Case Analysis on ICI Fibres LTD

Case Analysis on ICI Fibres LTD - Case Analysis On ICI...

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Jianjun Ren Executive Summary Malcolm Hand, tarpaulin end-use market manager at ICI Fibres Ltd., was under pressure from senior management and contemplated how he could increase sales of Terylene fiber for tarpaulins in Great Britain. In a word, the strategic problem facing ICI Fibres was in the area of quality and productivity in its polyester position. My recommendation mostly focuses on how the firm can promote its brand. Brands are the face of a business strategy, and getting the brand strategy right is often a route to making the right business strategy decisions ( Strategic market management, P261 ). Through promoting brand and enhancing the marketing, the markets should be more and larger and it will basically solve the problem of increasing sales. Statement of the Problems About the short term problem, the Terylene/cotton core spun yarn was made by using a Terylene fiber core for strength and spin cotton around it. However, the weaving process tended to strip cotton away from the Terylene. Hence, the proofing process was not completely successful, and the finished tarpaulins leaked. Lack of technology, technique and innovation, the products of the mills would not be competitive enough due to the poor productivity. Therefore, the root cause of the problem should be adopting the outdated techniques and no innovation. In a long term, the problem might be how to increase sales of Terylene fiber for tarpaulins which was also the major problem facing Malcolm Hand. ICI’s partner, Eckersley Mills had lots of competitors like Jackson, Smithson, and Waterside. Customers had their own trends of purchasing, whatever they are large or small truckers. The competition was strong even grim. Certainly, marketing adverse must be the main cause. So the root cause of the problem was the strong competition and poor marketing. Cause of the problems
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This note was uploaded on 06/07/2011 for the course BMKT 856 taught by Professor Seshadri during the Spring '11 term at UNL.

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Case Analysis on ICI Fibres LTD - Case Analysis On ICI...

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