Imaginarium Harvard Case Solution & Analysis

In early March 2001, the President was mulling Imaginarium tackling of its business strategy. Imaginarium is a chain of 161 toy stores, of which 53 are his own and 108 franchised. Of which 112 are located in Spain and 49 distributed in nine other countries. Problem: the internationalization of the circuit and software development to launch a new web pages offer the possibility of online sales, as well as the further development of related club Imaginarium. The company has almost 400,000 families registered as members of the club, but there was nothing like a loyalty card to allow him to determine with certainty, family member, annual spending on toys. The company is considering the pros and cons of launching loyalty card and whether it should be the exclusive card or multi-client one. Winner EFMD case writing competition 2004 Award in the category of marketing. "Hide
by Laureano Berasategui, Pares-Francisco, Luis G. Renart Source: IESE 37 pages. Publication Date: 08 Oct 2004. Prod. #: IES155-PDF-ENG

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