Cardon Carpet Case

3325 Words14 Pages
CARDON CARPET MILLS, INC. EXECUTIVE SUMMARY United States consumers and businesses spend about $50 billion annually for floor coverings. The largest category of floor coverings is carpet and rugs, followed by resilient coverings (vinyl), hardwood, ceramic tile, and laminates. Cardon Carpet Mills, Inc. is a privately held manufacturer of a full line of medium-to-high-priced carpet primarily for the residential segment. The company markets its products under the Masterton and Chesterton brand names. Based on the present state of the industry and performance in 1999, it pleased the directors. The business recorded a profitable sales growth 3.6 percent and net profit margin gained 4 percent respectively. Given recent developments within the floor covering industry, Robert Meadows the president of Cardon Carpet Mills, Inc. was considering the possibility of establishing distribution centres or wholesale operations for the company. Thus, Suzanne Goldman, a special assistant to the president was given a task to prepare a position paper for the president. Nevertheless, Goldman received unfavourable feedback from the company’s wholesaler who did not agree with the proposal. INDUSTRY BACKGROUND Wholesale and retail distribution in the U.S. carpet and rug industry has gone through a lot of instabilities since the 1980’s. There have been three major competitive trends that occurred within the industry. The first trend to occur happened in the mid 1980’s when the larger carpet and rug manufacturers began to eliminate the margins paid to wholesalers by bypassing them and selling directly to retailers. Similar manufacturers continued their use of wholesalers due to their lack of capital. By 1990, a majority of the carpet and rug sales for residential carpet and rug sales were distributed through company distribution centres to retailers. This altered the industry. The

More about Cardon Carpet Case

Open Document