Product details

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Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2019
Version: 2019-09-18
Revision date: 18-Oct-2019
Length: 12 pages
Data source: Published sources

Abstract

With the acquisition of Rustan Supercenters Inc (Rustan's) in November 2018, Robinsons Retail Holdings Inc (Robinsons) had become one of the top retailers in the Philippines, with over 1,800 stores. Although the acquisition brought Rustan's network of more than 80 stores, located largely in Metropolitan Manila, under the Robinsons umbrella, the multiformat retail giant could not use the trademark and trade name 'Rustan's' without the Tantoco family's approval. This case assesses the Robinsons brand and the retailer's possible post-acquisition growth strategies. It also discusses the benefits and risks associated with this acquisition, the possible brand-transition options available to Robinsons, and whether this trend-reversal strategy will provide the retailer with a competitive edge.
Location:
Other setting(s):
2018

About

Abstract

With the acquisition of Rustan Supercenters Inc (Rustan's) in November 2018, Robinsons Retail Holdings Inc (Robinsons) had become one of the top retailers in the Philippines, with over 1,800 stores. Although the acquisition brought Rustan's network of more than 80 stores, located largely in Metropolitan Manila, under the Robinsons umbrella, the multiformat retail giant could not use the trademark and trade name 'Rustan's' without the Tantoco family's approval. This case assesses the Robinsons brand and the retailer's possible post-acquisition growth strategies. It also discusses the benefits and risks associated with this acquisition, the possible brand-transition options available to Robinsons, and whether this trend-reversal strategy will provide the retailer with a competitive edge.

Settings

Location:
Other setting(s):
2018

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