Ed Williams Mens Wear, which is a family-owned retailer of high-quality men's clothes, had just one shopin Calgary, Alberta. The store was very successful for over 20 years. The son of the creator was planning to take the business over, howeverhe had concerns regardingthe company's aging market and was looking to grow or diversify the business. Accessible options contained launch another place, expanding the shop, or altering the product offering.
The competitiveconditions in the Calgary’s marketwere heating up with the entry of a number of higher-end American retailers. The creator's son needed to assess all the alternatives in order to take Ed Williams Mens Wear into the future. Lynne Ricker is affiliated with University of Calgary. Marc Boivin is affiliated with University of Calgary.
PUBLICATION DATE: May 26, 2016 PRODUCT #: W16310-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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