EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461427
Author: Armstrong
Publisher: YUZU
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Question
Chapter 13, Problem 13.18CC
Summary Introduction
Case summary:
Shop B breaks all the rules of retailers and it has built an empire in the retail worlds. B shop is an outdoor product. The shop fetches revenue of $4.3 million in last year and $50 million per shop. This shop attracts the customers who hate shopping. The typical customers of B shop are reclusive male outdoorsman who desires for a best outdoors but who at the same time hate pushing in shopping and crowds.
B shop solved this problem in two strategies
Delivering the products under a roof and a new experience of shopping under a natural theme park
Characters in the case:
- B shop
To discuss: Targeting strategy of B shop and whether the shop provides a differentiated experience.
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