Page 18 - Fisherman's Friend Teaching Note

Doreen Lofthouse and her husband and son have crafted
a strategy drawn from their entrepreneurial

characteristics where risk-taking and innovation are allied
with business creativity and a keen eye for spotting

market opportunities.

Leadership - Doreen Lofthouse

Set Direction

Doreen has set the direction of the company
since the early 1970s from moving away
from medicinal lozenges to confectionary to
developing a marketing pull strategy

Demonstrate Personal Character

Lives a simple life in local community.

Invests heavily in charitable causes

Build Organisational Capacity Mobilise Individual Commitment

• Family business • Local employment
• Directorships held within • Manages brand development

family group • Share distribution
• Managed production capacity • IMPEX relationship
• Developed new
products/markets

Lofthouse of Fleetwood

Diagram 2