Rest Assured Case Study Paper
CASE STUDY #2
Case Study #2
Yuji Shimojo
BMGT 317
Instructor: Prof. Brandon L. Cohen
April 28, 2013
CASE STUDY #2
Introduction
This paper mainly discusses current business analysis of Rest Assured, consideration of four acceptable alternatives to solve the problems which Rest Assured has, and suggestion of one recommended solution to achieve the business objectives. Before considering alternatives, I organized the given information to analyze current business environment which Rest Assured is facing by using Marketing Mix and 3C 's model (Boone, L. E. & Kurtz, D., 2012) as shown by
Figure 1 below.
Figure 1: Rest Assured 's Current Business Environment
The town has 8,000 people.
It swells to double that size in the summer when families …show more content…
The new store specializes in discounted house wares including discounted bedding materials.
Competitor
The store largely relies on synthetic bedding materials made by Chinese workers
It offers its products at significantly lower prices than the products offered by Rest Assured.
Rest Assured is a small retail business specializing in bedding and bedroom accessories: mattresses, comforters, blankets, pillows, sleep ware, and small decorator gift items for the bedroom.
The store’s goose down materials and high quality synthetic fabrics, along with its clear focus on customer service,
Product/Service have made the store a successful enterprise...until recently.
The store is owned by a husband and wife. It employs three full-time people, and the store owner and his wife fill in when employees are ill or off on vacation. One of the store employees has been with the store since it opened; one was hired five years ago; the third came on board as a replacement hire for a person who left the store two years ago.
The objectives are:
1. To achieve and sustain a profit level in the business that will help the owners fund their current lifestyles and prepare …show more content…
CASE STUDY #2
Figure 3: Rest Assured 's Alternatives by Potential Risks
Alternatives/Risks
Cost Leadership Strategy
Differentiation Strategy
Cost Focus Strategy
Differentiation Focus Strategy
Potential Risks
Technology changes or external environmental changes
The store may give an opposite impression of current brand image to existing customers Competitors ' immitation
Employees ' satisfaction will keep or decline; however, if an employee leaves, the store won 't be able to offer high quality customer service, which is one of the biggest differentiators
Demand in the target segment disappear
The focus strategy is imitated
Demand in the target segment
Case Study #2
Yuji Shimojo
BMGT 317
Instructor: Prof. Brandon L. Cohen
April 28, 2013
CASE STUDY #2
Introduction
This paper mainly discusses current business analysis of Rest Assured, consideration of four acceptable alternatives to solve the problems which Rest Assured has, and suggestion of one recommended solution to achieve the business objectives. Before considering alternatives, I organized the given information to analyze current business environment which Rest Assured is facing by using Marketing Mix and 3C 's model (Boone, L. E. & Kurtz, D., 2012) as shown by
Figure 1 below.
Figure 1: Rest Assured 's Current Business Environment
The town has 8,000 people.
It swells to double that size in the summer when families …show more content…
The new store specializes in discounted house wares including discounted bedding materials.
Competitor
The store largely relies on synthetic bedding materials made by Chinese workers
It offers its products at significantly lower prices than the products offered by Rest Assured.
Rest Assured is a small retail business specializing in bedding and bedroom accessories: mattresses, comforters, blankets, pillows, sleep ware, and small decorator gift items for the bedroom.
The store’s goose down materials and high quality synthetic fabrics, along with its clear focus on customer service,
Product/Service have made the store a successful enterprise...until recently.
The store is owned by a husband and wife. It employs three full-time people, and the store owner and his wife fill in when employees are ill or off on vacation. One of the store employees has been with the store since it opened; one was hired five years ago; the third came on board as a replacement hire for a person who left the store two years ago.
The objectives are:
1. To achieve and sustain a profit level in the business that will help the owners fund their current lifestyles and prepare …show more content…
CASE STUDY #2
Figure 3: Rest Assured 's Alternatives by Potential Risks
Alternatives/Risks
Cost Leadership Strategy
Differentiation Strategy
Cost Focus Strategy
Differentiation Focus Strategy
Potential Risks
Technology changes or external environmental changes
The store may give an opposite impression of current brand image to existing customers Competitors ' immitation
Employees ' satisfaction will keep or decline; however, if an employee leaves, the store won 't be able to offer high quality customer service, which is one of the biggest differentiators
Demand in the target segment disappear
The focus strategy is imitated
Demand in the target segment