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Publicação
In-store services: understanding the competitive landscape in Europe
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 3.47 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Private labels have changed the landscape of the retail industry, either in terms of customers’
preferences, retailers’ business models, manufacturers, and their relationships. Europe has been
considered a successful market regarding the penetration of store brands, which questions whether
Daymon Worldwide, whose core business is the strategic development and branding of private labels,
is able to add value to this continent. In this paper, the in-store environment of Portuguese and Spanish
retailers is analyzed, as well as execution and customer engagement services being offered in the
market, to develop six go-to-market strategies that two business units (SAS and Interaction) could
include in their portfolio as a first step for Daymon to prove its competencies and penetrate Europe.
Descrição
CEMS
Palavras-chave
Daymon worldwide In-store services Customer engagement Execution Go-to-market strategy Retail business