Jashim Uddin Ahmed, Mohammad Jasim Uddin, Nahid Farnaz, M. Akbar Ali
||Asian Case Research Journal, 2016, Vol.20 (2), pp.351-372
||World Scientific Publishing
The case explores the marketing and business strategies of National Fan Limited (NFL). The company was one of the most successful domestic companies and leading ceiling fan manufacturers in Bangladesh. Specifically, the case focuses on the strengths and challenges of the company. The company had continuously expanded its operations and made a leading position in the industry since the early 1980s. It had adopted numerous dynamic strategies to sustain competitive advantage. The company, however, had experienced unprecedented challenges and setbacks to manage its growth. Besides numerous political challenges, the major issue was widespread existence of counterfeit products. Though the demand of ceilings fans had increased, the company had been struggling to keep pace with market growth due... to the dearth of capacity. Other challenges were associated with raw materials and entrance of new rivals. The case allows students to explore strategies to overcome the challenges and increase market share.