In the late 1990s, several investors opened Dekor, a chain of home improvement stores that were to target an upper-end market with both construction material and home furnishings. Its investors assumed they could force The Home Depot and Lowe's out of the upper-end of the market by carrying a very narrow and very deep inventory at lower prices. The stores failed. Dekor was intended to be a:
A) category-killer store.
B) full-line store.
C) warehouse club.
D) factory outlet.
E) supercenter.

Question

Quizplus · Accepted Answer

Dekor was intended to be a category-killer store, which focuses on a particular category of products with the aim of dominating that segment by offering a wide variety (deep inventory) of that product at competitive prices, intending to "kill" the competition in that category.

In the Late 1990s, Several Investors Opened Dekor, a Chain