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

Topics: Customer, Marketing / Pages: 2 (495 words) / Published: Oct 9th, 2013
1. Give examples of needs, wants, demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Build-A-Bear’s action?
Needs: Build-A-Bear customers are children, who have needs of belonging (joining the Build-A-Bear "club."), affection (creating and caring for another being), self-expression (the ability to create a product that reflects elements of the self).
Wants: In this case, children want a place where they can get a toy of their choice where they have freedom to make a toy like bear of their own choice by choosing, stuffing, stitching, and naming the toy (bear).
Demands: Build-A-Bear is offering different types of bears with different accessories and price starts from $10 and end up on $25. Customers can make their own bear that suits their money.
Implications: Maxine Clark comes up with a creative idea of Build-A-Bear where children can experience a creation of a toy like bear. Clark emphasizes on the need of entertainment, self esteem, and belongingness and fulfills children’s wants of experience by making, customizing, and personalizing bear through many stages: choose me; stuff me; hear me; stitch me; fluff me; dress me; name me by the children. In this way, the company has brought a lot of entertainment and experience to children.

2. In detail, describe all facets of Build-A-Bear's product. What is being exchanged in a Build-A-Bear transaction?
The specifics of the tangible item: including the various options for the basic stuffed animal-the clothing, voice box, name, and birth certificate.
The experience: including the ability to customize and personalize each part of the product. It also includes being a part of the creative process and coming away with an item that is a piece of the customer. The store ambience and even waiting in line are also part of the experience.
Price of the bear as well as other cost factors given by the customer are being exchanged in a

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