CED 6020 Applied Macroeconomics Thaniya Tanthasen
Current event assignment 1
Talliford is a small manufacturer of fax machines which has 55 employees and 12 members of an
executive board. In the past records, the company could generate sales between $ 5 to 8 million dollars,
and it also has a strong financial status. However, the company has a plan to rebrand in Fiscal year 2018
in order to stimulate sales growth because there is an opportunity to achieve more shares in the fax
machine market worldwide.
Although technological advances such as email, Chat application, and other electronic
communication have been developed and played crucial roles in our society, they cannot replace fax
machine due to security. Outputs from fax machine, most of them are important and confidential
business information, are not able to be spread and duplicated easily and widely. Therefore, four major
industries are government institution, financial institutions, healthcare, and manufacturing still relying on
fax machines. According to International Data Corporation (IDC)’s survey in 2017, Net fax usage growth
increase 9 percent by the total. Especially, in manufacturing segment, the fax usages growth is highest
among four segments that present in Table 1.
Rebranding will set new strategy, remarkable position and modern image of the company,
connect with new generation customers. The next step, the company probably develop fax machine
