4. OVERVIEW
Dialogue:
Between the President, the Vice-P and the
Consultant
They discuss the recommendations of the
consulstant
Mr Otto tryes to not follow
At the end Ms Malcolm explains her
recommendations with facts
16. Statement Of Problem
How to avoid the lack of
competitiveness and the crisis
while increasing sales?
17. Option 1: Status quo:
Pros:
Preserve the image of
the company in
Europe.
Still in a strong
position in the
European market
No problems with
dismissal concerning
Cons:
Loss of money(
sales decreasing)
Bad for long term
strategy decisions
Still bad
communication
concerning the
Status quo in this situation means the
company keeps selling in Europe and doesn't
follow Mrs Malcolm recommendations.
18. Option 2: Closing down the
European office in Amsterdam
Pros:
Keep the focus on
US market
Avoid losses
Reduce the costs of
the company( with
no export charges)
Following Mrs
Malcom expert
advice.
Cons:
Loose the Dutch
market
Bad image in
Europe
Dismiss all our
employees in
Europe.
19. Option3 : Switch hardware to
software emphasis
Pros:
Possibilities of
Partnership with
IBM compatible
software
Entry to a new
market
Reduce the costs
and avoid losses of
Cons:
Expensive
investment
require lot of
financial resources
Risky with no
guarantees on
return on investment
Lost of the hardware
market.
20. Option 4: Change the
communication
Pros:
Customer base
more informed
increase of sales
Increase Comtec
corporation’s image
in existing markets
Follow Mrs. Malcom
expert advice.
Cons:
Huge expense
Risky choice ( the
customers might not
like the new ads)
Possibility of sales
decreasing even
harder.
21. Option 5: Following all Mrs. Malcolm
recommendations:
Pros:
Long term strategic
plan
Important income
from return on
investment.
Entry to new
markets
New products
available for new
Cons:
Brand image
Really big
investment
Risky option
Close existing
markets.
