Case Study: Burt's Bees

Pages: 5 (1437 words)  ·  Bibliography Sources: 3  ·  Level: College Senior  ·  Topic: Business  ·  Buy This Paper

SAMPLE EXCERPT:

[. . .] The company can place banner ads on various famous websites which are frequently visited by the target market. These banner ads would generate more clicks and thus more visits to the website. Secondly with a website present, the company can advertise it on all its sales literature. The website can be advertised on television during QVC shows so people can access the website in case they do not want to place an order right then and there.

b. Retail through departmental stores

The company doesn't need to own its stores in the mall. It can always speak with departmental stores and get some shelve space for its products. This is better than grocery store and super store route because those places are chockfull of all kinds of personal care products, most of which are not even exclusive in nature. That is for mass market. Burt's Bees has an exclusive range of all natural products and for this reason, the best shelve space it can get is in a departmental store like Bloomingdale's or Macy's. Even though it will initially be an expensive option since those stores charge heavy fees for simply placing the products but once they start selling well, Burt's Bees is in for a nice surprise as these very stores will be requesting Burt's Bees to sell its products through them.

Even if the company opens its own stores at various locations, it can try to compete at locations where competition is not that tough. Starting with smaller cities Burt's Bees can then take its retail experience to major centers. But it must start with smaller cities where not many malls are present and these malls do not always have an Origins or Body shop outlet. This would allow Burt's Bees to establish a name for itself and get adequate clientele. It can then expand into other cities and will be in a much better position to face and challenge the competition.

c. Foreign expansion

If Burt's Bees sees that competition is very tough in the U.S., it can always explore foreign markets and then re-enter the retail sector in the U.S. Body Shop for example has a wide international presence. It can be found in most big countries around the world and people are familiar with Body shop products in the UK, Middle East, and Asia etc. The same approach can be adopted by Burt's Bees. This would help in establishing a name which would help when the company decides to recapture the retail sector in the U.S.

Recommendations

The best alternative in my view is going the smaller cities route. In our experience, smaller cities still have a great deal of potential for growth and progress. The people in these areas have good per capita income including sizeable disposable income as many doctors and engineers are working in smaller cities. But because of their backwardness compared to bigger cities, the markets are not as saturated and not all products are widely available. Hence they are more open to new idea, new products and new chains. If Burt's Bees comes with good product range for smaller cities like St. Louis, Missouri it will receive very positive reaction from people.

Criteria for measuring the success of Recommendation:

1. Identify Quarterly sales Targets in for three years

2. Identify goals and objectives for first three years

3. Identify number of stores or outlets planned in case of success

4. Identify possible limitations and hurdles

If the company sets a sales target for each quarter for the first three years and has been able to reach or exceed that target, it knows it has been successful.

If it is able to meets its goals and objectives for first three years of operation, it will know it has chosen the correct route or else will have to rethink the chosen path.

If Burt's Bees can open a certain pre-decided number of stores in few selected smaller cities, after seeing the response to first few stores, it will know it has been correct in its decision.

Similarly Burt's Bees must also identify all possible limitations, restrictions and hurdles it will face during the implementation and executive process. This will help it better cope with problems and if something… [END OF PREVIEW]

Four Different Ordering Options:

?
Which Option Should I Choose?

1.  Buy the full, 5-page paper:  $26.88

or

2.  Buy & remove for 30 days:  $38.47

or

3.  Access all 175,000+ papers:  $41.97/mo

(Already a member?  Click to download the paper!)

or

4.  Let us write a NEW paper for you!

Ask Us to Write a New Paper
Most popular!

Burt's Bees Case Business Plan Outline Case Study


Wal-Mart Case Issues: CI#1: Consumer Term Paper


Marketing Clorox Case Study


How Do Various Ethnic Cultures Experience Art Therapy? Term Paper


Negro League Baseball in Virginia Term Paper


View 7 other related papers  >>

Cite This Case Study:

APA Format

Burt's Bees.  (2011, March 4).  Retrieved April 20, 2019, from https://www.essaytown.com/subjects/paper/burt-bees-case-study/4425190

MLA Format

"Burt's Bees."  4 March 2011.  Web.  20 April 2019. <https://www.essaytown.com/subjects/paper/burt-bees-case-study/4425190>.

Chicago Format

"Burt's Bees."  Essaytown.com.  March 4, 2011.  Accessed April 20, 2019.
https://www.essaytown.com/subjects/paper/burt-bees-case-study/4425190.