6 INTEGRATED CASE STUDY: JIM'S APPLIANCE WAREHOUSE SAVINGS
DOI: 10.4324/9781003419907-6
THE COMPANY
Jim’s Appliance Warehouse Savings, better known as JAWS, was founded in 1973 by Jim “service is my middle name” Peters. Within 10 years, JAWS had stores in 14 Florida cities, from Miami to Tallahassee. JAWS stocked a variety of household appliances, televisions, VCRs, ovens, refrigerators, stoves, microwave ovens, and stereos, plus many accessories. Jim owned 80 percent of JAWS, and his brother, Frank, owned 20 percent. JAWS was able to Finance expansion through company profits and a long-term loan agreement with First Biscayne Federal.
JAWS’ marketing strategy was to display a large selection of appliances, at discount prices, fortified by ...
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