Build . A . Bear Workshop - Is it Successful ? (A Case Study)

Maxine Clark founded Build- A-Bear Workshop in 1996.   Unexpectedly, Clark’s store excelled quickly and greatly, having more supporters versus non-supporters.   Not only is the company continuously excelling in profits, but it is also expanding the availability of its products by the many store locations it has opened. Build a bear is worlds one of the leading toy making company. Especially they make teddy bears and stuffed animals. It makes an environment of greater amusement for children creating longer lasting memory. In the Build – A – Bear children steps into cartoon worlds and some other amazing fun. Kids love Build – A – Bear. And they are not only making stuffed animals. And this experience costs as low as $10 and around $25. It is not only selling the Bear, but also the experience of participating in the creation of personalized entertainment.

Build – A - Bear is competing with other stuffed toy making companies, such as Teddy bear. It maintains its sales volume in a balanced manner. Its sales do not peak during holiday season, but are evenly distributed throughout the year. They use a catchword – “We don’t think of ourselves as a toy store – we think of ourselves as an experience. The firm is mostly customer centric, rather than product centric. They are focusing on product customization, but focusing more on customer preferences. For that they are following different ways to communicate with customers. It is making some additions generated from customers and making opportunities for them to build a lasting memory.

1) Give examples of needs, wants and demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Build-A- Bear’s actions?

         Needs:
                        Need is defined as a state of felt of deprivation or lacking something. According to this case study, we can say that the children needs are entertainment, fun and creativity. We know that every child want to play with something whether the child belongs to a rich or a poorer family. The second thing is we can notice that the new born babies love to play with technology means they want creativity. They want to do something that is new and unique.

         Wants:
                      Wants are basically “needs, that are fulfilled according to the costumer’s personality and culture.” In this case study, we can observe that the target customers are children and children love to play with animals. Due to the advancements in technology, the children are being something which they really want and know to be the only source of delightfulness.   Hence, the company has added different assembly lines and clearly labeled work stations.

         Demands:       
                            Demands are “wants, backed up by buying power”. The Build-A-Bear company gives experience to their costumers of creating a stuffed animal at a very low cost as compared with others. Customers demand specific products that add up to the most valuable and satisfaction. Among the most relevant examples we can mention are both new store locations and accessories. “Mini-scooters and mascot bears at professional sport venues” are also specific ideas that were interpreted as customer`s demands by the company.

2) In detail, describe all facets of Build-A-Bear’s product. What is being exchanged in a Build-A-Bear transaction?

In a Build-A-Bear transaction the customers have multiple options to apply within the making of the bear.   For example, the choosing of the bear itself, the wardrobe, the voice box, and of course the choosing of the name.   Also the price of the bear is part of the transaction.   Usually the price is anywhere between $10 and $25.  

Lastly, the most important part of the transaction in my point of view is the experience and memory that is made during the time that the customer is in the store or possibly online.

3) Which of the marketing management concepts covered in this chapter best describes Build-A-Bear Workshop?

The marketing concept within the marketing management concepts is the one that best describes Build-A-Bear. The marketing concept, which is the “marketing management philosophy which holds that achieving organisational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors. I think, it best describes the Build-A-Bear Workshop because they are focused on the needs of their customers and by creating and building relationships with their customer base. This is evident, as Maxine Clark, Founder & CEO, says ‘our concept is based on customisation’ and puts herself on the ‘frontline’ and asks her customers to email her with ideas and concepts that they have and believe could improve their product, while trying to answer to all the emails she receives.

4) Discuss In Detail The Value That Build a Bear Creates For Its Customers.

The Build-A-Bear Workshop is an organized world where children are able to create their very own stuffed animal just how they want it.   The process has a total of seven stations, in which the animal is fully put together.   This process leaves a child with more than just a stuffed animal, they have created a memory that most would not forget.   Build-A-Bear is very different from other makers of stuffed animals. While the key selling point of some may be quality, Build-A-Bear focuses on customization and the experience. The cost of the experience starts at $10 to $25 and many parents consider it as a bargain when they see their child’s delight. r.   Product personalization is very popular and it brings about great satisfaction, which in return helps to build relationships with customers. Clark never forgot what it is like to be a customer, which enabled her to make Build-A-Bear a customer-centered organization.   Clark is actively involved in the organization and visits several of the stores weekly.   In doing this, she has establishes a relationship with many customers and has created a buddy list via e-mail.   Although Clark only communicates with a portion of her customers, it acts as a foundation for her to communicate with all customers. All of the business and communication process helped Build – A – Bear to make longer lasting memory to each child and their parents. Thus they are promising superior values and capturing good values in return.

5) Is Build – A – Bear likely to be successful in continuing to build customer relationships? Why or why not?

Yes, Build – A – Bear likely to be successful in continuing to build customer relationships.

Build – A – Bear is trying to be connected with customers by using different communication method. The firm’s CEO Maxine Clark’s low-tech and high-tech methods for making Build – A – Bear is a truly customer centric organization. Personally she visits most of the stores not only to see the stores activities but also to interact with preteens and parents by chatting. Main target consumers of the product children are linked with a panel - “Virtual Club Council”. Company gets real time feedback from customers. Via that Build – A – Bear puts customer ideas into practice.

Especially, children enter into the Build – A – Bear store and become delighted. That’s make a opportunity to build an amazing longer lasting memory among children and successful customer relationships.