Greaney Glass Case

study
By Group-2

STRENGTHS
Overall boom in Construction sector.
Cities in which the company already operates( boom
average age of the populationa greater demand for new housing )
Changing dimension of construction industry:

in the economy. young

Windows, Doors and

Conservatories, with windows in the New Build sector grown by 29% over the past two years and Home
Improvements grew by only 11% read the market research report on Kierans desk (Palmer Market
Research Report, 2001).

Glass is a highly valued material and sophisticated product requiring

state-of-the-art technologies.
Domination in present market.
A lot of goodwill in the marketplace towards the company.
Service provided(in comparison with other suppliers)
Use of safety glass in critical locations compulsory by law (Toughened/tempered
glass. harmless granules. risk of injury)

Companys location

Challenges They face

Presence of too many competitors
Requirements of new types of glass
Fall in housing rate in Ireland
Presence of big players in the glass export market,
hence entering into export-market is tough and risky.
The company is cornered in many ways and is at a
place of taking important decisions

CAREY GLASS
Top player
Export to 32 countries

Strength
Top quality
70% of toughened glass share

Weakness
customer service
delivery

Dockrell Glass Distribution Ltd

Turnover: 6.5-7.5 million pounds
< 70% sales are national

Strength
Sales force
advertisement

Weakness
Do not own transportation fleet

Dunnes Glass Ltd

Turnover: < 3.5 million pounds

Strength
good brand loyalty
customer base in Dublin

Weakness
lack of double glazing facility
double glazing refers to windows and doors that are
fitted with a sealed unit, comprising two panes of glass
with a bar (known as a spacer bar) around the edge

WMG / Munster Glass

Turnover: 4.5-6.5 million pounds

Strength
Good customer relationship
Good brand loyalty

Weakness
Focus only on Munster and South
Leinster regions

Greaney Glass

DUBLIN
Dunnes
Dockrell

Carey International

Greaney Glass
Turnover: 2.8 million pounds

Weakness
Price
Range

Market Share

Dunnes; 5% Greaney; 3%
WMG; 10%
Dockrell; 12%
Carey; 70%

Greaney Feedback
Response

Service
Price (poor)
Recommend
Range

MARKETING STRATEGY
Toughened glass
Commercial sector
Online ordering system
Pricing and quality
Customer service
Diversify products
Export market