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Criterion Manufacturing

Bowden, Stephen(2005-01-01)


Walter Smaill founded Criterion in 1965 as a garage-based business making cabinets for televisions and stereos that were sold directly to electronics manufacturers in New Zealand. The following year, Walter’s brother Brian joined the business. Almost forty years later, Walter and Brian continue as principal owners actively involved in the day to day operations of the company. While the owners have stayed the same, little else has remained constant. In 2004 Criterion is the largest manufacturer of ready-to-assemble furniture in Australasia with plants in both Auckland and Sydney. The East Tamaki plant alone turns out almost 2000 pieces of furniture a day with exports accounting for 80% of sales. Growth and investment have been the dominant features of Criterion’s history to date. Coming up with a strategy to continue that growth was the challenge that the Smaill brothers and CEO Laurie Margrain faced in 2004.

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Case Description
Business Case Study NoUA-2005-006
Number of Pages19
CategoryDecision point; Teaching case
Teaching NotesTeaching notes available
CompanyCriterion Manufacturing Limited
Setting - CountryNew Zealand; Australia
IndustryManufacturing; Retailing / wholesale / distribution

SourceAuckland, NZ. Publisher: University of Auckland Business Case Centre. Pages: 1 - 20