Case: Shield Batteries Ltd. UK

Started in 1965, Shield Batteries Ltd.UK is a leading manufacturer of car batteries in the U.K. market. Since then, it has been under the charge of Mr. Jones, the founder-owner of the firm. In 1999, 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. Marek 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 steadily. Mr. Marek wanted to introduce some radical changes in the advertising and branding of the new business but the proposal was turned down by the old-fashioned Mr. Jones.

At this juncture in 2002, the firm is losing heavily in the fork-lift batteries business and its market share in car batteries is also on a decline. Mr. Jones has asked Mr. Marek to show a turnaround in the company within a year. What steps should Mr. Marek take to take the company out of its troubles?

Students analyze the case and do the following:

1.Elaborate facts of the case?

2.what will be the Situational Analysis of the company.

3.Who are the competitors and customers of the company?

4.How you will define the problem the company is facing?

5.Offer at least 3 alternatives for the company to rebound.

6.Lay down the criteria for evaluating the alternatives.

7.What pricing strategy should the company adopt?

8.Conclusion