Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Zest: A Driving Force in Motors
Title
Zest: A Driving Force in Motors
Author
Alison Gaylard; Geoff Bick
Pages
18
Product Type
Case
Reference #
WBS-2010-01
Teaching Note
Institute
Setting
Johannesburg
Year
2009
Keywords
B2B marketing, marketing strategy, entrepreneurship.
Summary/
Abstract
Abstract
Johannesburg-based Zest, well respected in the electric motor industry, was the only distributor of WEG motors throughout southern Africa. In 2001, its chief executive officer (CEO), James Blakemore, added variable speed drives (VSDs) to the product portfolio and, by 2009, Zest had become the fourth-biggest player in the local drives market. Now, in July 2009, Blakemore pondered his options. Should he focus on increasing market share and boosting sales? Or had the time come to diversify once more? Perhaps, he wondered, he could look at the portable generator set market. On the other hand, being strong in drives, he was tempted to expand into control systems, which would add significant value to his current product offering. He knew, though, that that would mean competing with customers, thereby jeopardising the relationships he had so carefully built up over the years.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
