From a 2.1 per cent share of the 0‐8 years childrenswear market in 1987,
Adams (a subsidiary of Sears) is now the UK market leader. With the
limited potential for further growth in the UK, Adams was looking to
Spain as a new market. Determined to minimize risks and maximize the
opportunity of what it saw as a window of potential in the Spanish
market, Adams decided to short‐circuit the traditional approach of a
long‐winded market test by conducting a programme of market research.
The aims of this research were to provide Adams with an understanding of
the childrenswear market in Spain and to gain an assessment of the
strengths and weaknesses of its UK proposition from the perspective of
the Spanish consumer. Discusses the background to the Adams launch into
Spain, and covers in some detail the approach to the research and
methodology.
The history of the Stock Exchange goes back at least to the 17th century. Like so many City institutions it evolved from informal gatherings in coffee houses (hence the importance of breaks for coffee in today's meetings?). The daily price lists to which we shall refer go back as far as 1698. Interestingly we find the name of the Hudson's Bay Company in that list, and also in the Daily Office List of 1980.
The working party represented more than the heights of respectability. Eight members under the chairmanship of R. R. St. J. Barkshire of Mercantile House Holdings Ltd. represented such diverse interests as S. G. Warburg & Co., Barclays Bank International, Guinness Peat Group, and Gerrard & National Discount Co.
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