Corbin Pacific - Case Study

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CORBIN - PACIFIC

Summary

1.1 Executive Summary

Corbin Pacific, Inc. is a California based company, whose mission is to produce best motorcycle accessories in the world through innovative designing and high quality manufacturing with a customer oriented approach. Mike Corbin, Founder and President of the company started this company back in 1968 by producing motorcycle seats in his garage. Over the past three decades, the company has come a long way. It now has more than 90 % market share in the motorcycle accessories. Its product line includes motorcycle seats (also called saddles), bags, fenders and other small accessories of a motorcycle. The company has a patent on using ‘integrated molding technology' to manufacture motorcycle seats.

In 1998, its annual revenue was over $ 15 million and employed 154 associates. The company has its offices and manufacturing plant in Hollister, California with a major showroom in Daytona Beach, Florida. Since its inception, Corbin-Pacific has identified product needs and designed stylish products to fill these needs. New products had fueled the growth and profitability of the company. The company is very well managed. Its employee turn over ratio is low; there are no layoffs and compensation package given to its employees is one of the best in the industry.

Company's marketing strategy is product driven. There is a lot of emphasis on mass customization. Internet is being used by the company for its marketing and online selling of its products. Company's financial position is strong. It is supporting Corbin Motors financially and is providing a base for its research and development. This business plan is based on a Case Study conducted by Harvard Business School (1999). A standard business plan outline (Berry, 2004) has been followed.

1.2 Mission

The company's mission is to produce best motorcycle accessories in the world through innovative designing and high quality manufacturing with a customer oriented approach.

1.3 Keys to Success

It is important that the company continues to produce high quality saddles and accessories for a wide range of street motorcycles, dual sports, quads and scooters. At the same time, the company's further success will depend on venturing into additional products while securing new customers.

Company Profile

2.1 Company Ownership

The company was initially established in 1968 at Gardner, Massachusetts by Mike Corbin, Founder and President of Corbin-Pacific. The company is the top motorcycle seat manufacturer in the world. In 1979, Mike moved to California and established its offices and manufacturing plant at Hollister.

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