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Case
Fueling Sales at EuroPet
Author(s)
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.
Date Published:
12/31/2007
Discipline:
Economics;Management;Marketing;Statistical Methods
Key Concepts:
Decision Making, Economics, Regression Analysis, Multiple Regression, Advertising Spending
Citations:
Schmedders, Karl, I.Campbell Lyle. Fueling Sales at EuroPet. 5-307-505 (KEL368).