Cuttyhunk Bank

Topics: Build-A-Bear Workshop, Teddy bear, Customer Pages: 1 (344 words) Published: April 8, 2011
The founder of Build a Bear, Maxine Clark, has researched and understands the market place and the customer needs in the retail business. Build - A- Bear unquestionably creates a value for customers and at the same time builds a strong relationship with them. By knowing her customers, their needs, and wants she has created satisfied loyal customers and has a large share of the market in the toy business. Build – A – Bear Workshop has a customer driven marketing strategy. The company targets children of all ages and their parents and provides them with the highly interactive experience of making a new friend. The process uses the child’s imagination to make the product and then sells it to the child. As a child or visitor creates his or her own teddy bear, they make a stuffed animal and a best friend for life. As a result of the superior value of this service and this personal experience the child and parents have begun a relationship with Build-A-Bear Workshop. The Build-A-Bear Workshop has supplied the customer, namely the child, with individual needs for self expression as they create the bear, name it, and give it a personality they have chosen. The product is soft and appealing to the child and they can give their bear affection and imagine the bear gives it back. As a result, the Build-A-Bear Workshop has sold a unique product, unique experience, and personal memories for the child and their parents at an affordable price. It is this relationship between these young customers and the animals they create at that bring about the company’s success. It is also the customer service they give that builds customer relationships with the company and keeps them coming back. Additionally, the customers that communicate with the Build-A-Bear Workshop by giving them ideas, the child or parent likes; is heard. By keeping this line of communication open the company builds more relationships with the customers and the customer remains faithful to the...
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