Page 12 - Fisherman's Friend Teaching Note

Case Issues

Case issues range from questioning the understanding of

the problem confronting LOF family/management to the

question of succession and ownership.

1. Succession planning in family businesses is a difficult and often
contentious issue. How LOF has addressed this is fundamental to
understanding the ethos of the family in relation to its
environment and the community.
2. Strategy, structure and performance forms the backcloth against

which LOF must grow and develop. Theory would indicate a
number of courses of action but these are not necessarily what LOF
has followed.
3. Marketing is a conduit that feeds directly into the financial veins of
the business. Get this wrong and the business will face financial
starvation. LOF has undertaken a series of marketing and

advertising campaigns targeting various market metrics.
4. Understanding, through marketing research, what customers want
and expect from products, making sure that the total marketing
offering conforms with the customers’ expectations, and adapting
to the different local conditions is a business essential.