Crown Cork And Steel

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TABLE OF CONTENTS Executive Summary 3 History (Timeline) 4 Future Strategy 5 a. Analysis using Porter’s 5 Forces Model 5 b. Problem Statement 6 c. Market Position 7 d. Recommended Merger/Acquisition with Continental Can 8 e. Strategic Options 9 f. Execution Plan 10 Conclusion 10 Executive Summary In April of 1957, when Crown Cork & Seal was on the edge of bankruptcy, John Connelly took over presidency with objective to save the company. By the end of 1957, Crown had "climbed out of the coffin and was sprinting." Connelly's exceptional leadership is what contributed to the success of Crown. In May of 1989, Connelly stepped down from his position as chairman appointing his long-time disciple William Avery as chief executive officer. We have plans to review Connelly's strategy because of the industry changes that are taking place. Since Connelly got into the business in 1957, the metal can industry had been significantly redefined as both suppliers and customers of can makers moved into can-making themselves. With the changes that were taking place, it would be a good idea for Crown to bid on all or part of Continental Can (one of our competitors), whose operations are up for sale. Crown is also faced with the choice to break Crown's tradition and increase its product line beyond the manufacture of metal cans and closures. Modest growth potential is being seen in the metal can industry, and plastics are forecasted as the growth sector for containers. Our competitors have been expanding aggressively in a variety of directions, and Connelly had remained careful and thrived. Because Crown had done the same thing for so long, it is time for us to change. If Crown acquired Continental Can Canada, Canada would become Crown's largest single presence outside of the U.S. and would double the size of Crown's domestic

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