Build-A-Bear

Build-A-Bear
Project description
Click on the attachment to view the Case Study materials.
Each Case Study is to be created in Microsoft Word, printed and turned in at the beginning of class on the due date.
Each Case Study is to be 1-2 pages in length, written in paragraph format. There are 5 main questions, so your paper will have 5 main paragraphs. Be sure to answer the supporting questions as well. Please use Times or Arial font, 12 point size, black text color, single spaced lines and 1 inch page margins. Additional guidelines are included in the attachment.

There are the questions:

Questions & Issues

1. Has Build-A-Bear implemented the marketing concept?
• What is Build-A-Bear’s business philosophy?
• What is Build-A-Bear’s objective when it comes to their customers?
• What part do a customer’s needs play in the development of their marketing concept?
• How has Build-A-Bear provided, priced, and promoted their products to satisfy customers?
• How does Build-A-Bear gather marketing information so they can judge the success of their products?

2. Who is Build-A-Bear’s target market and what approach have they taken to segment this target market?
• What is their main focus; for example, is it adults, infants, children, teenagers, the elderly, males, females, etc.?
• Why have they targeted this particular market?
• Does Build-A-Bear use an undifferentiated, differentiated, or a concentrated approach?
• How have they specifically used this approach?

3. How does Build-A-Bear create utility for the purchasers of its products?
• Form utility?
• Place utility?
• Time utility?
• Possession utility?
• Provide an example of how a stuffed animal created at a Build-A-Bear workshop has form, place, time, and possession utility.

4. Describe the marketing mix used by Build-A-Bear to reach its target market.
• Product?
• Price?
• Distribution?
• Promotion?
• Does Build-A-Bear always use the same marketing mix?
• Why might Build-A-Bear use multiple marketing mixes?

5. What is the main focus of marketing efforts behind all products sold at Build-A-Bear?
• What does consumer buying and consumer decision making have to do with their marketing efforts?
• How does Build-A-Bear want their potential customers, current customers, and past customers to feel?
• From what you have read or from firsthand experience are customers happy with Build-A-Bear products?
• What can Build-A-Bear do to improve their marketing efforts?

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