1. What strengths do the different distribution channels have from the company’s perspective?

2. Which synergies has Blue Tomato created across different channels? What additional actions might it take to become an omnichannel retailer?

3. What key challenges remain for Blue Tomato in its efforts to coordinate these different channels?

4. Which challenges might Blue Tomato face as it expands its business activities internationally? 

Synopsis: Blue Tomato is the leading European multichannel retailer for board sports and related apparel. This case describes the different distribution channels adopted by the company, as well as the internationalization of Blue Tomato’s business activities.