Case | HBS Case Collection | April 1990 (Revised May 1997)


by Walter J. Salmon


Lowe's chain of 306 stores was anticipating fierce competition from their major market rival, Home Depot. As they reformulated the size of their new prototype stores and the mix of their merchandise, what would be the ultimate format? What impact would it have on their advertising strategy? How could they retain their contractor business which had been the mainstay of their operation since the 1950s. In addition, how should they emphasize in their advertising: wide selection, good service, and everyday attractive prices.

Keywords: Advertising; Buildings and Facilities; Markets; Service Delivery; Competition;


Salmon, Walter J. "Lowe's." Harvard Business School Case 590-013, April 1990. (Revised May 1997.)