Page 9 - OCS Workbook - Day 2 Suggested Solutions (May 2018)

SUGGESTED SOLUTIONS

Outbound logistics

Newly manufactured products are transferred to the distribution centre by road, using Mansako’s
own vehicles. The distribution centre employs 95 staff who are split into four teams assigned to
receiving and storing, picking, packing and finally despatch. Mansako’s products are moved from
the distribution centre by rail, sea, air freight and by road. We operate our own road haulage
trucks in Lowerland and some parts of Europe but work with a number of shipping partners to
deliver goods to stores and customers in other parts of Europe and the rest of the world.

The distribution centre has not received the same focus, or level of investment, as the rest of the
business, and thus could be an area to look at in terms of cost inefficiencies.

The majority of the company’s products are sold in our own stores and some are also sold in
third-party owned retail outlets. Mansako also makes sales in discount retail outlets. Selling in
our own stores adds value as we can control the experience delivered to customers.

Marketing and sales
Mansako invests in building the brand globally via a dynamic marketing and communication
strategy, aiming to engage with new and loyal customers and enhancing the understanding of the
brand in new and emerging markets.

It is important for customers to appreciate not only the quality of our products but also how
seriously we take ethics and sustainability. The company aims to engage with customers via an
integrated marketing approach, coupling traditional events and press formats with extensive use
of digital, mobile and social media marketing.
The company’s approach to marketing has led to international brand recognition and customers
are being made aware of the benefits of purchasing a Mansako bag over a competitor’s product.
After sales service

Mansako aims at building customer loyalty through its stores' customer service. Store staff are
highly trained, to ensure that they provide the excellent standard of customer service that is
expected by Mansako’s customers.

Mansako continues to add value within its customer service operations which will include planned
further investment in aftercare and call centre operations supported by a recently implemented
CRM system.
Mansako’s support activities

Infrastructure
These are a company's support systems, and the functions that allow it to maintain daily
operations. Accounting, legal, administrative, and general management are examples of
necessary infrastructure that businesses can use to their advantage. Mansako's well-organised
teams in each department appear to complement each other and the well-designed and pleasing
stores are complemented with good customer service provided by a dedicated team of
employees.
Human resource management
Our committed workforce is considered a key attribute in the company’s success and growth over
the years. The company is known for taking care of its workforce, a key reason for a low turnover
of employees, which indicates good human resource management. Staff are kept motivated and
they are well-trained and efficient. The company has over 1,400 employees, the majority of whom
are based in Lowerland. Of these, approximately 700 are employed in the company’s factory in
Lowerland.

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