Started in 2015, Fren-Co is a leading manufacturer of car batteries in the Vietnam Market. Since then, it has been under the charge of Mr. Cancino, the founder-owner of the firm. In 2019, the company decided to go for a diversification by expanding the product line. The new product was batteries for fork-lift trucks. At the same time, Mr. Mendoza was appointed the Senior Vice President of Marketing in the company. However, soon after its successful diversification into fork-lift batteries, the sales in this segment began dropping steadly Mr Gonzales wanted to introduce some radical changes in the advertising and branding of the new business but the proposal was tumed down by the old-fashioned Mr. Cancino. At this juncture in 2021, the firm is losing heavily in the fork-lift batteries business and its market share in car batteries is also on a decline. Mr. Cancino has asked Mr. Gonzales to show a turnaround in the company within a year. What steps should Mr. Gonzales take to take the company out of its troubles?

Started in 2015, Fren-Co is a leading manufacturer of car batteries in the Vietnam Market. Since then, it has been under the charge of Mr. Cancino, the founder-owner of the firm. In 2019, the company decided to go for a diversification by expanding the product line. The new product was batteries for fork-lift trucks. At the same time, Mr. Mendoza was appointed the Senior Vice President of Marketing in the company. However, soon after its successful diversification into fork-lift batteries, the sales in this segment began dropping steadly Mr Gonzales wanted to introduce some radical changes in the advertising and branding of the new business but the proposal was tumed down by the old-fashioned Mr. Cancino. At this juncture in 2021, the firm is losing heavily in the fork-lift batteries business and its market share in car batteries is also on a decline. Mr. Cancino has asked Mr. Gonzales to show a turnaround in the company within a year. What steps should Mr. Gonzales take to take the company out of its troubles?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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