Mejzl k Modellbau: Seeking Directions to Fly High
Since its founding in 1989, Mejzl k Modellbau, a propeller manufacturing company based in the Czech Republic, had gained high visibility in the remote-controlled plane market. It had achieved a strong position by maintaining product quality and providing excellent customer service. The company had a strong cash position and an excellent credit rating; however, by mid-2018, the market for remote-controlled planes was reaching its saturation stage, as evidenced by Mejzl k Modellbau's declining profits. If the company continued to rely solely on the remote-controlled plane market, it might soon face bankruptcy. The founder decided to explore various other markets wherein he could utilize his expertise of making high-quality carbon fibre propellers. But how would he strategically determine which market to pursue? Mohit Srivastava is affiliated with University of Economics, Prague. Ladislav Tyll is affiliated with University of Economics, Prague.