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Case Study > 2. WWL The company > Flashcards

2. WWL The company Flashcards

1
Q

What quality carpets do WWL sell?

A

Sell premium-priced high quality wool based carpets and rugs
But also a limited range of lower-priced synthetic carpets

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2
Q

What brand are WWL carpets sold under?

A

Residential and commercial segments are both sold under WWL brand

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3
Q

What does WWL focus on in terms of quality?

A

Quality of both their service level and products

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4
Q

What is the role of the following individual:
Felicity Darchon

A

CEO

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5
Q

What is the role of the following individual:
Dilanee Acharya

A

Finance director

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6
Q

What is the role of the following individual:
Thilo Keogh

A

Marketing and sales director

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7
Q

What is the role of the following individual:
Kas Mukesh

A

Procurement, HR and Diversity Director

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8
Q

What is the role of the following individual:
Fay Drost

A

Operations Director

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9
Q

Describe Felicity Darchon

A

CEO of WWL
Previously worked in private equity
Owns a number of businesses in Kidderminster area
Owns 80% of ordinary shares

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10
Q

What % of WWL is owned by Felicity Darchon?

A

80% of ordinary shares which she acquired in 2015 from previous owners after the business ran into financial difficulties

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11
Q

Has the business been in financial difficulty before?

A

Yes, in 2015 Felicity Darchon acquired 80% of the ordinary shares after the previous owners ran into financial difficulty

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12
Q

Describe the % share ownership of WWL

A

80% owned by CEO Felicity Darchon
5% Dilanee Acharya (FD)
5% Thilo Keogh (Marketing & Sales D)
5% Kas Mukesh (Procurement, HR & Diversity D)
5% Fay Drost (Operations D)

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13
Q

Who has worked at WWL the longest?

A

Fay Drost was already employed by WWL when Felicity Darchon acquired the shares in 2018

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14
Q

Describe what Thilo Keogh does

A

He is Marketing and Sales Director
He is a regular contributor to trade magazines and online forums
Often promotes WWL’s activities and successes

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15
Q

Describe what Kas Mukesh does

A

She is Procurement, HR and Diversity Director
She regularly posts on prof social media about the importance of work-life balance in supporting physical & mental health of the workforce, thus in aiding productivity

She works part time as a life skills coach and volunteers at a mental health support charity

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16
Q

How old is WWL as a business?

A

They have been making carpets in Kidderminster for over 100 years
So has long association with the carpet manufacturing in the UK

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17
Q

How does WWL use its history?

A

WWL makes use of its history in its marketing to emphasise the quality of its wool-based products

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18
Q

How often does WWL launch new products?

A

WWL regularly launches new products
They have an in-house team of skilled carpet designers within its production team

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19
Q

Who develops WWL’s new products?

A

Their in-house team of skilled carpet designers within its production team

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20
Q

Give some examples of awards that WWL has won

A

Most Innovative Rug Design for 2 years running (2020 and 2021) in the Furnishing World Awards
Finalist for Installation of the Year at Wool Carpet Manufacturers Awards 2019
Winner of Residential - Tufted Design in prestigious Wool Carpet Manufacturers Award 2019

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21
Q

What are the product types in WWL?

A

Wool carpets
80:20 wool mix carpets
Rugs
PP carpets

22
Q

Describe the following product type that WWL sells:
Wool Carpets

A

WWL offers a premium-priced range of 100% wool carpets in a variety of colours and styles

23
Q

Describe the following product type that WWL sells:
80:20 wool mix carpets

A

made from 80:20 wool:synthetic yarn
High quality carpet
Combines the comfort of a wool carpet with practical aspects of synthetic carpets (less prone to staining)
Synthetic material used is a mixture of polypropylene and nylon
Sold at lower price per m2 than 100% wool

24
Q

What is a perk of synthetic carpets compared to wool?

A

Less prone to staining

25
Q

Describe the following product type that WWL sells:
Rugs

A

MANUFACTURES and sells range of wool based rugs
Uses rugs business as means of demonstrating its design capabilities, while allowing it to mitigate the effect of an increasing demand for hard floor coverings

26
Q

What is the rugs business used for?

A

Uses rugs business as means of demonstrating its design capabilities, while allowing it to mitigate the effect of an increasing demand for hard floor coverings

27
Q

What is sold at a higher mark up, carpets or rugs?

A

Rugs

28
Q

Describe the following product type that WWL sells:
PP carpets

A

Recently started selling
Limited range of entirely synthetic carpets manufactured from PP
PP carpet often attractive to families with younger children/pets as easily cleaned and highly resistant to staining

PP carpets sell at lower price than wool mix carpet
Marketed as a high quality synthetic carpet

29
Q

Who are PP carpets attractive to and why?

A

Families with younger children and pets as it is highly resistant to staining/ easily cleanable

30
Q

How are PP carpets marketed?

A

As high-quality synthetic carpet
Sold at lower price than wool mix carpets

31
Q

What are WWL’s 3 types of client?

A

Retail
Commercial
Bespoke Design

32
Q

Describe Retail as a client type of WWL

A

Majority of WWL sales are made into UK residential segment, through wide rangge of reputable SME indep carpet retailers
Known as Retail (but actually a UK residential segment)
WWL operates by building and maintaining the network directly
Not currently a supplier to any of the carpet buying groups that’ve formed in UK

33
Q

Does WWL sell to capet buying groups?

A

No
These negotiate attractive discounts and rebates on behalf of the retailers, which then place orders with a given carpet supplier

34
Q

Describe Commercial as a client type

A

WWL suppliers directly to UK commercial clients, who contract with WWL to manufacture and supply large volumes of carpet for installation into commercial buildings (usually offices)

35
Q

Describe ‘bespoke design’ as a client type

A

Bespoke design work is a niche business that WWL has developed by designing, manufacturing, supplying and installing carpets and rugs for wealthy individuals/ commercial clients who offer a premium service to their own customers

E.g. of venues for this type of work: casinos, 5* hotels and homes of well known TV personalities

All WWL’s bespoke design orders have been from UK based clients

36
Q

Where are WWL’s bespoke design orders been ordered from?

A

UK-based clients

37
Q

Does WWL do installation?

A

Retail & commercial clients don’t usually require WWL to install (fit) the carpets supplied
Usually engage separate self-employed carpet fitters themselves

But for bespoke design work, fitting is normally part of the contracted service.
WWL doesn’t directly employ any carpet fitters, so subcontracts the fitting work and includes the cost of the fitters in its calc of the price charged to clients

38
Q

Do WWL employ carpet fitters?

A

Don’t employ any directly themselves
Only Bespoke Design usually includes fitting

Subcontracts the work and includes the cost of the fitters in its calc of the price charged to clients

39
Q

What is WWL’s website used for?

A

Used to support the business development for each type of client by giving more info about WWL’s products & services

40
Q

What is WWL’s website used for?

A

Used to support the business development for each type of client by giving more info about WWL’s products & services What does the website show\

41
Q

What is WWL’s website used for?

A

Used to support the business development for each type of client by giving more info about WWL’s products & services
Displas list of retail stockists for residential consumers
Provides examples of type of flooring suitable for various commercial needs and invites direct enquiries for commercial
Showcases WWL’s higher profile work and invites direct enquiries for bespoke design

42
Q

How does retail customers use WWL’s website?

A

It displays a list of retail stockists

43
Q

How do commercial customers use WWL’s website?

A

It provides examples of the type of flooring suitable for various commercial needs
Invites direct enquiries

44
Q

How do bespoke design customers use WWL’s website?

A

The website showcases WWL’s higher profile work
Invites direct enquiries

45
Q

Who are WWL’s main suppliers?

A

Yarn manufacturer - wool-based yarn that WWL uses is sourced from UK manufacturer. Works closely with manufacturer to ensure yarn is high quality and that supply is assured

Distributor - Contract with national distribution org that has reputation for reliability

PP carpet manufacturer - Doesn’t manufacture the PP carpets, instead purchases under contractual arrangement from large UK PP carpet manufacturer and sells them under WWL brand

46
Q

Describe WWL’s yarn manufacturer

A

Yarn manufacturer - wool-based yarn that WWL uses is sourced from UK manufacturer. Works closely with manufacturer to ensure yarn is high quality and that supply is assured

47
Q

Describe WWL’s distributor

A

Contract with national distribution comp
Has reputation for reliability

48
Q

Describe WWL’s PP carpet manufacturer

A

WWL doesn’t manufacture own PP carpets
Purchases from PP carpets comp under contractual arrangement from large UK PP Carpet manufacturer
Sells the carpet under own WWL brand

49
Q

Describe WWL’s positioning on employees

A

Regards itself as responsible and supportive employer
Evidences this by regularly measuring the level of staff engagement
provides staff development initiatives
Has staff bonus scheme

50
Q

How does WWL consider sustainability?

A

WWL is acutely aware of env concerns facing the carpet sector
Includes the use of potentially harmful chemicals in carpet manufacture
Also includes need for recyclability in carpet design to avoid/reduce the issues surrounding disposal at the end of a carpets life

Case Study (12 decks)

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