Free Management Dissertations - Executive Summary Lagoon Workscope Had Acquired A Double-glazing Window
EXECUTIVE SUMMARY
Lagoon Workscope had acquired a double-glazing window manufacturing company two years ago and the result of that was finding them in a new market dealing with an alien product, Cavity Closures for windows for the new build segment in UK.
Lagoon’s lack of market intelligence, viability of selling this product and lack of knowledge on existing competition were some of the reasons which resulted in them recruiting external consultants to help with the problem. This was to provide them with comprehensive information on an analysis of the market, thus helping Lagoon formulate a strategy in order to exploit the market opportunities available. The team which was headed by me put in place to handle this project started with Soft Systems Methodology (SSM) concepts to put together the process of information gathering, understanding the tasks, focusing on specific issues and finally offer a possible strategy moving forward. Further to this the team targeted construction companies, cavity closure suppliers/profilers/assemblers, window manufacturers/suppliers and construction equipment wholesalers to get a better understanding of the cavity closures market. The information was collected through the Internet, telephone calls, and emails. We also carried out a SWOT and Porters 5 forces analysis to gauge the market place and explore possible competitive advantage for Lagoon’s cavity closures unit based on the information available. The conclusion to this report was that the market is already inundated with competition; the market routes are complex and are based on existing relationships between vendors. Given Lagoon’s existing position and future potential we recommend that Lagoon should try and sell windows and CC (Cavity Closure) as a packaged deal. They should engage in developing their product to offer welded cavity closures. Lagoon needs to be more visible in the market, identify core competencies and develop differentiating advantages.
INTRODUCTION
This paper is based on a two-week consultancy project for Lagoon, which was founded in the year 1945. The organisation employs over 6000 employees across 80 business locations across the UK, generating £250m income annually. Lagoon’s business is split up in various business units like packaging and printing, automotive and textile to mention a few.
This project is specifically for Lagoon’s Workscope division, currently utilizing 18 factories, and a business unit, which contains diverse businesses, from a double-glazed windows producer to a filters manufacturer. We are currently focusing on a new product called the ‘Cavity Closure Box Section’, which is used, in the new-build housing market.
The primary objectives of this project are to explore the market and the opportunities available for this new product in order to enable Lagoon to exploit possibilities for more efficient and effective market penetration, as well as future market development activities.
Dissertations - Free Management Dissertations
