Background

5 C:

1. Customer:
a. Electronic Data Processing Department of Large companies
b. Customers repeated orders for using it in their data process capacity expansion

2. Company:
a. Founded in 1934.
b. Objective: Sold broad line of information media management systems like computer
room filing equipment and devices. Major products included Tape-Seal, Optimedia,
Terminal Workstation, Docu-mate and supplies and accessories.
c. Market Share: Industry Leader in tape-filling with market with 34% share, vital records
protection market with 33% share. It had 10% of $557 m market for office accessories.
d. Strength: It has wide geographic presence
e. Weakness: High turnover of employee at lower level recently
f. Opportunity: Increase in customer base in smaller and less expensive products
g. Threat: Increase in competition with product development and distribution.

3. Competition:
In 1970 competitors were: Tab Products, Systems Manufacturing, Monarch Metals. In 1982
competitors can be categorized into – Catalog Sales included IBM, Homeywell, Control Data, HP,
DEC, UARCO, etc; Office furniture included Diebold, Schwabb, Herman Miller and Steelcase.

4. Collaborators:
Distribution Channel

5. Context:
William Housh is concerned that company’s direct sales organisation is not keeping pace with
rapid growth and change in market