Happy textile: is store atmosphere still a priority?

Tjong, Budisantoso, Jermias, Johnny, and Bradshaw, Adrian (2017) Happy textile: is store atmosphere still a priority? In: Sanjit, Roy, (ed.) Services Marketing Cases in Emerging Markets : an Asian perspective. Springer, Cham, Switzerland, pp. 107-116.

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Michael, a recent graduate from a prominent university in Malaysia, decides to move back to his home town of Ciamis in Indonesia to take over his family business that sells textile. He is eager to put into practice all of the business knowledge he acquired during his MBA program. In the first month managing the store he has identified several aspects of the business that could be improved and he thinks that one of the most important aspects, in need of immediate attention, is the store atmosphere. The store looks dull with limited space for customers to move around. Further, the products are not well-organized making it difficult for customers to browse and select the products that they are interested in purchasing. Based on the marketing concepts he learned in his MBA program, and his pleasant experience shopping in many stores in Kuala Lumpur, Michael contemplates redesigning the store to improve its atmosphere. He believes that he needs more space to display the products properly and allow his customers to have a pleasant shopping experience. He considers buying the adjacent store, which has been struggling lately, in order to expand the existing store. However, he realizes that due to its strategic location, purchasing the adjacent store might create potential cash flow problems in the near future, particularly if the forecasted future sales are not as expected.

Item ID: 41502
Item Type: Book Chapter (Teaching Material)
ISBN: 978-3-319-32968-0
Keywords: case study; store atmosphere
Date Deposited: 10 May 2018 04:26
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150304 Entrepreneurship @ 25%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150314 Small Business Management @ 25%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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