Subject category:
Marketing
Published by:
San Telmo Business School
Length: 25 pages
Data source: Field research
Share a link:
https://casecent.re/p/195218
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
In May 2012, the team responsible for the development of DIA's digital environment (the Digital Team) was weighing how DIA should roll out its digital presence while other chains were already operating intensely on this medium, both in Spain and abroad. The senior management's premises were clear: they should not cannibalize brick & mortar store sales; there should be no negative impact on the DIA brand image, and the budget available was very limited.
Time period
The events covered by this case took place in 2012.Geographical setting
Region:
World/global
Countries:
Spain; Portugal; Argentina; Brazil
Location:
Madrid
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 18 pages
Data source: Field research
Spanish language
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 18 pages
Data source: Field research
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 26 pages
Data source: Field research
About
Abstract
In May 2012, the team responsible for the development of DIA's digital environment (the Digital Team) was weighing how DIA should roll out its digital presence while other chains were already operating intensely on this medium, both in Spain and abroad. The senior management's premises were clear: they should not cannibalize brick & mortar store sales; there should be no negative impact on the DIA brand image, and the budget available was very limited.
Settings
Time period
The events covered by this case took place in 2012.Geographical setting
Region:
World/global
Countries:
Spain; Portugal; Argentina; Brazil
Location:
Madrid
Related
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 18 pages
Data source: Field research
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 18 pages
Data source: Field research
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 26 pages
Data source: Field research