Page 156 - CL How to Read a Case Study

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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.