Strategy Integration - Vermont Teddy Bear

7515 Words31 Pages
© 2008 Richard E Murphy

Case Study
The Vermont Teddy Bear Co., Inc
Challenges Facing a New CEO
Submitted 26 April 2008, by
Andrea de la Peña, Paul Horan, Cindy Jaynes,
Christian Larson, Richard Murphy

© 2008 Richard E Murphy

Table of Contents
Executive Summary ....................................................................................................................
Introduction .................................................................................................................................
1.0

Mission and goals: ..........................................................................................................

2.0

Situation Analysis:
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The initiatives that did not were quickly stopped. The overall theme of the initiatives was to grow the company’s revenue by increasing sales in new markets, offering new products and services, keeping costs reasonable, setting up new distribution channels, keeping customers, acquiring customers, and satisfying customers.

Introduction

1

© 2008 Richard E Murphy

This paper provides details about the Vermont Teddy Bear, Inc.’s history, mission and goals; its business situation, and its efforts to achieve profitability and a sustainable competitive advantage (SCA) during the period from 1993 to 1998. Also included are discussions, conclusions, and recommendations about the strategic overhaul imposed by its current CEO, Elisabeth Robert.
In 1981, John Sortino, who was inspired by his infant son to produce a teddy bear made in the United States, founded the Vermont Teddy Bear Company. Limited production of his creations started in 1982 using five home-sewers; a year later Sortino began selling the bears on the streets of Burlington, VT. In the early years he opened a retail store in
Burlington and sold the bears through department stores such as Macy’s. Bear-Grams were created as part of a marketing strategy on a local radio station that enabled customers to send a Vermont Teddy Bear as a gift by calling the company’s 800 number. The Bear-Grams were a huge success and the

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