CARPENTER, MARANGOS & CO.

Management Consultants
Delivering solutions

Case Studies
1 Better Utilisation of Time 1
2 Innovative New Product
3 Building Distribution
4 Countering Scepticism
5 Better Utilisation of Time 2
6 Recapturing Market Share

Text Box: CASE STUDY 6 - Recapturing Market Share A major tennis racket manufacturer had a French subsidiary which had seen sales drop from 65,000 rackets to 22,000 in one year. Our brief was to reverse the trend. An inexpensive market appraisal soon highlighted the problem. Although the then Wimbledon Champion, John McEnroe, was still playing with a wooden Dunlop Maxply, all other top level players were playing with either metal or ceramic rackets. The company in question had not yet developed metal or ceramic rackets in their own factories and did not intend to introduce them until the UK factories were converted to these new materials. This would have reduced the company's market share still further. We suggested to the UK factory that they continue to produce some of their best selling, top of the range rackets, as well as the very cheap beach tennis rackets - only in reduced numbers. The company should then source from Taiwan for that one season, while the UK factory was converted, using Kunan, the same manufacturer which all of the other major brands used. To ensure that the French market was guaranteed the sales promised, 5,000 new style rackets were flown to Paris for SISEL, the French sports trade fair in September. This ensured that delivery for the Christmas trade was safe. Most of the competition waited for the spring selling offensive. The orders taken during the initial three months were for 67,000 rackets. Consequently we have been asked us to return in 2 months both for another "coaching" morning as well as asking us to work on a "total corporate identity package".   These tests have now been given the go-ahead and will be carried out in 1998.

 

  
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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