During my MBA program, I was selected by Decathlon to consult on a retail project in South East Asia (SEA). The company business model was centered around a warehouse-retail, self-branded products model similar to IKEA. However, this retail model would not work in SEA where land was limited and often countries are made up of dense areas and groupings of small islands; such is Indonesia.
I developed a few concepts to address a few important project constraints:
minimize overhead costs
flexible market implementation
maintain roots of business model and brand
geographic: small land and more dispersed countries
new brand to market
The concepts I presented to the client that were accepted were the pop-up model and my "lego" flexible retail model. The pop-up shop idea developed into the initial marketing initiative for the project, but the lego concept remains my favorite concept as it is the most flexible retailing concept and addresses all of the constraints.
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