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Case
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Reference no. 502-051-1
Subject category: Marketing
Authors: Charles Waldman; Anna Perry
Published by: INSEAD
Originally published in: 2002
Version: 06.2015
Revision date: 5-Apr-2016
Length: 37 pages
Data source: Field research
Topics: Retailing; Life-style marketing; Entrepreneurship; Niche strategy
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

Surfing on the crest of various consumption trends (health, organic foods, life-style eating, convenience, etc), Fresh and Wild launches in the UK a chain of rather focused stores. Should they remain a niche player or try to reach out for the 'mass market'? How should they reinforce their management skills and tweak their corporate culture to fulfil their strategic ambitions.
Location:
UK
Industry:
Retailing
Other setting(s):
2002
Teaching note
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Reference no. 502-051-8
Subject category: Marketing
Authors: Charles Waldman; Anna Perry
Published by: INSEAD
Originally published in: 2002
Version: 06.2015
Revision date: 5-Apr-2016
Length: 11 pages
Data source: Field research
View full details

About

Abstract

Surfing on the crest of various consumption trends (health, organic foods, life-style eating, convenience, etc), Fresh and Wild launches in the UK a chain of rather focused stores. Should they remain a niche player or try to reach out for the 'mass market'? How should they reinforce their management skills and tweak their corporate culture to fulfil their strategic ambitions.

Settings

Location:
UK
Industry:
Retailing
Other setting(s):
2002

Related

Teaching note
-
Reference no. 502-051-8
Subject category: Marketing
Authors: Charles Waldman; Anna Perry
Published by: INSEAD
Originally published in: 2002
Version: 06.2015
Revision date: 5-Apr-2016
Length: 11 pages
Data source: Field research
View full details