Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 28.06.2005
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https://casecent.re/p/63243
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Abstract
This is the first of a two-case series (IMD-5-0517 and IMD-5-0518) which describes the marketing strategies of four supermarkets in the United Kingdom in the years 1995-1996. The case focuses on the launch of a loyalty programme by Tesco supermarkets and the subsequent reactions of three competing grocers: Sainsbury''s, Argyll/Safeway and Asda.
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Abstract
This is the first of a two-case series (IMD-5-0517 and IMD-5-0518) which describes the marketing strategies of four supermarkets in the United Kingdom in the years 1995-1996. The case focuses on the launch of a loyalty programme by Tesco supermarkets and the subsequent reactions of three competing grocers: Sainsbury''s, Argyll/Safeway and Asda.