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PolarAir is an imaginary mid-size Canadian manufacturing exporter that makes portable residential air conditioners for distribution and sale in key European markets. Since this May 2021 PolarAir has been gradually reopening its factory after being closed for over a year due COVID and supply chain disruption. Employees are being gradually called back to work but existing finished goods and parts inventories are still low. The important Summer 2021 sales season is already underway. This year late summer temperatures are predicted to soar in Europe and most people, especially vulnerable groups, will be advised to still stay in place (stay at home).
You have been hired as PolarAir's international business management consultant. What should you recommend?
Discuss:
1. In sequence, what are the actions that the company should take to safely and productively re-open its supply chain, manufacturing activities and distribution/sales channels?
2. In what ways can the company minimize risk through market segmentation in its European markets?
3. How can the company utilize its inventory of early 2020 models to make a strategic advantage in its export markets?
4. What other integrative manufacturing activities could the company consider launching to become more sustainable in 'the new now'?
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