Staples Case
Table of Content
Page(s)
Executive Summary............................................................................................ Background ● ● Development and Growth....................................................................... Current Information.................................................................................
2
4 7 11 15 17 19 24 30 31
SWOT Analysis.................................................................................................... PEST Analysis..................................................................................................... Corporate Level Strategy.................................................................................... Business Level Strategy..................................................................................... Structure and Control Systems........................................................................... Recommendations.............................................................................................. References..........................................................................................................
1
Executive Summary The world’s largest office superstore, Staples, has paved the way in marketing for the office supply chain industry. With the current largest market share and over $24.5 billion in sales, Staples continues to grow as a strong financial investment and great marketing leader. After the implementation of the “easy” campaign, where Staples emphasized the convenience that only Staples Incorporated could offer the earnings per share sky-rocketed to more than double. The current campaign (2003), detailed as “That was easy,” refers to an “easy” button implying that Staples has the capabilities of taking a convoluted customer situation and simplifying it with their product differentiation, global locations, and customer-oriented services. Major competitors include Office Max, Office Depot, and Wal-Mart. Although the
Page(s)
Executive Summary............................................................................................ Background ● ● Development and Growth....................................................................... Current Information.................................................................................
2
4 7 11 15 17 19 24 30 31
SWOT Analysis.................................................................................................... PEST Analysis..................................................................................................... Corporate Level Strategy.................................................................................... Business Level Strategy..................................................................................... Structure and Control Systems........................................................................... Recommendations.............................................................................................. References..........................................................................................................
1
Executive Summary The world’s largest office superstore, Staples, has paved the way in marketing for the office supply chain industry. With the current largest market share and over $24.5 billion in sales, Staples continues to grow as a strong financial investment and great marketing leader. After the implementation of the “easy” campaign, where Staples emphasized the convenience that only Staples Incorporated could offer the earnings per share sky-rocketed to more than double. The current campaign (2003), detailed as “That was easy,” refers to an “easy” button implying that Staples has the capabilities of taking a convoluted customer situation and simplifying it with their product differentiation, global locations, and customer-oriented services. Major competitors include Office Max, Office Depot, and Wal-Mart. Although the