Page 4 - Ice Breaker Case

BCG plc Case Study

Paragraph 1

The Business Communications Group plc (BCG) had, in its

seven years of existence, established for itself a dominant

position in a number of global markets in the US, Europe

and latterly China. The credit for its success lay at the feet
of one man, its founder; Chairman; and Chief Executive,

Richard Sweet. Sweet had developed the company on the

basis of planned introduction of new products supported

by imaginative marketing, and good customer service. On
the basis of this BCG had achieved a current annual

turnover in excess of $2 billion and an IPO after five years.

With its high profit margins, and continually rising share
prices, it had rapidly become one of the favourites of

investors. However, it had recently become apparent to

Sweet that the organization structure, no longer supported

the company's strategy.