Case Study: Build-a-Bear: Build-a-Memory

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According to this case, in the 1990s dot-coms were very popular. The walk-in stores were not excelling and at this time it seemed like a bad idea to open one that will be selling stuffed animals. Despite this fact, Maxine Clark founded Build- A-Bear Workshop in 1996. Unexpectedly, Clark’s store excelled quickly and greatly, having more supporters versus non-supporters. Not only is the company continuously excelling in profits, but it is also expanding the availability of its products by the many store locations it has opened. The Build-A-Bear Workshop is an organized world where children are able to create their very own stuffed animal just how they want it. The process has a total of seven stations, in which the animal is fully put together. This process leaves a child with more than just a stuffed animal, they have created a memory that most would not forget. Build-A-Bear is very different from other makers of stuffed animals. While the key selling point of some may be quality, Build-A-Bear focuses on customization and the experience. Another significant difference is that the sales of the Build-A-Bear Company do not peak during the holiday seasons; however, it remains consistent throughout the year. Product personalization is very popular and it brings about great satisfaction, which in return helps to build relationships with customers. Clark never forgot what it is like to be a customer, which enabled her to make Build-A-Bear a customer-centered organization. Clark is actively involved in the organization and visits several of the stores weekly. In doing this, she has establishes a relationship with many customers and has created a buddy list via e-mail. Although Clark only communicates with a portion of her customers, it acts as a foundation for her to communicate with all customers.

1. Give examples of needs, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Build-A-Bear’s actions?

The customers of Build-A-Bear Workshop are preteens from all over the world. The customers demonstrate a social need and the need to learn. In fulfilling a social need, this company offers entertainment to its customers and it also allows them to learn to follow instructions and how to assemble a bear. Everyone needs to be entertained, without fun our world will be a place filled with miserable minds and corruption. Being entertained helps children to have a more cheerful spirit and learning helps them to feel successful and to grow. The customers need to be entertained but wants to have fun with and create an experience with the people at build-a-bear workshop. In addition, they need to learn, but want to learn how to build a bear. They find the Build-A-Bear workshop and experience to be appealing and interesting and wish to be a part of it. Because the customers are able to afford what they want, they are able to satisfy their demand for the entire build-a-bear experience. Build a bear actions are certainly satisfying the needs, wants, and demands of the customers. This company has assessed the needs of the customers and has created their products around those needs. The company has taken the necessary actions to ensure that the customers have an enjoyable experience and a pleasant memory.

2. In detail, describe all facets of Build-A-Bear’s product. What is being exchanged in a Build-A-Bear transaction? In order to assemble a bear, the customer can visit a total of seven work stations. First of all, the customer chooses an animal that he or she prefers. Afterwards, the child has the opportunity to actually bring the hand-picked stuffed animal to life by stuffing it. To further customize the bear the child can choose to insert a voice box to add sound and then stitch the animal together. To fluff the animal, it is given a blow-dry spa treatment, and then dressed just the way the child wants it to be. The...
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