Implementing Retailing Management Decisions: Fleetwood Ltd

David Walters
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David Walters: European Business School

Chapter 17 in Retailing Management, 1994, pp 319-334 from Palgrave Macmillan

Abstract: Abstract This chapter is based on observation of a retailer undergoing a repositioning exercise. Fleetwood does not exist as a company but the case study is based on a company which has just recently successfully adjusted its market positioning. The process described follows the decision making process likely to have been followed by the company. A business plan is agreed and implemented. The reader is encouraged to consider what actions should be taken after twelve months successful trading.

Keywords: Store Environment; Customer Perception; Target Customer; Type Outlet; Customer Database (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-23488-2_17

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DOI: 10.1007/978-1-349-23488-2_17

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