Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 8 Ashely Stewart
Synopsis: Ashley Stewart is a plus-
in the past, but under new leadership is now thriving.
Uses:
Discussion Questions
1.
2. Who is its target market? Could/should that target market be expanded?
The target market is plus-size, fashionable women looking for stylish clothing. Because it is
3. What are its bases for sustainable competitive advantage?
Ashley Stewart has a strong reputation for style and customer service. At the moment, it is nearly the
4. Perform a SWOT analysis for Ashely Stewart. If you were a potential investor, would you
invest in it? Why or why not?
Strengths: reputation, customer loyalty, charismatic leader. Weaknesses: history of bankruptcies,