Carpo is a retail store founded in Athens, Greece, offering nuts, coffee, and chocolate. It aims to provide the highest quality, luxurious products with a unique Carpo five senses experience. In 2011, Carpo expanded its market, opening a store in Kolonaki, one of the most prestigious neighborhoods in Athens. Then, in 2013, it opened its first international store in London. Presently, the company operates eleven stores. This written report critically analyzes Carpo’s segmentation, targeting, and positioning strategy. The Ansoff Matrix is used to derive four corporate growth strategies, one of which is extensively discussed and applied in Carpo’s marketing mix.
