Carlton Electronics Case Write Up

Carlton case write up.

Carlton built a respectable brand name as being a quality supplier for answering machines and related products. The company was able to build this brand equity during a time that the market for these types of electronics products was not saturated. Carlton followed a traditional marketing approach when it came to dealing with its customers and most of its profit came mainly from doing business with the British Telecom. However, during this time the market for telecommunication products seemed to be expanding and Carlton was at a risk of being kicked out of the market by new competitors that could provide the same products at lower prices. Therefore it was important for Carlton to change its way of doing business in order to reach more potential customers such as chain and discount stores effectively before it was too late.

Carlton’s marketing approach was not a very strong one and the company realized had a lot of work to do. A few companies from Europe began entering the market and Carlton was able to stay ahead of the competition “not by matching prices but by investing in a marketing programme emphasizing the quality which had identified Carlton products.” (Christopher 75) However, Carlton realized that it will not survive the second wave of competitors entering the market just by following this approach. During this time Japanese companies entered the market offering same quality products at lower prices. Carlton was exposed to Porters Potential Entrant force in a big way once the Japanese companies entered the market. Carlton needed to change its overall structure if it was going to survive new competitors entering the market.

One of the things that Carlton decided to conduct was a customer’s service survey in order to point out exactly the areas where the company needed the most work. There were three main areas that Philip Mirrard the marketing director for Carlton Electronics wanted to explore. According to the case “the...