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
