Case Interview Question #00229: High-quality, large-format maps constitute about 3 percent of total map market demand. The vast majority of maps are low-cost, foldable items used mostly by automobile drivers. The globe market, however, is about 95 percent geared toward high-quality, educational oriented products. Almost all domestic globe manufactures also make educational quality maps.
Your client Cram, a company owned by Herff Jones Education Division, is a mid-sized manufacturer of high quality maps and globes for schools and other educational institutions. The CEO of Cram has hired your because his company is losing market share and would like to increase its profits. How can it do so?
- There are five major competitors in the educational maps and globes marketplace.
- The client Cram is the third largest among the big five.
- The largest player has a 30 percent market share.