Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 5 – Blue Tomato: Internationalization of a Multichannel Retailer
Synopsis: Blue Tomato is the leading European multichannel retailer for board sports and related
apparel. This case describes the different distribution channels adopted by the company,
Uses:
Discussion Questions
1. What strengths do the different distribution channels have from
perspective?
The advantage of traditional, brick-and-mortar stores is the close and direct contact they offer with
2. Which synergies has Blue Tomato created across different channels? What additional
actions might it take to become an omnichannel retailer?
In its brick-and-mortar stores, Blue Tomato has installed kiosks, which enable consumers to find
personalized information about special offers in particular stores, as well as log on to their Facebook
Case Synopsis, Uses, Discussion Questions, and Answers
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3. What key challenges remain for Blue Tomato in its efforts to coordinate these different
channels?
The key challenge for Blue Tomato is to provide a consistent face to customers across all contact
points. This demand requires not only that its customer orientation and commitment to providing
4. Which challenges might Blue Tomato face as it expands its business activities
internationally?
If the company decides to operate more brick-and mortar stores in foreign countries, it will need to
invest large sums of capital.
Regardless of whether it pursues internationalization through direct exports or investments, tackling
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