The Coop in Italy; Case Study on the Move to Discount Retailing
Number of pages:
13
ABSTRACT:
This 13 page paper looks at a case study supplied by the student; the Coop in Italy. The supermarket industry in if you suffering as a result of an economic downturn, the Coop is undertaking some changes, moving towards a hard discount retail strategy. This paper answers four questions that by the student, the first looks at whether the Coop are leaders in change or followers in change, reacting to external influences. The second question considers whether or not the marketing strategy of the company will need to change. The first part of the paper discusses the key success factors required for a company following a hard discount grocery retailing strategy, and the last part the paper looks at the strengths and weaknesses of the Coop entering the discount market. The bibliography cites 4 sources.
FILE NAME:
File: TS14_TEcoopitaly.rtf
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