Lands' End Case Study

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10/05/2011
Marketing
Lands’ End

1. A) Lands’ End’s buying center most likely consists of Assurance Personnel and upper management because Lands’ End selects long term suppliers that will likely ha a significant effect on the future of the business and that decision can’t be left to inexperience members or members without authority or power in the company. B) Users would most likely be the package handling department since the products are simply bought and resold by Lands’ End and not actually used to produce. Influencers would most likely be the agents that search for the fabrics and materials to buy. Buyers would likely be management teams as they need to form long term contracts that would require someone of authority in the company. Deciders would most likely be the upper management that has the actual authority in the company to sign long term contracts. Gatekeeprs would most likely be the assurance personnel mentioned in the reading that they go to suppliers to gather the information. 2. A) Lands’ End does not need to go to problem recognition because they are constantly searching for new and better suppliers. Thus they would skip to Information search in which they scout the best possible suppliers around the world that are likely to produce high quality items or materials. Next they would use Alternative evaluation to see if there is a company that gives the same product at either a higher quality or better price. The purchasing decision would be made by the managers that handle new contracts. Then finally they would use Postpurchase behavior to consider the contracts they have made and consider their value and change them if need be. B) Price may not be necessary as the purchasers are customers of Lands’ End and they would decide if the item is a fair price. Ability to meet quality specifications would be very important as Lands’ End claims that they seek the highest quality items to sell. Ability to meet required delivery schedules is also...
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