Crystal Cabinet Works has been designing and manufacturing custom cabinetry for over 50 years. Crystal had experienced significant changes in management, especially in Sales and Marketing. The company’s exit from the commercial segment of the industry had a positive effect on profits, but sales had not rebounded to their peak levels.

With stability now in place at the senior level, management realized the need to redefine its Strategic Vision to accelerate growth. We guided Crystal’s top leaders in developing a detailed Future Profile for the company, including: customers, products and services, brands, geography, culture, competitors, alliances, organizational structure, financial performance, etc. Finally, the Critical Issues on which the company must focus to achieve the Strategic Vision were identified.

One of the Critical Issues identified in the Business Strategy was the development of a clear Brand Strategy and Communication Plan. Crystal again engaged us to guide a broader management team in developing a Brand Strategy, which will serve as the basis for a Communication Plan, as well as influence other areas of the company.

Following 3 years of significant growth for Crystal the entire US economy, and especially the housing industry, experienced a severe down-turn. At this time we were engaged once again to update the Strategic Vision and Brand Strategy.

Engaged with:

• Jeff Hammer, Chairman, President and Chief Executive Officer
• Bob Nordland, Chief Financial Officer/Chief Administration Officer
• Boyd Hedin, Chief Operations Officer
• Peggy Fuchs, Vice President, Sales and Marketing
• Jill Crandall, VP Human Resources