Craig Manufacturing: The Commander Decision
商品編號：9B20M124
出版日期：2020/06/19
再版日期：
商品來源：
商品主題：Entrepreneurship; General Management/Strategy
商品類型：Case (Field)
涵蓋議題：differentiation;cost leadership;growth;manufacturing
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Canada; United States
產業：Manufacturing
事件年度：2011
In 2011, the vice-president of Craig Manufacturing (CM)was preparing a presentation for the company’s advisory board and senior management. Craig Manufacturing, based in New Brunswick, Canada, was a privately held, third-generation family business that manufactured attachments for heavy equipment used in large construction projects in Canada and the United States. The company had achieved a strong reputation by pursuing a differentiation strategy based on product quality, leading technology, and exceptional customer service. However, the company needed new revenue streams, as it was experiencing less demand for its customized heavy equipment attachments. The vice-president was about to suggest launching a new product line by producing attachments for mini, or compact, construction equipment and growing the company with a cost leadership strategy. However, entering this market would mean focusing on standardized products, in contrast to the company’s traditional focus on customized attachments. Would the new product line and its cost leadership strategy help propel the company to be the leading manufacturer of industrial attachments in Canada and the United States?
教學手冊：Craig Manufacturing: The Commander Decision - Teaching Note
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