Arran Aromatics Limited - Case Study Reference No. 397-046-1

Citation

Martin F & Craig C (1997) Arran Aromatics Limited - Case Study Reference No. 397-046-1. Bedford, UK: European Case Clearing House at Cranfield University. http://www.ecch.com/educators/

Abstract
This case charts the birth and development of a small manufacturing company specialising in value-added toiletries. The introductory sections outline its managing director's previous experience of starting two small businesses from scratch and then goes on to look at the challenges now facing the company. The case illustrates how important it is for entrepreneurs to think long term when starting up a business and how even a small company can be faced with a large number of possible avenues for expansion. Since this business is located in a fairly small community, the case also raises issues of popular attitudes towards entrepreneurship and the standing of the entrepreneur within a community. The case can also be used with students to raise a number of important human resources questions about morale and motivation.

Keywords
Entrepreneurship; Business start-up; Business strategy; Human resources; Marketing