Abstract
This case study concerns a company, operating within a highly sensitive industry, which needs to adopt new planning and control procedures along with performance measures in order to ensure its long term survival. The case explores the characteristics of the UK funeral industry, and the impact of the incursion of large overseas companies on the operation of small family businesses. Porter's (1980) Competitive Strategy framework provides a vehicle for the analysis of generic strategies to secure competitive advantage when cost leadership is not a practical possibility. Product diversification and niche marketing are explored in a Teaching Note to a rewarding case, but one which may raise the emotional sensitivity of subjects.
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