Dahlia Case Study

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1. Time Context
The problem has to be solved by the year 1985.

2. Viewpoint Mr. Chua Boon Kang and Mr. Leong Sim Lam

3. Major Policy Statement
Dahlia Furniture Private Limited is a local furniture industry, which supplies usually kitchen cabinets, wall units, bedrooms set and dining set. It also has metal and wood furniture sets.
4. Background of the Case
a. The Company
Dahlia Furniture made its entrance into the furniture industry in 1972 as subcontractors to two large furniture concerns, Ching Lin and Diethelm. It supplied mainly wall units and kitchen cabinets while bedrooms sets and dining sets were subcontracted out or obtained from local suppliers. Business went well and the company decided to branch into
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Some of them are manufacturers while others are retailers who have their own showrooms. They can be possible competitors of Dahlia. Other competitors comprise of foreign manufacturers and retailers. Some of these are Ikea , Fly, Homestead and soon to operate Scandinavian, Italian, Japanese and American manufacturers.

6. Present Company Departmental Plans
a. Product Planning Dahlia mainly supplies wall units and kitchen cabinets. It subcontracts local suppliers of bedroom sets and dining sets.
b. Market Planning Dahlia Furniture advertises in Straights Times. In connection to its retailing operations, Dahlia rented a showroom to a department store in Orchard area, in Bukit Timah area and Upper Thompson area
c. Production Planning The purchase of Upper Thompson and Ang Mo Kio factories are sought to increase the company’s supply.
d. Manpower Planning Dahlia acquired two factories namely Ang Mo Kio and Upper Thompson. The workers of these two factories were also hired. Staffs:
Sales person 11 persons
Clerical workers 4 persons
Production workers (Thompson Factory) 6 persons

e. Organizational Planning
Dahlia Furnitures is managed by Mr. Chua and Mr. Leong. Other staffs of the company are as follows: Personnel Position
• Chua Soo Lee General Administartion
• Robert Lam Production and General
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