Competing with the grey market: Puzey and Payne in Zimbabwe

Simba, A. ORCID: 0000-0002-0276-8211, Smith, D. ORCID: 0000-0001-7359-8451 and Tatenda, D., 2018. Competing with the grey market: Puzey and Payne in Zimbabwe. The CASE Journal, 14 (2), pp. 145-163. ISSN 1544-9106

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Synopsis: The case study analysed competition in the automobile industry in Zimbabwe – a developing economy. From that perspective, it discussed Puzey and Payne's business operations. A company with a long-standing history in the country's automobile industry. Since its establishment during the 1987 colonial era, the company endured a prolonged period of rapid car and spare parts sales decline in 2012. Following a management buyout (MBO) deal in 2013 the decline in sales proved to be its real dilemma and it required strategic decisions to diffuse the impact of the "grey markets". Government policies added to the company's problems.

Methodology: The case study followed a qualitative research approach. Information about Puzey and Payne's business operations was gathered from archived materials, through qualitative conversations as well as company artefacts. Published materials in newspapers and magazines were used to provide background information.

Relevant course and levels: The case study is appropriate for both undergraduate and postgraduate students studying International Business Management.

Theoretical basis: Strategic management concepts provided the theoretical basis for this case study. Especially the management approaches that may be useful in transient markets often found in developing or emerging economies. For example, Slatter and Lovett (1999) Corporate Turnaround strategy, and Ansoff's (1957) matrix (market penetration, market development, product development, and diversification).

Item Type: Journal article
Publication Title: The CASE Journal
Creators: Simba, A., Smith, D. and Tatenda, D.
Publisher: The Case Association
Date: 2018
Volume: 14
Number: 2
ISSN: 1544-9106
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 07 Dec 2017 11:58
Last Modified: 15 Aug 2018 13:36

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