Methods for the Background Study

A study exploring the history of caravanning, the market structure and trends in production was conducted between March and October 2008. It is important at this point to stress that the motivation for this was purely contextual and no significance or connections to the main research have been made of the findings. There has been little published about the UK touring caravan manufacturing industry, so the background study was an opportunity for determining whether this industry would be a suitable sector for developing case studies for the main research. The study enabled a deepened insight to the competitive structure and supply chain related challenges affecting the UK touring caravan industry and its members. The list of participants and main findings were presented in Chapter I.

As proposed by Gray (2002), this study was useful for gaining some background information on the supply chain challenges which were being faced by the UK touring caravan manufacturing industry

33_{Cottage industry was defined by Chandy et al. (1998, p.890) as “experts …manufactured hand tooled, highly customized goods”} Chapter I Introduction Chapter II Literature Review Chapter III Background Study of the Industry Chapter VII Conclusions Chapter VI Analysis, Interpretation & Discussion Chapter IV Research Philosophy & Design Chapter V Case Study Findings

and establishing if these were indicative of some of the challenges which were highlighted in the five manufacturing reports featured in Chapter 1. The background study was found of most value for three reasons:

 Building on and confirming or dismissing other background industry information which was understood prior to the study. One has to dismiss the notion that the research evolved from an “empty head” (Kelle, 1997) or “tabula rasa”.

 It provided an opportunity to identify the gatekeeper within the industry (Gray (2002)

 Working relationships could be developed through this period with industry participants in preparation for the main research (Saunders et al. 2007).

An introductory letter was distributed to industry representatives at a National Annual Trade Show in February 2008 which provided opportunity for arranging face-to-face appointments for a later date. Participants were carefully selected as market leaders within the supply chain echelons of the industry, or those holding extensive knowledge of the touring caravan industry and its evolution. This approach ensured participants represented a significant proportion of turnover and market share for the industry in the relevant supply chain echelon. This helped the author to gain a more balanced and valid perception of the supply chain issues being faced by the UK touring caravan manufacturing industry. Following distribution of the introductory letter, follow up appointments were made with six companies, as listed in the Table 3.1. Interviews took place between March and October 2008 and each interview session lasted between forty minutes and three hours.

CASE COMPANY INTERVIEW PARTICIPANT

Finished Goods Manufacturer A Chief Executive

Retailer A Manager /Owner

Component Supplier A Director

Table 3.1: List of Interview Participants

A small number of industry experts were consulted throughout the study to ensure a holistic and non- biased view of the industry was understood. Informants were selected primarily from two organisations: National Caravan Council (NCC) and The Caravan Club (CC). Information was gathered from the websites and interviews with senior members from each organisation (From NCC: Marketing Manager, Business Development Director, Deputy Director General and from CC: Technical Director and Data Analyst). A short profile for NCC and CC is now presented:

National Caravan Council

- the NCC is a UK trade body supporting the touring caravan, motorhome, holiday home and park home industries in the UK. NCC is a not-for-profit organisation

founded in 1939. The aim of the organisation is in ensuring that “the caravan industry delivers high quality products and services and treats consumers fairly” (NCC: about the NCC, p. 2). NCC works closely with The Caravan Club, The Camping and Caravan Club and National Association of Caravan Owners. NCC acts as a lobbying party representing all supply chain members within the UK caravan industry. These members include:

 Manufacturers of tourers, motorhomes and holiday and park homes  Retail dealers of tourers and motorhomes

 Distributors of holiday homes

 Holiday and residential park operators

 Suppliers of components, appliances and accessories  Specialist service providers to the industry

NCC is governed by elected members from within the industry serving through a range of specialist committees and a Board of Directors and is managed by the Directorate based in Hampshire. The mission for NCC is to be “the recognised and respected authoritative trade body for the UK caravan industry providing leadership through a centre of expertise offering support, products and services to members for the successful evolution of their businesses” ((NCC: mission and vision).

(Information as supplied by the NCC website, industry reports and interviews held with senior representatives from NCC: Marketing Manager, Business Development Director and Deputy Director General).

The Caravan Club (CC)

is a not-for-profit organisation, founded in 1901 and currently provides just over 500,000 member households with access to circa 3,000 caravan park locations. CC is aimed at supporting the consumer market but liaises closely with industry member, especially finished goods manufacturers. The organisation has built a reputation for sharing extensive knowledge and expertise about the industry trends and supporting caravan customers with improving their experiences with the popular leisure past time and activity. Some facts about the industry are includes:  Membership of the Caravan Club currently stands at just over 375,000 families, representing

around one million caravanners, motorhome owners and trailer tent owners.

 Including site wardens, CC employs over 800 staff, with 250 at head office in East Grinstead. The club’s annual turnover is over £100 million. The club has no borrowings and finances all expenditure from revenues and reserves.

 Membership grew slowly until 1939 when it was 1,057. Membership had doubled by 1945 and reached 10,000 by 1954. The 100,000 milestone was reached in 1971 and 250,000 in 1982.

 Club members own a total of 500,000 cars, making The Club customer of the motor trade.  The club provides over 20 million bed nights per annum, more than many major hotel chains.  Club members spend over £400 million (excluding site fees) every year in the local economy  On average there is a Caravan Club badge sited for every 30 square miles of Great Britain.  Over the last nine years The Club has invested over £100 million on site development and

acquisition, the majority of which was spent with local building contractors, landscapers and other trades.

 Every year The Caravan Club’s Overseas Travel Service makes reservations for over 30,000 member families who travel overseas.

(Information was supplied by two interview participants: Technical Director and Data Analyst).

In document Configuring the strategic orientation of manufacturing firms for economic sustainability: a study of the UK touring caravan industry (Page 111-114)