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Subject category: Marketing
Published by: San Telmo Business School
Published in: 2023
Length: 25 pages
Data source: Field research

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

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.

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Time period

The events covered by this case took place in 2012.

Geographical setting

Region:
World/global
Countries:
Spain; Portugal; Argentina; Brazil
Location:
Madrid

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