Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0053

Year : 2005

Industry : Retailing

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Introduction:"People say, 'don't worry about Wal-Mart, you are unique. 'Bullshit! Independents are different, man; you can't ever let your guard down", says James O. Bonaminio, the founder and owner of Jungle Jim's International Market – a Cincinnati based retail store that offers awide variety of international food in a theme-park like atmosphere. Wal-Mart had been slow in entering Cincinnati and it was only in September 2004, that it opened its first outlet in this region and it intends to open another 14 megastores in the city. And since then, Cincinnati has been witnessing intense retailing activities.

Jungle Jim's had carved out a niche for itself by the dual emphasis on shopping-as-entertainment and specialty foods. Though the strategy has insulated Jungle Jim's from the price wars only to some extent, currently its sales were threatened by the relentless expansion of Wal-Mart stores. With just one store situated 20 miles north of the city and much of the profits booked in transforming that store into a retail campus, Bonaminio is persuaded to open a second store at Cincinnati Millworks project in Oakley, moving closer to the heart of Cincinnati.