Product details

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Case
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Reference no. 394-124-1
Authors: Joseph Wolfe (University of Tulsa)
Published in: 1994

Abstract

Based on on-site interviews and Russian secondary literature a transformer manufacturer specializing in the home electronics industry is facing falling sales due to superior Japanese imports and inferior, domestically produced television sets, video cassette recorders, and record players. The firm has restructured itself to serve new foreign markets and has created a new marketing department in the process. Various internal and external strategies conceived by the new marketing director are presented although his experience in the field is very limited and the viability of these strategies is debateable. This case demonstrates the pivotal role of marketing in globally competitive industries, problems caused by inadequate market information and a knowledge of competitor strengths and weaknesses, and the difficulty of appraising the economic performance of post-Socialist firms as they attempt to survive in a politically uncertain, economically unstable transition economy.
Location:
Size:
3,000 employees, USD3,795,634 sales in late 1993
Other setting(s):
1990-1993

About

Abstract

Based on on-site interviews and Russian secondary literature a transformer manufacturer specializing in the home electronics industry is facing falling sales due to superior Japanese imports and inferior, domestically produced television sets, video cassette recorders, and record players. The firm has restructured itself to serve new foreign markets and has created a new marketing department in the process. Various internal and external strategies conceived by the new marketing director are presented although his experience in the field is very limited and the viability of these strategies is debateable. This case demonstrates the pivotal role of marketing in globally competitive industries, problems caused by inadequate market information and a knowledge of competitor strengths and weaknesses, and the difficulty of appraising the economic performance of post-Socialist firms as they attempt to survive in a politically uncertain, economically unstable transition economy.

Settings

Location:
Size:
3,000 employees, USD3,795,634 sales in late 1993
Other setting(s):
1990-1993

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