Resumen de From Contract Supplier to Market Leader: A Case Study
This case study centres on a company established to manufacture accessories for the UK market leader for garden tractors. Although the company grew in reputation and established other aspects to the business, the original basis of its work still occupied 70% of prodction. When the market leader was taken over and announced almost complete withdrawal of this work, the company was faced with a reduction in turnover from more than £2 million to less than £0.7 million. The management of the company responded positively and dynamically to this seemingly terminal blow, and designed, developed and marketed their own tractor which is now, within 3 years, recognized as the UK market leader and has 5% of the European market. Links between this achievement and design theory are not immediately apparent but, on closer examination, it is possible to find them.
