26 May ASE STUDY: SUH Incorporated Company Overview:
ASE STUDY: SUH Incorporated
Company Overview:
SUH Incorporated: SUH is a light (value added) manufacturer in the Emergency Response Management market, and offers a variety of products to support domestic and international disaster relief efforts. Some of their products are: rapidly deployable structures, custom mobile command trailers, gas mask filter canisters, etc. SUH has built its reputation on the personal relationships fostered by its regional sales representatives and has an extensive network of community contacts. The sales representatives are proud of the best-in-breed product offering and are frequently called for live product demonstrations.
SUH Company Stats (Last Quarter Results):
Gross Annual Revenue: $30 Million/year
Outstanding Debt: $20 Million
Available Cash: $4 Million
Average Sales Margin: 15%
SUH made significant profits during a recent hurricane impact on the gulf coast. The executive management and board of directors felt that the time was ideal to acquire two companies that differed noticeably from their current business, CarbonTech and MyRentals.
CarbonTech: A small activated carbon and filter manufacturer with NIOSH approval for their filter design. CarbonTech’s IT infrastructure is small (25 computers, 3 servers); the Operations Manager, Joe DeCline, has been servicing all IT needs. He takes great pride in the Epicor Vista® Software that he runs on a Progress® database. This has been a family business for years, and Joe’s father Jay manages the business very closely. Generally, CarbonTech is resistant to change.
MyRentals: This medium size event services company provides tent rentals for a variety of events; they have been a “big player,” renting tents, AC Units, portable professional kitchens, etc. to everything from the Super Bowl to personal weddings. No event is too large or too small. The company’s General Manager, Bobby Buddy is the quintessential nice guy. He has a great personal relationship with most of his 200 full time employees, and even some of the 300 seasonal workers. The IT administration has been completely outsourced, and MyRentals is unhappy with the current level of support. The cost to support IT in their 14 satellite offices and use the Microsoft Dynamics GP® ERP system is consuming their very valuable cash.
The Technology Environment: As the Director of Information Technology for the combined companies, you find three very different environments. The current CEO of SUH, Rock Martin, is technology averse – historically IT capital equipment purchases have been limited to less than $5,000/year. This is in stark contrast to your direct supervisor the CFO, Neil Robber, who loves to be connected. CarbonTech’s General Manager, Jay DeCline, is willing to invest in technology, but only if his son, Joe approves the purchase. Joe believes that he has already provided CarbonTech with everything they need in the areas of Operations and IT Infrastructure. Joe is fond of saying “If it aint broke don’t fix it.” Bobby Buddy, GM for MyRentals, is inherently trusting of his advisors, and has purchased all recommended services and support from his telecommunications, IT, and ERP support providers.
Your IT staff consists of yourself as Director of IT, a senior database developer, and a ½ time PC technician.
Each company has its challenges: The parent company, SUH is cash poor and unprofitable. CarbonTech is very profitable, but does not earn enough to support the other companies, and is very resistant to change. MyRentals has placed too much trust in the individual branch managers to run localized operations and is now only breaking even; they desperately need to get control of their financials, but each branch has different procedures for material acquisitions. Their “just get it done” attitude has resulted in poor margins and poor documentation on all purchases.
Now with many more assets, personnel, and business challenges, the executive management is turning to you to help alleviate some of their financial stress with sound IT solutions that will demonstrably improve SUH’s ability to operate and the “bottom line.” With so many different stakeholders you know that your analysis and recommendations must be sound!
Challenges and Opportunities:
SUH has many challenges and opportunities as it works to combine the three companies into one integrated enterprise. The company could benefit from any number of enterprise-wide implementations that would improve its sales support, its manufacturing and supply services, and its corporate financial management, as described below.
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