Crown Equipment Corporation

1.<Tab/>Cutting edge designs is one of the reasons for Crown's success: The "Crown Equipment Corporation" develops and produces fork-lift trucks in the most diverse variations and is one of the top 10 manufacturers in the world. The company achieved this competitive edge contrary to its competition, as special attention to the industrial design of its products blended with superior engineering ideas. Their designs were ergonomically and qualitatively superior with minute attention …

…This ensures that the creativity in Crown's designs remains fresh and Crown's reputation for design leadership is retained. Tom Bidwell could also leverage his existing relationship with Dave Smith for helping set-up the in-house design department. Considering the widening portfolio of Crown's products, the in-house department costs is also quite justified. This will lead to a better interaction between the marketing, engineering and design department which is critical for saving time on upgrades of products.