MARKETING INFORMATION ANALYSIS

Marketing Information Analysis

Marketing Information Analysis

Graham Group Plc Worldwide Executive summary

Thomas Graham & Sons, a Glasgow based builders' merchant, was formed in 1936 and operated in Scotland until it was acquired by Thomas Tilling Limited in 1959. Tilling expanded its builders' merchant business through a series of further acquisitions. Between 1962 and 1974 nearly 20 builders' merchant businesses were acquired, giving tilling a network of branches across Britain. These were reorganised into regional businesses, although much of their original identities were retained and the regions operated with considerable autonomy. BTR acquired Tilling in 1983 and instituted a number of changes designed to increase the degree of integration and central control of the branch network.

The present Head Office was established in Huddersfield and two regional Head Offices were closed. During BTR's ownership, Graham made a small number of acquisitions to expand its branch network principally that of the builders' merchant division of Raab Karcher in 1989 which added four branches to the Group. The turnover of the group grew during the late 1980s to a peak of £448.7 Million in 1989. In that year, the Group employed an average of 4,440 staff and produced operating margins of 7.9 per cent. Ian Mills' appointment as Graham's Managing Director in 1992 and the strategic review which was completed in May 1993 led to a number of initiatives, including strengthening the management team, focusing the Group more closely on meeting customer requirements and revitalising the Group's long-term position.

BTR decided to divest Graham by floating it as an independent company on the London Stock Exchange in February 1994. In 1995 Graham acquired Erith Building Supplies predominantly based in the South East, an acquisition that strengthened Graham's product mix in heavy building materials. Towards the end of the 1990s the pace of consolidation in the builders' merchant sector increased rapidly Meyer International, the owner of Jewson, purchased Harcros Timber and Building Supplies in 1997 and then, in September 1999, they made a successful bid for Graham.

In April 2000 the trading activities of Graham and Jewson were merged creating the largest timber, plumbers' and builders' merchant in the UK and the country's number one supplier of plumbing, heating and sanitaryware products. Graham is part of the Saint-Gobain Building Distribution Group Graham is part of the Saint-Gobain Building Distribution Group, Europe's number one building materials distributor, having been acquired by Saint-Gobain in April 2000. Associated companies in the UK include:

We have been asked to develop a three year strategic Customer Relationship Management plan for Graham Group Plc Worldwide outlining the key areas that need to be considered in the next board of directors. The plan will focus on a Customer Relationship Management programme that will create higher quality customer service levels across the organisation.

Vision, Mission and Corporate Objectives

Vision

“To be the UK's most trusted worldwide timber supplier”.

Mission

The mission of Graham Group Plc Worldwide is, “to improve continually our service as a delivery sector to meet our customer's needs, allowing us to prosper ...