Fraser Relevant facts

Fraser

Relevant facts

• Fraser is focused on the aircraft industry.

• Has more than 50 years of experience; is one of the principal suppliers for Boing since 1960; it also has 50 millions USD annual sales.

• Columbia Plastic is a division of Fraser Co.

• Columbia Plastic has been the manufacture plastic molded skylights for use in houses and offices leader for almost fifteen years. Skylights now accounted for the 70% of Columbia sales.

• Skylights are very popular between the homemakers.

• Competition, Vancouver Light, arrived two years ago with a hard pricing campaign 20% below Columbia’s price for large orders, and is announcing an additional 10% price reduction.

• Main markets are Washington, Oregon, Idaho and Montana.

SWOT

• Strengths: 50 years of experience, sealing the joint between the roof and the skylight so that water would not leak through, Boing supplier, direct contact with builders, remodelers and retail outlets.

• Weakness: Higher price,

• Opportunities: Focus in retail customers, reinforce sales force in other states. “Skylights” are so popular that they are still bought, no matter who the manufacturer is.

• Threats: Competition, economic crisis in the USA.

Strategy

Entering a pricing competition is risky if your productivity process is not improved to reduce costs.

Do not reduce quality by trying to compete with the competitions prices.

Reinforce focus sales, only in Seattle, on the retail market, small builders and small remodelers and let Vancouver Light deal with the large builders, and then reinforce the sales force to large builders across America.

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