Build a Bear: Build a Memory Marketing Case Study

The company knows the demands of the customers and they are well orientated in the service and the knowledge of the products and this is the element that makes them prosperous. Jean’s Rare Find Books belief in customer service and satisfaction enables a comfortable and peaceful atmosphere and in return produces a strong customer loyalty for the company. Customer satisfaction and customer retention externally and internally is measured by the perspective of the customers and thus implements the reason for the company’s prosperity. Customer perspective is a key factor on how the customer views the company.

the long run. The customers are also an important stakeholder as they hold a high expectation on

These customers value both low cost and excellent customer service. Providing both generates both branch loyalty and advertisement through word of mouth.

with their return on investment, employees are paid and treated fairly, and customers are satisfied with the

Toys play quite an important role in children’s lives, along with their socialization. Kids spend a vast amount of time playing with toys, alone and with their peers or parents. In todays age when it comes time to buying gifts for children everything is color coded. There are many boundaries that separate

14. What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?

opportunities. As a customer looking in the customer value is what they get (benefits) relative

|Commercial |Providing good quality customer service will make the organisation successful and able to keep their |

3) Stable clientele as fee is not varying according to the present needs or if needs changes in future.

As CEO of Build-A-Bear, I have new differentiation initiatives that will set us even further apart from the competition. First of all, I will create a “Build-A-Doll” section in our stores. It would be similar to American Girl’s concept, but with the more personal touch that comes with Build-A-Bear. Mass producing plastic dolls (that don’t need extra building steps at stores) would provide a cheaper option than bears for parents, while still having the enjoyment of customization of outfits/accessories for kids. My second initiative is creating an improved website for kids. Currently, you simply select a bear and proceed straight to checkout with the additives a tiny option on the bottom. It will now be a step-by-step, aesthetically pleasing

Through studying the entire retail toy industry, we have been able to understand the complexity of the industry in which Toys "R" Us operates. Upon completion of the analysis, we realized that the industry is growing stably,

just building blocks.  Due to the different segments that make up the toy industry, buyer power is

Build-a-Bear was a company that was inspired by a need to find the unfindable. Maxine Clark saw the need to develop a shop that catered to a need that both children and adults can combine crafting and the love for stuffed animals. “One 10 year old girl was the inspiration for this entire company! Think of the difference you can make!” (BAB)

It would have been good if this fundamental vision was in place right at the very beginning of the company’s formation. In the end it is the customers that make the company, so it makes sense to work towards satisfying this customer relationship. To become profitable and achieve market share are secondary objective that can be measured on a annual basis and overall company well being targets can be rewarded with incentives that link into the company’s performance as opposed to individual contribution to the company’s success.

This will help the company to deliver product and services that satisfy customers, hence increasing profitability.