Celemi Livon™ is based on a case story. Four retailers are in tough competition for the same customers in a growing market. The overriding challenge is to build and retain a profitable customer base. At the start, the four retailers are “all over the place”.
They soon learn that their company cannot be everything to everyone, and that competitive positioning is critical. Which current customers should they keep? Which prospective customers should they target? Who will emerge as the market leader? The management team needs to decide on a desired market position and capture it in the most cost- effective way.