Mathmos Ltd Case Study

Introduction:

Mathmos Ltd is a privately owned company located in London, United Kingdom. It primarily sells Wholesale lamps, Ceiling Light, Ceramic Lamps, Modern Lamps and Tiffany Lamps. The annual revenues of the company are 4,822,851. It strives to produce new light technologies to delight its customers. The Mathmos Mobile range was the first rechargeable LED which developed many products such as Aaron Rincover's Bubble and color changing 'aduki' range etc. Bubble became very popular and also received many awards like an IDEA award, D&AD commendation, Red Dot Award and many more. Some of their products are also invented and designed with the help of external designers. Talented designers are always encouraged to be a part of Mathmos products.

Background of the company:

It was established in 1963 by Mr. Walker who invented the first lava lamp. The lamp immediately gained the attention of the customers and sales increased at a higher rate in UK. It also appeared in many movies and films. In 1989, the company was taken over by Cressida Granger and David Mulley. They modified the lamp according to the modern times and introduced a whole range of ambient lights. Initially, the products were designed and manufactured in the house but due to its popularity and increased demand, the company doubled in size each year.

In the late 1990s, cheap duplicate copies of the lamp begun to appear in the market. This was a potential threat to Mathmos and change was required for the survival and success of the company. In 1998, the sole owner of the company was Cressida Granger as David left the company. The company was hit by the global recession and the size of the organization was reduced in order to compete in the rapidly growing environment. Since then Mathmos is following the strategy of constantly offering innovative designs. A program of new product development was launched to differentiate their products from the copied ones. Product manufacturing was shifted overseas to offer more competitive prices. Mathmos is a small company now but it still has a wide range of good quality products. Their main focus is towards lighting and it markets its product on the international level through retail and wholesale channels.

Products:

It offers a wide range of products which include:

* Lava Lamps

* LED & Mood lights

* Space Projector

* Airswitch lights

* Candlelights

* Lamp shades

SWOT Analysis:

SWOT stands for Strength, Weaknesses, Opportunities and Threats. It is a strategic tool to audit the organization and its environment. It specifies the objective of the business and evaluates these four factors to determine the key issues faced