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THE APPLICATION. ALCOCK! S JOINERY LIMITED: THE CORPORATE PLAN FOR THE PERIOD FROM APRIL, 1990 TILL MARCH 1993 G
History of activity of company Alcock! s Joinery it has been based in 1975 Fredom Alkokom in a small workshop on territory of an industrial zone in the Lincoln. In a year of the basis of company Fredu Alkoku there were 33 years: it has finished the study at the age of 21 years. Then its employer has gone bankrupt, and Alkok has lost job. In the mid-eighties Alkok has employed three skilled cabinet makers (mebelshchikov), joiners, the manager (for the incomplete working day) and the bookkeeper. The most part of sales carried out itself Alkok. The company was considered enough "old-fashioned", but quality of joiner's jobs and furniture manufacturing has brought to it good reputation, therefore it became one of the best in a city of suppliers of the built in kitchen sets made under the individual order.
the Purposes
To Increase net profit from sales and to finish it to 8% by 1993 Maintenance of reputation of the manufacturer of high-quality joiner's products and furniture.
Constant expansion of the enterprise, but no more than 16% a year. To reduce working hours Freda Alkoka and to involve subcontractors.
Strengths
High-quality kitchens reasonable prices
Orders for 6 months Excellent local reputation
The "Devoted" companies workers
Good level financial
The control
Good relations with bank
Favorable possibilities
Separate furniture
Restoration of old habitation
Increase in incomes
The Main competitor has closed the enterprise
Weaknesses
Dependences on orders for kitchens Limitation of the working areas by 1992 Shortage of assistants Nonprofessional level of trade
"Old-fashioned" image Fred Alkok works too much
The Lack of the internal information of Danger
The High rent in additional premises has opened Recently new joiner's firm Saturation of the existing market by 1993
Subcontractors stop the activity
the Choice of variants of strategy
Production: to continue to let out the same assortment; to modernise kitchen sets; to project separate furniture.
Manufacture: to find new premises by 1992; to replace a lathe in 1991; to find pupils in 1991; to lower a share of job of subcontractors.
Marketing: to develop the prospectus and to dispatch by mail for a choice of the list of products; to continue an existing commercial policy; to study demand for furniture.
The Personnel: to lift the salary; to enter system of participation in profits; an additional set of the personnel.
Management: it is more to trust Steve (the senior master); it is more productive to use working hours; to improve calendar and other planning.
The Finance: to increase profitability and to finance jobs on furniture manufacturing; to reconsider financing of new kinds of jobs
Strategy
Company Alcock! s Joinery will fill the basic market, having offered local customers the qualitative furniture and joiner's products under reasonable prices, and will be let out on test by new assortment of House furniture in 1991
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