Case Study: Cramer Products, Inc.
Challenge: In 2004, Cramer Products, Inc. hired Reynolds Consulting, LLC to help them create a strategic plan. Cramer, an industry leader in sports medicine and athletic training room supplies, was facing flat sales in an evolving industry and was ready to consider fresh strategy to get them where they wanted to go. Cramer had the advantage of being in business for 85 years with top-notch industry relationships and many established customers in key channels. The company sought to increase its penetration among the younger, more technology-minded professionals entering its market and planned to update its brand and strategic plans to address this market shift.
Results: Since the plan was created, Cramer has been able to achieve their growth goals with the acquisition of one of their key vendors and the hire of an effective Product Development Director. They have been successful in penetrating one of the largest dealers of retail sporting goods products today and continue to enhance their brand reputation and relationships in the tight-knit athletic training community. Resources were re-allocated to new initiatives and measures put in place to assure leadership was able to track progress against goals. In 2009, pleased with their results, they have asked Reynolds Consulting, LLC to help them develop their next five-year plan.
“Five years ago, Margaret demystified the strategic planning process for our senior management team. Her approach and leadership with us was very practical and “real world” in nature. With her expert guidance our team developed a five-year strategic plan that we reference frequently, so much so that I wore out the binder. Our company achieved the goals established in the plan, so we have engaged Margaret again to help us with the next five years. Not only are we excited about building a new plan, we look forward to the management team dynamics developed during the planning process.” — Thomas K. Rogge | Cramer Products, Inc.