CHALLENGES

CHALLENGES OF ENTRY IN RECESSION

Low Cost Import Competition Its an industry in decline Changing fashion effects the perception New product development creates barrier Cross industry relationship. Existing brands have reached solid historical foundation.

COMPETITION CHALLENGES IN RECESSION

High competition from Asia and South America and surviving manufacturers in US and EU. Competitors focus on marketing, specialization and product line extension. Strong impact of Sheffield (UK) manufacturer. Outlet chains develop and promote SS product under their own

brand.

BU Y E R S R E L AT E D C H A L L E N G E S I N RECESSION
Change of lifestyle Recently increased price sensitivity. Responsive to change in style and design (IRISH MARKET).

CHALLENGES DUE TO SUBSTITUTION RECESSION

By 2010, China accounted 65% SS cutlery sales in EU Plastic cutlery. Sliced bread.

POSITIVE MARKET OPPORTUNITIES

Growing demand for different SS grades Growing demand for branded product lines extensions Anti-terror cutlery Targeting catering market High brand recognition for prospective product lines Participating in cross-industries` events

RECENT MARKET THREATS

Savvy customers (price sensitive) Growing unemployment Growing popularity of casual dining culture Outsourcing Development of direct online sales High wages

Growing shares of Asian and South American companies