Criterion Manufacturing

Abstract

Walter and Brian Smaill founded Criterion in 1965 and still continue as principal owners actively involved in the day to day operations of the company. While the owners have stayed the same, little else has remained constant. In 2004 Criterion is the largest manufacturer of ready-to-assemble furniture in Australasia with plants in both Auckland and Sydney. The East Tamaki plant alone turns out almost 2000 pieces of furniture a day with exports accounting for 80% of sales. Growth and investment have been the dominant features of Criterion’s history to date. Coming up with a strategy to continue that growth was the challenge that the Smaill brothers and CEO Laurie Margrain faced in 2004. Includes questions for dicussion. NOTE: This case is also available as a teaching case from the University of Auckland Business Case Centre, Case Number: UA-2005-006