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Jessops of Leicester Critical strategic decisions 1.1 Frank Jessop founded the Jessop Group in 1935, his son Alan joined in 1960 and the Group operated as a family firm until July 1996 in the photographic retail sector, through effective planning which ensured Jessop's survival and future direction. 1.2 In 1968, a major threat to the business was brought about by the construction of a flyover outside the store which virtually destroyed passing trade. Alan Jessop saw that the abolition of retail price maintenance provided the means to turn the threat into an opportunity. The firm undertook an aggressive advertising campaign in specialist photographic magazines such as 'Amateur Photographer' and offered to sell high quality Japanese cameras cheaper than other photographic retailers- a prime example of a deliberate strategy with unknown consequences. However, the strategic choice proved to be successful in this case. Many enthusiasts travelled long distances to save money, purchasing on a cash and carry basis. Such successful variations...

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