EMPIRICAL ANALYSIS TO ASSESS VIABILITY OF JABLITE'S CURRENT RESOURCES AND CAPABILITIES IN COMMERCIAL ROOF INSULATION.

Jablite Ltd is a 40 year old UK based well-known EPS insulation manufacturer that was taken over by a Dutch holding company, Synbra Group B.V., in the year 1996. During 2003 to 2011 Jablite had 7 different Managing Director and this had a direct impact on its competitive landscape. The things turned more difficult when it had to manage these internal challenges along with the 2007 recession and it’s after effects. After a going through a period when it was making profits as low as – £200,000 every month, the performance started picking up only in late 2011 and the top management became more stable. With a risk averse attitude and an intention to re-establish itself in UK insulation industry, Jablite is continuously making efforts to be the preferred EPS insulation supplier. Among different business segment Jablite currently operates, this research studies only Roof insulation segment. The aim of this research is to assess viability the existing resources and capabilities to gain competitive advantage. The approach used to find the answer to the question concerned uses guidelines from Barney’s RBV theory and semi-structured interviews of the people who are involved in production process and use these products, the staff and customers. The fact that at any given point of time a consumer is using roof insulation products from different manufacturers helped in adding volume to customer comparison and areas of opportunity in order to stack up against competitors. Based up on the responses received from detailed semi-structured interview with staff members across the board and some of the key customers (two of those make up for 85% of the roof insulation sales revenue) it was found that they prefer Jablite’s products because they are differentiated and keep the overall cost of the project controlled. Additionally managing communication within and outside the organisation and lack of innovative products did come up as a downside. Good relationship, one of the most inexpensive capabilities, with the right firms in Construction and Building material industry cannot be substituted. They provide an insight to industry dynamics and factors critical to success helping Jablite or any other firm take calculated risks and assure positive returns