1. Describe both the primary market as well as secondary markets for Build-A-Bear. (Please note there is more than one secondary market.) Primary Market.
Although children are the principal consumers of Build-A-Bear stores, families with a middle or high income with 6-14 year children wanting to express themselves when building stuffed animals, are the market target because they can afford to purchase the customized bear for them. Secondary Markets.
a) Sports fans, adult male customers, from 20 to 45 years, who like sports such as Baseball, Football, Hockey or Soccer go to stadiums to watch their favorite team and also want to get the stuffed animal as their mascot. b) People who can afford to buy an innovative gift and want to surprise their best friends, no matter how old they are, to express their friendship. c) Teenagers, between 14 and 20 years old, who are in relationship and want to give a present such as a customized stuffed animal to either boyfriend or girlfriend; that represents their feelings. d) Young adult women with a middle or high income may want to offer a gift such as a customized stuffed animal to their family on holidays or celebrations. 2. What are the advantages and disadvantages of offering a highly entertaining retail atmosphere? Advantages
* Although the target market is families with children, the company can direct its efforts to cover another segment markets such as teenagers or sports fans. * The Store offers a great shopping experience through the interactive manufacturer process allowing customers to create their own bear. * The sales associates are very personable and personalize the communication with customers who are referred to as “Guests”. * This retail company does not have strength direct competitors that operate the same retail format. Disadvantages
* The price is a limitation for people who have low income and cannot afford this kind of presents. * The production cost is higher...
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