In a highly competitive marketplace where delivering an outstanding service is critical to success, it was essential that Associated Packaging operated a flexible distribution and financial software system with excellent reporting facilities. They chose Strategix.

Formed in 1971, Associated Packaging is a thriving organisation which provides packaging products and services, mainly to the food processing industry, in conjunction with its subsidiary companies - Eurohill Labels and Associated Packaging Machinery.

With its headquarter in Tonbridge, Kent and a second location in Market Deeping, Lincolnshire, the company is dedicated to providing top quality service and support in a highly competitive, distribution-led industry.

Associated Packaging is by far the largest group company and provides high quality, value for money packaging products to over 2,000 accounts in the UK. Providing mainly plastic-based packaging, the company's 27,000 sq ft warehousing contains enough flexible film to circle the world alongside another 2,500 other individual product items each with its unique product code.

Critical Success Factors
Adam Buckland, Associated Packaging's Operational Director comments, "Our core aim is to provide a packaging solution to our customers who range from large retailing organisations to smaller independent packers. This means that we must always have up to date information on stock levels when sales enquiries and orders are received."

Originally using paper based systems in the 70's, the company invested in IT throughout the 80's on a centralised proprietary Olivetti system which supported the financial accounting, sales order processing and payroll functions within the company.

"This system supported our company well until we realised that we were losing our competitive edge by using old technology."

"Like most companies, we needed to review our business processes and take a more strategic approach to our Information Technology needs."

"Our key aim was to have a system which provided more timely and accurate management information and to give us the flexibility to develop our business both organically and through acquisition." says Adam.

Making the Choice
In mid 1993, Associated Packaging reviewed the market place for distribution-orientated software packages and identified twenty possible providers.

Focusing on open system solutions to provide freedom of choice, Associated Packaging circulated an in-depth invitation to tender (ITT) to potential suppliers, not only requesting information about the software functionality but also the support and service the supplier could provide.

Finding a software partner
Twenty potential suppliers were quickly narrowed down to six, two of whom were invited to give demonstrations of their products in the form of an in-depth workshop specifically focusing on telesales and sales order processing functionality - key business areas for the company.

In April 1994, after a full review, the company purchased Strategix. "We were looking to buy a product with a future and which would support our core business needs. Strategix will enable us to support our administration rather than having our administration support Strategix", comments Adam.

"Our calculations showed that Strategix was a 96% fit to our requirements and would enable us to fully control our business. Based on an IBM server, our system provides access to over 50 staff both in Tonbridge and via a kilostream voice/data link to the 14,000 sq. ft. warehouse in Lincolnshire" he says.

Core business needs
Key functionality required by Associated Packaging included flexibility at sales order entry to allow for proactive selling, flexibility to link into the EDI networks often required by large retailing organisations and the flexibility to take full advantage of third party products such as Fax technology.

Tangible benefits
In addition, by providing more timely information and control over stock levels, Associated Packaging is able to react and exploit rapid changes in market needs or "fashions" and, as an added service, provide in-depth reports to their customers about their own buying patterns.

"We believe that Strategix will continue to support our business growth for the foreseeable future, particularly in our Eurohill Labels and Associated Packaging Machinery subsidiaries."