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Essay text:
Le Petit Chef needs to use synchronous innovation, to make sure their strategic positioning matches their processes and therefore their cost structure. They also might want to push for a disruptive technology like introducing fuzzy logic to sustain their competitive advantage.
What is the relevant context of this case?
The microwave market is global. Three main regions (USA, Europe and Japan) are served by major players and some local, smaller suppliers which tend to target the “less price sensitive high-end market” . The European market is quite fragmented due primarily to heterogeneous food preference and cooking habits, allowing regional players like which Le Petit Chef to offer tailored value propositions...
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