Chapter 2, Problem 4MIA

Summary Introduction

Case Summary:

SS company was established in 1892 which primarily sold watches via mail orders that relied on catalogs. The company changed the perspective of shopping as the catalog was delivered at their doorstep and the order was taken via mail. However, urban people's desire to purchase via standalone stores was also met as many stores were opened gradually. During the 1990s, there was a change in technology which also changed the way of shopping. People started purchasing goods online at competitive prices. Ss was burdened with overhead costs and was bureaucratic in nature. SS did not enter online marketing, but W’s profit grew. In 2004, SS was acquired by KEL, who acquired SS did not have retail experience but was an expert in finance. He acquired SS because he saw real estate value as the key. Under him, no importance was given to retailing stores, underinvestment was done in existing store maintenance, mismanagement was also an issue. Sales went down in 2013 and debt further escalated, and the company was losing annually $1 billion.

Interpretation:

Lessons to be learnt by KEL.