integrated Services Provider Most of the new business came from the partnerships formed with Design Houses and started offering a complete service of Manufacturing and Distribution Now a Business-to-Business company rather than a Business-toConsumer Company.

15-Jun-12

MBA Oil & gas, Sem-II, Group-X

Move Into Concept Product

Linda Fleet (CDSs Marketing Director) - The Mastermind behind

the move into higher margin Homeware Products. She decided to develop a whole co-ordinated range of homeware items and to open up a new distribution network for them to serve up Market Stores, Kitchen Equipment and Speciality Retailers. Within a year of launching their new range of kitchen homeware under the Concept brand name, over 3000 retail outlets signed up, provided with point-of-sale display facility. Press Coverage reinforced by product placement on several TV cookery and Life Style programes generated an Enormous Interest in the newly launched products. Price Realization of Concept Products was many times higher that for the Focus Range of products 75% of revenue and 90% of profit were now being generated by the Concept products.
MBA Oil & gas, Sem-II, Group-X

15-Jun-12

Move To Design House Partnership

Over the last 4 years, CDS was involved in designing, manufacturing

and distributing products for some of the more prestigious design houses. Likely growth of this kind of business in Europe due to appreciation from Design Houses towards ability to offer full services. CDS offers Designing of Products, Manufacturing Expertise , Distribution Services with conjunction with the design houses own design staff which they wont get elsewhere. Employed professionally respected Designers and earned a reputation for being able to translate difficult technical designs into manufacturable and saleable products Added valued services like Call Centers, Warehouse and Distribution Resources were offered to the Customer. Most Successful Collaboration Italian Designer Villessi.

15-Jun-12

MBA Oil & gas, Sem-II, Group-X

CDS- CHALLENGES
Though the company was successful but it had to face certain

important issues like:Continuous development of the new products with creativity and innovation. Strained relationship with the designers and other parts of the company Sales forecasting issue Issue of expansion of the companies business& entering into totally new market

15-Jun-12

MBA Oil & gas, Sem-II, Group-X

CDS :- PROBABLE SOLUTION

Retention of professionally respected designers already working for

the company. Recruitment of new talents. Encouraging out of the box innovations and thinking. Ample and effective actions & tactics to be followed to improve the strained relationships. Effective forecasting strategies to be implemented . Proper market study so that the can enter into new market both globally and productwise.

15-Jun-12

MBA Oil & gas, Sem-II, Group-X