Take Action
Research Details
Fueling Sales at EuroPet
Abstract
EuroPet S.A. was a multinational company operating gas stations in many European countries. There was a growing propensity for supermarkets to attach gas stations to their retail operations, which was developing into a major threat to EuroPet. As a result, in the mid-1990s, the company began to develop and brand its own convenience stores co-located with its gas stations. However, the company was spending much more on advertising the convenience stores than its competitors did. Management now had to decide if the increase in sales attributed to advertising efforts justified the advertising spend by analyzing the market data from one large metropolitan area: Marseille, France.
Type
Case
Author(s)
Karl Schmedders, I.Campbell Lyle
Date Published
12/31/2007
Citations
Schmedders, Karl, and I.Campbell Lyle. Fueling Sales at EuroPet. Case 5-307-505 (KEL368).
PREVIEW or BUY