LundHalsey is a well-established, successful company that manufactures professional furniture for control rooms, for use in industries such as aviation and broadcasting. It’s a niche and complex market and in 2015, they identified serious potential risks from competitors that could jeopardise the business’s success; firstly from high volume (cheaper) furniture manufacturers who modify their products to compete on a professional level and secondly, from competitors offering more modern looking solutions, appropriate for ‘high tech’ working environments.
