Build a Bear: Build a Memory Marketing Case Study

1438 Words Dec 24th, 2010 6 Pages
Build-A-Bear: Build-A-Memory
Synopsis
This case illustrates the success that Build-A-Bear Workshop has achieved since its founding in 1996. A detailed description is given of the Build-A-Bear retail experience and why it is that both parents and children are drawn to this concept. Personalization, and not just customization, is the driving force.
The case also highlights how founder Maxine Clark stays in touch with the customer and the employees. For Clark, management-by-walking-around is more than just a way to supervise operations. It is a way of conducting her own market research. Clark has also embraced the networking capabilities of the Internet as a way of keeping in touch with the customer.
Future prospects for Build-A-Bear’s
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The store ambience and even waiting in line are also part of the experience.
That which the product is being exchanged for should also be discussed. This would definitely include the price of the bear. But it would to some extent also include other cost factors given up by the customer as identified in the response to question 4.
3. Which of the five marketing management concepts best describes Build-A-Bear Workshop?
The marketing concept. Maxine Clark has very clearly taken Build-A-Bear to high levels of financial success by knowing and understanding the needs and wants of the customers. The goals of the organization are dependent upon that. Clearly, the business strategy displayed by Build-A-Bear fits the marketing concept better than it does the production, product, or selling concepts. Also, there is no information in the case that would lead the student to believe that Build-A-Bear is focused on the welfare of society.
4. Discuss in detail the value that Build-A-Bear creates for its customers.
Student responses or discussion of this question should incorporate a complete list of customer benefits as well as customer costs (value being of function of benefits minus costs). By this point, the benefits should be easily identified as they have already come out in answering the previous questions. The benefits received by the customer could be identified in terms of need/want fulfillment. However, the cost factor has not been discussed. The most obvious cost is

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