Vijay Sales: The Millennial Conundrum
(6 pages of text)
Vijay Sales Ltd., established in 1967, had become one of India’s leading retail chains in consumer electronics and appliances by 2020. The company sold products through 102 exclusive stores in northern, western, and southern India and had developed a loyal customer base across wide geographies, particularly among the 40-plus age group. However, the company faced challenges in attracting a younger demographic, specifically millennial customers. To secure its future, the company needed an effective marketing strategy to position it as millennial customers’ preferred retail brand for consumer electronics and appliances.
This case is suitable for undergraduate- and graduate-level courses on strategic management to discuss strategies for growth and expansion. It can also be used in courses on marketing strategy to discuss retail management strategies for attracting millennial consumers. After working through the case and assignment questions, students will be able to
- operationalize a strategic decision to grow a retail business beyond its core consumers;
- design the strategy’s operationalization process to target an emerging customer segment for a consumer electronics retail business in an emerging market;
- realign a business model’s go-to-market strategy with the business strategy decision; and
- understand the comparative advantages of physical stores, digital channels, and omnichannel capabilities for retail businesses.
India, Medium, 2020
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