Masterton Carpet Mills Case Study

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Ulster Carpet Mills and Ceara School

13 Apr 2017

Ulster Carpets support the Ulster Orchestra Music Room Project

When first stepping into Ceara School, it was immediately evident that it is a cheerful and warm environment with an emphasis on education beyond the traditional school subjects. Ceara School is a fully integrated school and teaches children from age four upwards with a range of challenges which make learning more difficult. Janet Warwick, the teacher in charge of Class 18 (the Leavers Class) explained that teaching her pupils social skills which can be used beyond school is vital as they prepare to leave education at the end of the School Year. This is why projects such as the 'Music Room', run by the Ulster Orchestra and supported by Ulster Carpets, are so important.

The Music Room is a community engagement project, run by the Ulster Orchestra and this set of workshops in Ceara School has been supported and enhanced by Ulster Carpets sponsorships. Partnered through Arts & Business NI, Ulster Carpets financial support along with the Ulster Orchestras contribution has enabled the Orchestra to enlist the services of a specialist trainer, Eve Harrison, from Jessie's Fund. Eve has led this first series of interactive workshops and equipped teachers, classroom assistants and the Ulster Orchestra players with the skills required to continue the workshops beyond the initial three-month programme.

The pupils worked alongside the Ulster Orchestra players and Eve to create a soundtrack to a short film. The pupils very much led the process, using their imaginations and creativity to direct the players as to the sounds they wanted to create. The Leavers Class put on a fantastic performance on the 29th March in front of teachers, pupils and guests from the Ulster Orchestra, Arts & Business NI and Ulster Carpets. The hard work and determination of the pupils was evident in the flawless performance!

Ulster Carpets and Arts & Business NI were delighted to support this wonderful project, the workshops have not only delivered a lot of fun and new experiences for Class 18 - but have also left behind a tangible benefit to both the Ceara School and the Ulster Orchestra players who will continue the Music Room Project.

Masterton Carpet Mills, Inc. is a privately held manufacturer of a full line of medium to high-priced carpet primarily for the residential segment. The company markets its products under the Masterton and Chesterton brand names. MCM currently distributes its line through seven floor covering wholesalers located throughout the United States. Masterton Carpet Mills, Inc. lagged behind the industry sales growth, but still managed to be profitable by recording a 3.6% sales increase over the previous year. U.S. consumers and businesses spend approximately $50 billion per year on floorcoverings. The largest category of floorcoverings is carpet and rugs which accounted for an estimated $17.9 billion in sales. The residential segment accounted for 74% or $13,246,000,000 ($17.9 billion x 74%=$13,246,000,000) of the total U.S. sales. This segment is dominated primarily by three companies, Shaw Industries, Mohawk Industries and Beaulieu of America, which control 85% of the U.S. residential carpet and rug market. Masterton Carpet Mills, Inc. is not inexperienced in the area of direct distribution. They currently directly distribute their contract sales to institutions and business. However, these sales only account for 28% of company sales and occur primarily in the southeastern U.S. U.S. Carpet and Rug Industry: U.S. consumers and businesses spend about $50 billion annually for floor coverings. The largest category of floor coverings is carpet and rugs, followed by resilient coverings (vinyl), hardwood, ceramic tile, and laminates. The U.S. carpet and rug industry recorded sales of $11.69 billion at manufacturer’s prices in 1999. TWOS ANALYSIS • Threat  Several wholesalers were feeling increased pressure to shave their profit margins to accommodate retailer pricing demands.  Mergers, acquisitions, and bankruptcies among manufactures brought a declining demand for carpet and rugs.  The sales distribution in the residential segment more skewed.  Increasing demand in ceramic, hardwood, and resilient floorcoverings.  Declining carpet and rugs in sales in outside U.S.A


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