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Case Analysis: Staples

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by

Nnenna Onwukeme

on 21 February 2014

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Transcript of Case Analysis: Staples

Case Analysis: Staples

Implementation
SWOT Analysis
Porters 5 Forces
Internal Analysis
Information systems
Moved into Small Towns
Going International
New Store Design
Staples Card
External Analysis
Competition
Maturing of products
New entrants into industry
Bargaining Power of Suppliers
Threats of Substitutions
Bargaining Power of Buyers
Free
Reinforcement of brand
Reaches mass amounts of people within seconds
Offer incentives to existing and future customers
Weekly deals option
Pro
Attract New Customers
Customers Develop brand loyalty
Results in increase revenue
Con
History
Found by Tom Stemberg and Leo Khan
"Staples" was a brand unlike the other competitors
Vision: have a store like "toys r us" for office supply
Timeline
Limited Advertising
Differentiation
Lack of Efficient Technology
Based on Jim Harvey's speech structures
1991
1992
1998
1996
1988
1986
Capital of $61.7 million
International Expansion
Staples proposed to buy competition
28% of Staple stores were located in small town
Great growth from a hypothesis that was put into trial in 1992
Staples was established at
$10 million capital
Emergence of Competition such as Office Depot
first store was in Bringhton Massachusetts
Over 100 Staple Stores
Germany
UK
Portugal
France
Netherlands
Goal to purchase Office Depot for $3.36 billion
Combined they would have 1,100 stores and revenue of 8.5 billion
FTC blocked the deal
Strengths
Weaknesses
Failed to focus on customer needs during price way
Slow to enter the market
Very little advertising
Opportunities
Sell Online
Continue expansion into smaller towns
Expansion into other countries
Threats
Problems & Alternatives
Rivalry among established companies
Risk of Entry for Potential Competitors
OfficeMax & Office Depot
Differentiation Strategies
Expand to other countries
Low cost to switch thus there is no bargaining power
Target market: small businesses
Customers are price sensitive
customers can find other alternatives if not satisfied with price or product
Customer Service
People are most likely to buy the cheapest product
Rival Companies
High industry entry barriers (non-established stores)
Creating Staples Brand
Easy to Imitate
Price Wars
Increase Marketing cost
Implement E-Mail Marketing Strategy
Implement Social Media Marketing Strategy
Twitter and Facebook Presence
Create a Staples App for exclusive deals and promotions
Offer coupons only available online
Taylor Turner, Shuvo Das, Jena Diller, and Nnenna Onwukeme
Pros
Create new Customers
Easier to offer new deals
Cons
Easy to Imitate
Raise in Promotion cost
Create wrong impression
Pros
Cons
Absence of bar code
Increase in Operating and Training costs
Easy to Imitate
Pros
Cons
Easily ignorable
Dissatisfaction
Easy to Imitate
Pros
Reach New Customers
Stress-free Purchase
Re-enforce Brand
Cons
Easy to Imitate
Easily Ignorable
2002
2011
New CEO Ronald Sargent
Sales up to 5.8 billion
Net Income of 176 million
More Efficient
Improves customer service
Ability to easily locate customers
commercial from 2009
Full transcript