- Designs, engineers and manufactures aluminium flight cases - secondary
- Niche market mainly business to business
- Small business - George 60%, production manager, marketing manager, finance director... 20 employees
- 30 years experience LTD
- Objectives = increase profitability, ethics and maxiumise book value
- Strategy = increase output exported to 50%
- Cash cow> standard cases. Bespoke higher profit margin
- Cell production - divided into set of tasks completed by a work group
- Visit customers
- Bank overdraft but need money for objectives
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