2. WWL The company Flashcards

(50 cards)

1
Q

What quality carpets do WWL sell?

A

Sell premium-priced high quality wool based carpets and rugs
But also a limited range of lower-priced synthetic carpets

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2
Q

What brand are WWL carpets sold under?

A

Residential and commercial segments are both sold under WWL brand

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3
Q

What does WWL focus on in terms of quality?

A

Quality of both their service level and products

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4
Q

What is the role of the following individual:
Felicity Darchon

A

CEO

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5
Q

What is the role of the following individual:
Dilanee Acharya

A

Finance director

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6
Q

What is the role of the following individual:
Thilo Keogh

A

Marketing and sales director

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7
Q

What is the role of the following individual:
Kas Mukesh

A

Procurement, HR and Diversity Director

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8
Q

What is the role of the following individual:
Fay Drost

A

Operations Director

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9
Q

Describe Felicity Darchon

A

CEO of WWL
Previously worked in private equity
Owns a number of businesses in Kidderminster area
Owns 80% of ordinary shares

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10
Q

What % of WWL is owned by Felicity Darchon?

A

80% of ordinary shares which she acquired in 2015 from previous owners after the business ran into financial difficulties

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11
Q

Has the business been in financial difficulty before?

A

Yes, in 2015 Felicity Darchon acquired 80% of the ordinary shares after the previous owners ran into financial difficulty

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12
Q

Describe the % share ownership of WWL

A

80% owned by CEO Felicity Darchon
5% Dilanee Acharya (FD)
5% Thilo Keogh (Marketing & Sales D)
5% Kas Mukesh (Procurement, HR & Diversity D)
5% Fay Drost (Operations D)

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13
Q

Who has worked at WWL the longest?

A

Fay Drost was already employed by WWL when Felicity Darchon acquired the shares in 2018

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14
Q

Describe what Thilo Keogh does

A

He is Marketing and Sales Director
He is a regular contributor to trade magazines and online forums
Often promotes WWL’s activities and successes

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15
Q

Describe what Kas Mukesh does

A

She is Procurement, HR and Diversity Director
She regularly posts on prof social media about the importance of work-life balance in supporting physical & mental health of the workforce, thus in aiding productivity

She works part time as a life skills coach and volunteers at a mental health support charity

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16
Q

How old is WWL as a business?

A

They have been making carpets in Kidderminster for over 100 years
So has long association with the carpet manufacturing in the UK

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17
Q

How does WWL use its history?

A

WWL makes use of its history in its marketing to emphasise the quality of its wool-based products

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18
Q

How often does WWL launch new products?

A

WWL regularly launches new products
They have an in-house team of skilled carpet designers within its production team

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19
Q

Who develops WWL’s new products?

A

Their in-house team of skilled carpet designers within its production team

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20
Q

Give some examples of awards that WWL has won

A

Most Innovative Rug Design for 2 years running (2020 and 2021) in the Furnishing World Awards
Finalist for Installation of the Year at Wool Carpet Manufacturers Awards 2019
Winner of Residential - Tufted Design in prestigious Wool Carpet Manufacturers Award 2019

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21
Q

What are the product types in WWL?

A

Wool carpets
80:20 wool mix carpets
Rugs
PP carpets

22
Q

Describe the following product type that WWL sells:
Wool Carpets

A

WWL offers a premium-priced range of 100% wool carpets in a variety of colours and styles

23
Q

Describe the following product type that WWL sells:
80:20 wool mix carpets

A

made from 80:20 wool:synthetic yarn
High quality carpet
Combines the comfort of a wool carpet with practical aspects of synthetic carpets (less prone to staining)
Synthetic material used is a mixture of polypropylene and nylon
Sold at lower price per m2 than 100% wool

24
Q

What is a perk of synthetic carpets compared to wool?

A

Less prone to staining

25
Describe the following product type that WWL sells: Rugs
MANUFACTURES and sells range of wool based rugs Uses rugs business as means of demonstrating its design capabilities, while allowing it to mitigate the effect of an increasing demand for hard floor coverings
26
What is the rugs business used for?
Uses rugs business as means of demonstrating its design capabilities, while allowing it to mitigate the effect of an increasing demand for hard floor coverings
27
What is sold at a higher mark up, carpets or rugs?
Rugs
28
Describe the following product type that WWL sells: PP carpets
Recently started selling Limited range of entirely synthetic carpets manufactured from PP PP carpet often attractive to families with younger children/pets as easily cleaned and highly resistant to staining PP carpets sell at lower price than wool mix carpet Marketed as a high quality synthetic carpet
29
Who are PP carpets attractive to and why?
Families with younger children and pets as it is highly resistant to staining/ easily cleanable
30
How are PP carpets marketed?
As high-quality synthetic carpet Sold at lower price than wool mix carpets
31
What are WWL's 3 types of client?
Retail Commercial Bespoke Design
32
Describe Retail as a client type of WWL
Majority of WWL sales are made into UK residential segment, through wide rangge of reputable SME indep carpet retailers Known as Retail (but actually a UK residential segment) WWL operates by building and maintaining the network directly Not currently a supplier to any of the carpet buying groups that've formed in UK
33
Does WWL sell to capet buying groups?
No These negotiate attractive discounts and rebates on behalf of the retailers, which then place orders with a given carpet supplier
34
Describe Commercial as a client type
WWL suppliers directly to UK commercial clients, who contract with WWL to manufacture and supply large volumes of carpet for installation into commercial buildings (usually offices)
35
Describe 'bespoke design' as a client type
Bespoke design work is a niche business that WWL has developed by designing, manufacturing, supplying and installing carpets and rugs for wealthy individuals/ commercial clients who offer a premium service to their own customers E.g. of venues for this type of work: casinos, 5* hotels and homes of well known TV personalities All WWL's bespoke design orders have been from UK based clients
36
Where are WWL's bespoke design orders been ordered from?
UK-based clients
37
Does WWL do installation?
Retail & commercial clients don't usually require WWL to install (fit) the carpets supplied Usually engage separate self-employed carpet fitters themselves But for bespoke design work, fitting is normally part of the contracted service. WWL doesn't directly employ any carpet fitters, so subcontracts the fitting work and includes the cost of the fitters in its calc of the price charged to clients
38
Do WWL employ carpet fitters?
Don't employ any directly themselves Only Bespoke Design usually includes fitting Subcontracts the work and includes the cost of the fitters in its calc of the price charged to clients
39
What is WWL's website used for?
Used to support the business development for each type of client by giving more info about WWL's products & services
40
What is WWL's website used for?
Used to support the business development for each type of client by giving more info about WWL's products & services What does the website show\
41
What is WWL's website used for?
Used to support the business development for each type of client by giving more info about WWL's products & services Displas list of retail stockists for residential consumers Provides examples of type of flooring suitable for various commercial needs and invites direct enquiries for commercial Showcases WWL's higher profile work and invites direct enquiries for bespoke design
42
How does retail customers use WWL's website?
It displays a list of retail stockists
43
How do commercial customers use WWL's website?
It provides examples of the type of flooring suitable for various commercial needs Invites direct enquiries
44
How do bespoke design customers use WWL's website?
The website showcases WWL's higher profile work Invites direct enquiries
45
Who are WWL's main suppliers?
Yarn manufacturer - wool-based yarn that WWL uses is sourced from UK manufacturer. Works closely with manufacturer to ensure yarn is high quality and that supply is assured Distributor - Contract with national distribution org that has reputation for reliability PP carpet manufacturer - Doesn't manufacture the PP carpets, instead purchases under contractual arrangement from large UK PP carpet manufacturer and sells them under WWL brand
46
Describe WWL's yarn manufacturer
Yarn manufacturer - wool-based yarn that WWL uses is sourced from UK manufacturer. Works closely with manufacturer to ensure yarn is high quality and that supply is assured
47
Describe WWL's distributor
Contract with national distribution comp Has reputation for reliability
48
Describe WWL's PP carpet manufacturer
WWL doesn't manufacture own PP carpets Purchases from PP carpets comp under contractual arrangement from large UK PP Carpet manufacturer Sells the carpet under own WWL brand
49
Describe WWL's positioning on employees
Regards itself as responsible and supportive employer Evidences this by regularly measuring the level of staff engagement provides staff development initiatives Has staff bonus scheme
50
How does WWL consider sustainability?
WWL is acutely aware of env concerns facing the carpet sector Includes the use of potentially harmful chemicals in carpet manufacture Also includes need for recyclability in carpet design to avoid/reduce the issues surrounding disposal at the end of a carpets life