Here he goes again.
Pick n Pay’s new chief executive Richard Brasher is planning to cut prices to win back market share. Brasher took the helm of the struggling food retailer that is South Africa’s second largest to help it out of its long slump.
But the strategy he’s using has failed before. Brasher implemented the so-called Big Price Drop campaign while at Tesco. It was dubbed the Big Price Flop as it backfired.