Thermo King’s vision behind the recommended changes is to transform the business in a manner such that the overall satisfaction level that consumers currently derive from their experience with Thermo King’s products and services can be increase exponentially. The current threats to Thermo King place it in a position where there is a good chance that Thermo King will not be able to maintain its high consumer base unless it brings about a drastic change in the way it approaches its consumers. The changes are meant to transform Thermo King’s operational focus such that it becomes relatively more consumer oriented rather than business oriented.
Focus of Change
The change shall be focused primarily upon areas that come into direct interaction with the consumer. Areas such as these incorporate all sales, service and marketing personnel. The change shall aim to reinvent Thermo King’s image in the consumers’ perception as one that is difficult to reach and lethargic in after-sales service to one that is highly active and is truly concerned for the consumer.
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