Page 5 - Fisherman's Friend Teaching Note
P. 5
OVERVIEW
Medical Confectionery
'People cough in the same language all over the world.'"
The case study analyses the different factors that affected
the strategic and marketing decisions of Lofthouse of
Fleetwood. It examines how the Lofthouse family
developed and controlled the company and in particular
the importance of Doreen Lofthouse. As a family business
the problem of succession raises its head and to a great
extent an indicator of how the family is addressing it can
be gleaned from the changes in the share ownership of
the company.
If you want a genuine business fairy-tale, of a company
making its own success through common sense then that
company is Lofthouse of Fleetwood (LOF) and its product
is Fisherman’s Friend. LOF, with its chain of products
called Fisherman’s Friend, trades on a heritage of about
150 years and is a very strong company in terms of
financial health, strategic health, market share and
growth and development.
LOF was started in 1865 by James Lofthouse in the town
of Fleetwood in Lancashire on the north west coast of
England producing Fisherman’s Friend for the local
fishermen working in the North Atlantic fishing grounds
where freezing conditions caused severe coughs, sore
throats and nasal problems.
