Positioning Strategies Case Study

FOPP, UK's Music Retailer (B): The Costs of Overexposure?

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Abstract:
This case is a very good illustration of what competition does to even an established company. While Case A deeply dwells on the effectiveness of Fopp's target market selection and its positioning strategy thereafter, Case B helps discuss how valid was Fopp's decision to go out of business. This case is an antithesis to the analysis carried out in Case A. While Case A stimulates discussion on Fopp's positioning to reach a particular community, Case B helps in critically examining the reasons for the music chain's closure. Students are also encouraged to choose among the three available exit options.

Pedagogical Objectives:

• To analyse the reasons for Fopp's business model failure
• To debate and evaluate the surviving options available for Fopp.

Keywords : Music Retailing; Customer Segmentation; Customer Targeting; Niche Marketing; Corporate Strategies Case Study; Fopp; Bankruptcy; Exit Options; Virgin Records; HMV; Over Exposure; Unfocussed Growth; Positioning

Contents:

• Fopp's Growth Trajectory: All Over the Place?
• Fopp's Closure: Dilemma over Exit Options