3000MKT/303MKT Strategic Marketing Report

Assessment Information
This assignment is an individual assignment.
This assignment requires you to create a strategic marketing report for Thomas Crapper. Please see the case study below:

Thomas Crapper Case Study
Thomas Crapper & Co Ltd. was started by Thomas himself in London, England in 1861. The business supplied and installed bathroom and plumbing products throughout London and contributed to improvements in sanitary conditions and bathrooms in general. These include:
• Ball-cock flushing valves.
• Various waste-water valve mechanisms (syphons).
• Drainage and underground plumbing traps, to improve hygiene.
• The bathroom showroom concept.
The world’s first bathroom showroom boasted plumbed-in toilets so that clients could ‘try before they buy’, it also had huge plate-glass windows to show off the stock. Such a display was market leading and quite daring, at a time when bodily functions were never acknowledged in polite company.

The world’s first bathroom showroom (Thomas Crapper)
In 1886 the Company was engaged by The Royal Household to design and replace the drainage and plumbing systems at Sandringham House, this earned the Company the
first of its four Royal Warrants. Royal warrants signify individuals and companies who supply good or services to the Household of Her Majesty The Queen of England, His
Royal Highness The Duke of Edinburgh or his Royal Highness The Prince of Wales.
The Company quickly gained notoriety amongst the higher echelons of society and they supplied many products and plumbing solutions throughout London and the Home
Counties (counties which surround London) in particular. In 1900 the Company produced the iconic ‘Valveless waste preventer’, catalogue number 814, a designation we
still use to this day in describing our cast metal cisterns. The valveless waste preventer was the fore-runner of the modern syphon flushing mechanism that was used in many hundreds of thousands of cisterns for around 100 years and has become an ubiquitous feature of many houses and commercial buildings, including Pubs and Restaurants. Thomas retired in 1904 passing the Company to his nephew, George and business partner Mr Robert Wharam, Thomas passed away in 1910.

The Company continued to trade successfully in London, moving to number 120 Kings Road, Chelsea in the 1920’s. When Robert Wharam died, leaving no heirs in 1963,
ownership passed to a London plumbing merchant and sanitaryware manufacturer; Boldings Ltd. in 1963.
In 1999 Simon Kirby bought the Company name and set about re-creating the brand, manufacturing authentic reproductions of Victorian and Edwardian sanitaryware and
bathroom appliances. Simon succeeded in creating a small but beautiful range of bathroom pottery and brassware true in almost every sense to their Victorian origins. With
this range, Simon began serving discerning consumers and the architectural salvage market with bathroom products. Over time there was a demand for the brand through
retail bathroom showrooms and by the 2000’s around fifteen-bathroom showrooms displayed the Thomas Crapper range. Hartford Holdings (the owner of Trojan Plastics,
the UK’s largest acrylic bath manufacturer) purchased Thomas Crapper in March 2016, appointing Paul Dwyer as Managing Director. The intention was to grow the Thomas
Crapper brand into a ‘serious’ brand contending in the market against its larger, established showroom competitors. The head offices for Thomas Crapper are situated in
Huddersfield, West Yorkshire. Products are supplied by high quality manufacturers based predominantly in the UK. The companies turnover is currently £1.25 million.
Working with Adam Mosley (one of the owners of Hartford) the team set about implementing a new strategy for the growth of the Company:
 Increase the product range
 Increase the number of displaying retailers
 Simplify the supply chain
For the past four years the team have worked on the strategy have:
 Increased the range from 40 stock keeping units to around 250.
 Increased the number of retailers from 15 to 95, including new representatives overseas, including Europe, the USA and Hong Kong.
 Work continues on simplifying the supply chain, with changes made to all the major supply partners.
 Invested 10’s of thousands of pounds in new photography, brochures and showroom display discounts.

We work to a number of firm tenets when adding new products to the range, products must:
· Show meticulous attention to detail
· Be true to our British heritage
· Show the highest quality and skill in craftsmanship
· Be true to the Legacy of Thomas Crapper
· Have inherent great design and high quality
The “Crapper Difference”
This attention to detail and the fastidiousness of the previous management has given us a brilliant foundation to build on and we are using this as a strong base upon which
to introduce new products that are all true the tenets set out above, we call these details; “the Crapper difference”. For example for approved Showrooms we have a set of
minimum criteria defined for our approved showroom partners; the showroom must:
 Display at least one set of Thomas Crapper products (a set to comprise of One Thomas Crapper WC Pan, cistern and seat plus one Thomas Crapper Basin and
brassware.
 Display products from at least two alternative ‘premium’ bathroom manufacturers (brands).
 Ensure the displays are merchandised to an acceptable standard and dressed with accessories, where possible.
 Offer a design and installation service for final consumers;
 Offer a full aftersales and advice service to final consumers and installers;
 Have regular and consistent opening hours to its showroom.

These terms ensure that we have a consistently high standard of independent retail showrooms displaying and selling our products. The brand is now becoming established
in the independent bathroom sector and aims to have 120 displaying retail showrooms in the UK, by the end of 2020.

 

Your Brief/Task
Thomas Crapper have identified three potential strategic growth options;
· Contracts, especially the hospitality sector.
· Overseas, with emphasis on the US.
· A slight change in strategy, adding another element: To increase the reach and accessibility of the brand by making products more affordable; by design, NOT by reducing quality.
Thomas Crapper have tasked you to investigate the strategic options detailed above as well as exploring potential alternatives. They would like you to develop a strategic marketing report using the following structure;

 Short introduction.                                                                                                                                               External analysis
 Internal Analysis
 SWOT
 Objectives and Growth Strategy
 Marketing Tactics
Criteria for Assessment
The assignment is designed to assess the following learning outcomes:
2. Critically evaluate the contribution of strategic marketing to the overall strategic management of organisations and the pursuit of sustainable competitive
advantage.
3. Apply strategic marketing frameworks and concepts to solve marketing problems.

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