Subject category:
Marketing
Published by:
INSEAD
Version: 06.2015
Revision date: 5-Apr-2016
Length: 37 pages
Data source: Field research
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.
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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.