CASE STUDY

Cranfield Currency Company

$6\mathrm{.}2$

This case study, although simplified, has been derived from a real world industrial situation. The Cranfield Currency Company $($CCC$)$ manufactures various types of cash machines under three product families, which are each produced in three variants:

The standard dispenser $($made in the USA$),$ which needs to be filled with currency to be dispensed.

The recycling dispenser $($made in the UK$),$ which is able to take in currency through ongoing deposit transactions and uses the same notes to dispense. It is thought that the market is shifting towards recycling dispensers, which have the biggest profit margin $(32$ per cent$),$ and marketing plan to launch sales promotions for this product range.

The counting machine $($made in France$),$ which is sold to businesses that need to be able to count cash in large quantities quickly, e$.$g$.$ retailers, and therefore targets a different market from the dispensers, which are sold to banks.

CCC has five main markets for its cash handling technology, as shown in Figure $6\mathrm{.}6.$ The markets vary in size, with the UK and US being the largest. China is a relatively small market but has been growing recently. CCC has had a challenging time coordinating

Markets

Plants

Figure $6\mathrm{.}6$ Pradun.