1) Buy La Indeca and the store chain La Curacao:
- Why: To keep market shares and leadership in Central America, deeper market coverage.
- How: Take long-term loans
- Alternative: It will kill the company if other competitors buy La Indeca (Mabe, Whirlpool, LG, Samsung in Mexico)they would take market shares from Atlas Eléctrica and by the time wipe out the company from Central America where Atlas Eléctrica has the biggest market shares.
2) Focus on Central America:
- Why: to keep the market leadership in that region deeper coverage to its natural market. It will strengthen the company - and prepare it to expand or to win market shares in The Caribbean and South America. First it must strengthen its financial situation in order to have the resources to expand in other regions (it will need to put emphasis on marketing and to develop products that correspond to customer needs in the other regions especially regarding stoves).
3) Keep the focus strategy:
Why: Its cheaper to keep the old customers than finding new ones!
The middle-income segment is the largest consumer group and the brand names are aimed at this particular target group, so Atlas Eléctrica should keep focusing on this segment until the market is ready for more product lines.
Refrigerators and stoves are the main product lines in which Atlas Eléctrica has its core competences. They are also working fine due to the production system.
The market is not ready yet for more product lines even though the economy is growing because the purchasing power is not that strong compared with the ones in South America. Therefore there is not yet profit to gain by di...
... middle of paper ...
...et demands and enter new markets. These have different market characteristics and therefore the similarity theory does not fit the environment anymore.
Atlas Eléctricas vision is to be the leading company in the markets where it operates with competitive products worldwide. This does not match with the current organisational design which has a domestic functional organisation structure. Atlas Eléctrica will have to redesign its organisational structure into a more international oriented structure in order to correspond to the strategy, otherwise it will not be able to realise the strategy. This may be a difficult task for Atlas Eléctrica since its corporate heritage is based on the country similarity theory and since it has acted according to what is familiar right from the beginning.
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