Executive Casework, Inc. is a custom commercial mill working company based in San<br/>Jose, CA. Although the company originally only focused on cabinets, it has expanded to include custom reception desks and solid surface countertops to meet demand. The company founded by David and Mark Brown has humble beginnings, originally located in Mark's garage. Over the last two decades, the company has seen astronomical growth buoyed up by the fast increase in commercial real estate in Silicon Valley.<br/>However, the company is currently facing considerable uncertainty like many others in the industry. These resulting overhead costs, when paired with future uncertainty of demand created by geopolitical trends, work from home, and Covid-19, create a notable problem for Executive Casework, Inc. As such, this thesis will focus on strategic steps Executive Casework, Inc. can make to capitalize on current macrocosmic trends, as well as trends within their own industry. More specifically, it will be a strategic analysis identifying the key external forces driving the fluctuating revenues in the commercial custom mill working industry, followed by an analysis of these external forces (magnitude and longevity). We will end with a framework for capitalizing on these trends by organizationally and physically placing a company like our exemplar company, Executive Casework, in the best position to realize maximum profitability.

Executive Casework, Inc. is a custom commercial mill working company based in San Jose, CA. Although the company originally only focused on cabinets, it has expanded to include custom reception desks and solid surface countertops to meet demand. The company founded by David and Mark Brown has humble beginnings, originally located in Mark’s garage. Over the last two decades, the company has seen astronomical growth buoyed up by the fast increase in commercial real estate in Silicon Valley. <br/>However, the company is currently facing considerable uncertainty like many others in the industry. These resulting overhead costs, when paired with future uncertainty of demand created by geopolitical trends, work from home, and Covid-19, create a notable problem for Executive Casework, Inc. As such, this thesis will focus on strategic steps Executive Casework, Inc. can make to capitalize on current macrocosmic trends, as well as trends within their own industry. More specifically, it will be a strategic analysis identifying the key external forces driving the fluctuating revenues in the commercial custom mill working industry, followed by an analysis of these external forces (magnitude and longevity). We will end with a framework for capitalizing on these trends by organizationally and physically placing a company like our exemplar company, Executive Casework, in the best position to realize maximum profitability.