Brand W : Strategizing For Omni Channel Retail

How should W strategize its marketing mix for long-term sustainability? Use the value, rareness, imitability and organization framework to analyze W's resources, capabilities , and competitive advantage . What are the opportunities and challenges for a traditional offline-dominant retailer (ODR) like W in becoming an omni-channel retailer (OCR)? What kind of technical and digital capabilities would the company need to be successful in omni-channel retailing? Using the customer decision journey in the case , analyze and recommend customer engagement strategies that W should follow to build brand loyalty