Naeem Electronics: Navigating Technological Change in a Traditional Market

Abstract

Abstract

This case discusses the strategic dilemma of Naeem Electronics, which is a well established electronics retailer in Sargodha, where it has existed since the year 2005. The company made its name by the cheapness of its products, the quality of its service, and solid customer relations, which resulted in a faithful customer base of middle and upper-middle-income families. Nevertheless, the high pace of technological change in the preferences of consumers towards smart devices, AI-oriented appliances, and IoT-oriented home solutions posed unparalleled threats to the business in 2022. Fast competitors changed very rapidly but Naeem Electronics was still too deep in traditional electronic appliances and this created an increasing discord between customer expectation and product provision. The case demonstrates the conflict between tradition and technological adaptation, as the strategic choices made in times of technological turmoil can define the competitiveness in the long run. It provides valuable insights on strategic change management, adoption of innovation, and market responsiveness.

Keywords: Strategic change, technology adoption, electronics retail, innovation management

Subject Area: Strategic Management / Technology Adoption
Difficulty Level: Undergraduate (Intermediate)