Ivey Business School (Canada)
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LIDL: A German Grocer in the United States
Lubna Nafees; Neel Das; Mokhalles MehdiCase IVEY-9B19A007-EMarketing, StrategyIn 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, ho...Starting at €8.20
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Nexa: Maruti Suzuki's Premium Dealership Network
Boishampayan Chatterjee; Manas Paul; Parijat Upadhyay; Neel DasCase IVEY-9B16A040-EMarketing, StrategyIn July 2015, the largest automobile company in India, Maruti Suzuki India Limited (MSIL), took the initiative to improve its market penetration in a particular category of the passenger car market—the premium segment. Although MSIL was the current market leader in India’s entry-level car segment, the company had not been successful in establishing itself as a dominant player in the premium segment—a segment that had seen intense competition sinc...Starting at €8.20