Brand Positioning

In: Business and Management

Submitted By shahidjilani
Words 1967
Pages 8
Case Study

As Norm St. Laurent, operations manager for Oilwell Cable Company, pulled his Bronco 4x4 onto Kansas’ Interstate 70, he heard on the CB about the traffic jam ahead of him due to icy road conditions. Although the traffic was moving some, Norm decided to get off at the eastern off-ramp for Lawrence, rather than the more direct western off-ramp, to save time. While waiting for the off-ramp to come up, Norm’s mind drifted back to his discussion with Bill Russell, the general manager, on the previous day. Norm had been contemplating adding microprocessors to their rubber mixing equipment in order to save manual adjustments on these machines. This would improve throughput and reduce costs simultaneously, though without displacing any employees. Based on the data Norm had seen, it appeared that the microprocessors could cut the production time by 1 percent and reduce scrap from the current rate of 1 percent down to one-half of 1 percent.

However, it seemed that this might be an issue that should first be submitted to the production team in charge of rubber mixing for their thoughts on the idea. Once before, an even simpler change had been made without their knowledge and it wound up causing considerable trouble.

As the traffic wound around two cars in the ditch by the highway, Norm reflected on how difficult it was to make changes at this plant with their team management process, though there were advantages too. It probably stemmed from the way the company was originally set up.

History of Oilwell Cable Company (OCC)
Originally known as the Chord Cable Company and located in New Jersey, the firm had been experiencing severe management difficulties. When acquired by new management in 1983, they renamed it Oilwell Cable Company and relocated in Lawrence, Kansas to be closer to their primary customers in northeastern…...

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