1. What factors do you believe are responsible for the companys financial success to date? 2. What...

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1. What factors do you believe are responsible for the company’s financial success to date?
2. What should WH do about their apparent overdependence on one customer? Why?


W.H. Plastics was a reasonably successful family business operating in the plastics industry. It was located in Hamilton, Ontario. Between 1989 and 2007, the company had grown, from a small start-up, to having 170 employees and sales of $18 million. Like many other companies in Canada, W.H. now faced a number of challenges including the rising Canadian dollar, competition from China, an industry that was now global and the apparent over dependence on one customer. Bill, the founder and owner of the business, was becoming concerned and wanted to develop a plan of action for the future.

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Contemporary Canadian Marketing Cases

ISBN: 978-0132827904

5th edition

Authors: H.F. Herb MacKenzie

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