Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 21 May 1997
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Abstract
Lowe''s chain of 306 stores was anticipating fierce competition from their major market rival, Home Depot. As they reformulated the size of their new prototype stores and the mix of their merchandise, what would be the ultimate format? What impact would it have on their advertising strategy? How could they retain their contractor business which had been the mainstay of their operation since the 1950s. In addition, how should they emphasize in their advertising: wide selection, good service, and everyday attractive prices.
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 March 1995
Length: 6 pages
About
Abstract
Lowe''s chain of 306 stores was anticipating fierce competition from their major market rival, Home Depot. As they reformulated the size of their new prototype stores and the mix of their merchandise, what would be the ultimate format? What impact would it have on their advertising strategy? How could they retain their contractor business which had been the mainstay of their operation since the 1950s. In addition, how should they emphasize in their advertising: wide selection, good service, and everyday attractive prices.
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Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 March 1995
Length: 6 pages