Page 11 - MCS August Day 1 Tasks

Chapter 3

MONTEL FAMILIARISATION

1 INTRODUCTION

It is absolutely crucial that you completely familiarise yourself with the pre‐seen information prior
to attempting the Case Study exam. Merely reading through the materials is unlikely to be
sufficient and it is also important that you consider which aspects of the three technical subjects
may be useful and relevant for the Case Study.
The exercises in the following three chapters will help you to gain a thorough understanding of
the Case Study scenario and ensure you are fully prepared to attempt the Practice Tasks later in
this Workbook.

Solutions to these exercises are provided but are not exhaustive. It is important that you attempt
the exercises yourself and makes notes of your answers before reviewing the solutions.

2 OVERVIEW OF PRE‐SEEN

Formed in the 1920’s, Montel is based in Farland, a developed country which leads the way in
many of the high tech and electronic industries and has an educational infrastructure with a world
class reputation in support. Montel is multinational quoted differentiator which prides itself on
the manufacture of high quality cameras and lenses throughout its product range.

Montel’s product range comprises of six ranges of cameras and camera bodies and three ranges
of lenses, which are manufactured in four factories located throughout Farland. Montel focusses
predominantly on the professional range but has reacted to changes in consumer taste by, for
example, launching the Compact System Camera range within the last two years.

The manufacture of lenses and camera bodies is a complicated process requiring a high degree of
precision and accuracy. Montel demands the highest level of quality throughout this process
which each stage subject to rigorous quality checks. To maintain its status and protect the Montel
brand, Montel manufacture all its own components to ensure quality and protect intellectual
property.

Within the industry, the quality of cameras and prices varies significantly making it an increasingly
complex and competitive market place. Montel (along with their main competitor Kira) dominates
the professional photography market with 97% of all professional photographers worldwide using
a camera from these two suppliers. This highly competitive industry has recently been subject to
further challenges from the external environment e.g. those posed by the upsurge in
smartphones and the launch of cheap disposable cameras which produce good quality
photographs.

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