Chapter 13, Problem 13.21CC

Summary Introduction

Case summary:

Retailer S is the biggest chain of departmental stores. Its growth was at the core as t identifies and satisfies the needs and wants of the customers. After reaching the massive scale, the retailer S was overwhelmed with the familiar disease called marketing myopia. The company was stuck with the same metrics and tactics and the tactics were outdated and unprofitable. Retailer S was not aware of its downfall until the momentum of the market starts pulling down.

Characters in the case:

• Retailer S

To assess: The efforts of Retailer S to become a true clicks and bricks retailer.