Case | HBS Case Collection | 1999

Lees Supermarkets: Customer Loyalty Programs

by David E. Bell, Rajiv Lal and Ann Leamon

Keywords: Customer Focus and Relationships; Marketing Strategy; Food and Beverage Industry;

Format: Print

17 pages

Citation:

Bell, David E., Rajiv Lal, and Ann Leamon. "Lees Supermarkets: Customer Loyalty Programs." Harvard Business School Case 500-038, December 1999.

Patrick Coveney, CEO of Greencore, one of the top producers of private label prepared foods sold through UK grocery retailers, was assessing Greencore's growth options. Growth potential was limited in the UK, a mature market in which retailers were unlikely to grant much greater market share to Greencore or any of its competitors. In the U.S., where Greencore had struggled to gain traction since its initial entry in 2008, the market for fresh, chilled prepared foods was far less developed. Can Greencore translate its success in the UK to the U.S.? Should Coveney focus on developing the U.S. market or on maximizing Greencore's position in the UK?

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