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Abstract
Papco is a small Israeli clothing manufacturer, established in its home market, with some exports to Europe. The case focus is a go/no go decision to take an order at a price offered by a large powerful British retail chain (name disguised). The underlying strategic issue is market segmentation, and how to break into the mass market.
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Abstract
Papco is a small Israeli clothing manufacturer, established in its home market, with some exports to Europe. The case focus is a go/no go decision to take an order at a price offered by a large powerful British retail chain (name disguised). The underlying strategic issue is market segmentation, and how to break into the mass market.
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