MicroFridge has been the pioneer and market leader in the United States for the “home away from home” market. While the company serves various customer categories in this market, the main source of revenue for the company remains the school and college dorms facility where the company’s MicroFridge has been successfully sold since the 1990s. However, as the company continues its expansion plans in the future, it is faced with a number of challenges. Global expansion plans mean that the company should not concentrate on, for example, a single vendor. While some strategic alternatives with pros and cons are discussed below, the recommended plan of action would be one where the company experiences greater independence in decision making, in choosing its markets and suppliers, and forms backward and forward integration.
