Case 2 Build-A-Bear - Professor Ian Scharf PDF

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Professor Ian Scharf...

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MKT 320

Case 2: Build-A-Bear 1. Is the Build-A-Bear Workshop concept a fad, or does it have staying power? Build-A-Bear Workshop definitely has staying power because of the ongoing love of teddy bears and the company’s ability to stay up-to-date with new trends and marketing strategies. Maxine Clark, founder of Build-ABear said, “But they’ve always loved teddy bears and that’s not going to change.” This company is taking such a loved and simple toy and turning it into a personal product and experience with the incorporation of the eight step bear-making process. The company also continues to update its products and operations to fit the fast-paced technological society and also added an online game that can be accessed with the unique code given to each bear. 2. Describe the target customer for their retailer. Based on research, I found that Build-A-Bear has two target markets. First, its primary market consists of children ages 5-10. Then its secondary market consists of adults with children ages 5-10. The store hopes to draw in children of that age range as well as parents who will bring in their children of those ages. 3. What can Build-A-Bear Workshop do to generate repeat visits to the store? Build-A-Bear is already doing a good job about bringing in repeat customers by selling clothes and accessories for the bears. Children will want to return to the store periodically to purchase new outfits for their already created bear. Also, by having limited edition bears during holidays such as Halloween, Christmas and Valentines day they draw in customers who seek these special and limited products. One additional promotion Build-A-Bear can do is give a discount or coupon during your birthday month, upon the purchase of a bear, to draw the customer back to the store....