Vanessa Joy Lehman
Student number: 1310534
Due: Monday, February 25th 2013 (12pm)
Case Analysis Essay Response
Presented to Dr. Gordon Leonard
Introduction to Marketing
Case Analysis Response
Build-A-Bear was founded by Maxine Clark in 1996, a woman with no kids of her own. Within a few years, she managed and continues to resonate with an extremely rapidly growing number of clients. Maxine’s clients are not of legal voting age and most of them still require a babysitter. Miss Clark’s unique service appeals to one of North America’s top category of consumers; the youth of today’s generation.
Build-A-Bear boutiques are often referred to as mini-factories. Children are amazed as they enter a bear lovers’ fantasy world, where they create, tweak and accessorize the stuffed animal of their choice while proceeding to name their bear. Once the child exit’s the boutique tightly clutching the newest addition to their family, they not only have left with a new best friend, but also with a proud sense of satisfaction generated from having participated in his or hers’ creation from start to finish.
In this environment, employees of a Build-A-Bear workshop must be dynamic, approachable and enthusiastic about the product being created. They devote their attention to the creation of their young client’s stuffed toy for roughly half an hour. Within those precious thirty minutes, the child absolutely requires hands-on and undivided attention to ensure the physical assembly of the stuffed toy is done safely and accurately. Emotionally, the child wants a happy, creative, joyful and overall fun experience. Although the physical product must appeal and please the child, the service offered must do the same and reassure the parent that the experience is worth their dollar. In this case, the parent may want to discuss the content and...
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