Contents
I. IntroductionII. Production ProcessIII. Competitor AnalysisIV. Challenges
1. Time efficiency2. Product Diversification3. Ordering System
V. Strategic Solutions
I. Introduction
Brief History Bansner’s Ultimate Rifles, LLC - opened by
Mark Bansner in 1980 as Bansner’s Gunsmithing with his wife, Roslyn Bansner
Banser’s background Start up Reputation
Mission: Quality vs Quantity
Bansner’s ultimate goal was to build a rifle with ultimate accuracy with a sleek and ele-gance
Customer orientated Customization Skilled craftsmen
II. Production Process Banser sells a range of rifles prices ranging from 2000-14000; Highly Accurate lightweight custom big game hunting rifle
1) RECEIVER
2) BOLT STOP/TRIGGER
3) METAL
4) MOUNTING SYSTEM
5) STOCK
6)CLEAN UP
7)The Last step is putting everything together: placing the metal in the stock fastening with screws. And further fastening the trigger on to the rifle also. Lastly placing the bolts to hold the rifle altogether
8) PRIOR TO SHIPPING
III. Competitor Analysis
Bansner’s rifles are custom made which may take 8-10 months
Other companies sell the rifles made already so time is not an issue for larger manufac-turers
The price of Bansner’s rifles are quite expensive compared to other companies Remington Arms Company Browning Arms Company
Bansner’s sell guns for different purposes Mountain Rifles Safari Hunter Rifles Alpine Hunters
Consumers expect the best from Bansner’s rifles Quality (Trigger, scope, weight, distance) True gun connoisseurs would pick Bansners over
your typical rifle “I purchased one of your rifles for the purpose of hunting
cape buffalo. My son and I went to Zimbabwe, and had a successful safari. I’m now interested in purchasing another ri-fle from you.”
Walt Wood
“I won a shooting at 500 MTS Competition with “your” ri-fle, on June 26 & 27th, 2010.
-Tiziano Tezri
Other Companies
Remington has several facilities: ammo, custom plant, firearms plant, corporate center, target plants, and technical center
Bansner’s warranty is second to none guarantees an efficient, working rifle provides free fixing for any of their rifles
Limitations for Remington warranty: accidents, abuse, misuse, and normal wear and tear
IV. Challenges
Competitive advantage: Custom-made Brand = trust High quality
Weaknesses Labor intensive Time consuming
-> Search opportunities to compete with rivalry.
Job Process
Order winner
1. Time efficiency
Production process – 8 to 10 months Longer production time due to:
Custom made Quality importance
2. Product Diversification
Lack of Diversification limits: Seeking new opportunities Company growth Market expansion
-> Therefore, limits profit from other potential customers and market segments
3. Ordering System
Current ordering system: Visit personally – takes time and money Contact: telephone call, email or fax
Unsatisfactory
-> A new innovative ordering system is needed!
V. Strategic Solutions
1. Time efficiency: Cut wait time for product Much manual labor involved Replace simple tasks with machinery to save
time
V. Strategic Solutions
3. Ordering system Utilize technology Home delivery? Update customers on production status
-> Online customization-> Helps diversification