I have a question
"Where do GM see themselves in 5 years time?"
When asking this question im considering the rapid demise of Slazenger as a brand, Gray Nics outsourcing to India and the rise of Adidas, Puma and inevitably Nike. The cricket market is changing, where does GM fit into it?
Excellent question.
About 5 years ago we sat down and considered the future. There were siren calls to look at moving production to India. We would be no strangers to that, as it happens, as back in 1999, we moved the Unicorn dart manufacturing business - that my Grandpa started - to China. That was the right move for Unicorn, India is not the right move for GM as so many other brands have found.
What we decided to do is make better bats. Bats that you would aspire to. Bats that feel better, play better, look better than anything we or anyone else had made before.
So we set about a research project in conjunction with a firm who are world leaders in wood technology. We learned a lot and thought a lot.
Coming out of the research were some radical new ideas in timber conditioning, pressing and manufacture which are now possible with the latest technology. We looked at the costs, swallowed hard, had a stiff Scotch (Dalmore 12 as you ask) and DXM was born.
The GM factory in Nottingham is the most advanced in the World bar none. It blends seamlessly the very latest machining technology with the hundreds of years of collective skill and craftsmanship that our fantastic staff have accrued. They work with us in our own factory. Ask other substantial brands for a factory tour and there will be an embarrassed silence.
I believe we are making the finest bats in the World. We shall continue to innovate and have the infrastructure to design and manufacture in our own factory, under our own control, even better bats. We shall continue to focus on the needs of the cricketer. We shall continue manufacturing English Willow bats and will not badge the output from an OEM factory.
In my view, the bats badged Adi, Puma for example are inconsistent and average at best. They are not the product led model that we choose. The focus of the mega brands who have no real heritage in cricket is on developing their brands generally around the World, but very much driven by emerging India at the moment. Whether average product can successfully underpin brand equity in the long term would be a concern.
GM choose outstanding product to drive the brand forward. Where will we be in 5 years time? Truth is, that's a long way off but if I had to pick some words : Quality. Innovation. Performance. Deliver. Support.
Hope that helps!
Kind regards
Edward
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