Subject category:
Marketing
Published in:
1992
Length: 7 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
''Richer Sounds'' examines the development of a specialist retail chain. Founded by Julian Richer, in 1978, the company has grown into a national chain retailing hi-fi and audio equipment. Success has been achieved by following a policy of segmentation, supported by an aggressive price/cost cutting strategy. The case provides an overview of the UK hi-fi market and proceeds to examine the retail marketing mix. This includes: product characteristics, location and store facilities, communication and promotion, pricing, customer service and corporate image. The teaching objective is to examine the application of the retail marketing mix in the development of a specialist retail chain. This case contains colour pages.
About
Abstract
''Richer Sounds'' examines the development of a specialist retail chain. Founded by Julian Richer, in 1978, the company has grown into a national chain retailing hi-fi and audio equipment. Success has been achieved by following a policy of segmentation, supported by an aggressive price/cost cutting strategy. The case provides an overview of the UK hi-fi market and proceeds to examine the retail marketing mix. This includes: product characteristics, location and store facilities, communication and promotion, pricing, customer service and corporate image. The teaching objective is to examine the application of the retail marketing mix in the development of a specialist retail chain. This case contains colour pages.