Fresh and Wild: Growth without Losing your Soul

Published 30 Sep 2002
Reference 5031
Topic Marketing
Region Europe
Summary

Surfing on the crest of various consumption trends (health, organic foods, life-styled eating, convenience…), 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.

Teaching objectives

• Illustrate the opportunities and challenges linked with centering retailing concepts on life-style propositions. • Reflect upon the new management talents and corporate culture adjustments needed at sequential development stages. • Show the difficulties for a niche concept to broaden its appeal to a more “mass market”.

Keywords
  • Retailing
  • Life-style marketing
  • Entrepreneurship
  • Niche strategy. RD0902
  • AR2002
  • AR0203