Global Sustainable Business Failed At Large Cost- TR Auto Truck Plaza

Reference to Joanne Chua’s Blog

First E. Tenn. Eletrification Truck Stop

TR Auto Truck Plaza promotes its electrification truck charging station with twenty docks in Tennessee, United States. However, after a short period of time, the company goes into bankruptcy and the owner is sued for not paying two million dollars bank loan. Its initial goal is to target environmentally concerned consumers to use their charging station. Due to lack of promotion and the elastic demand on green product, the goal failed with large cost.

Actually, I disagree with Joanne’s point of view in tactics and strategies. I would argue that the promotion of electrification charging station would be a competitive strategy in the long run. With the awareness of environment steadily rising, the green market segment is in fact expanding. TR Auto Truck Plaza’s weakness is unsuccessful promotion of their product in the beginning as well as lack of service location (only one station in Tennessee). Certainly, the business values the opportunity of expansion of green market. Nevertheless, the business neglects the importance of tactic so its differentiation strategy cannot be implemented.