Key customers retention as a company´s competitive advantage: chic by choice case study

Chic by Choice, Portuguese company founded in 2014, is one of the leading dress-rental businesses in Europe. Lately, however, many customers have complained for the bad service. After analyzing the main reasons for customers’ dissatisfaction, I first propose a set of solutions to limit the damages for an online business. Secondly, I define and compare four different scenarios, arguing that an internationalization strategy in the United Kingdom will enable Chic by Choice to gain sustainable competitive advantage. Finally, I conduct an Area Analysis to select the location that will maximize the company’s future profits