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Unformatted text preview: gh-profit margin they contribute to the
overall performance of Best Buy, and they help generate
traffic in the store and create store loyalty. To continue
to grow, however, Geek Squad will need to continue to
scan the environment and try new approaches to creating
One possible new approach is to find additional locations that are convenient to consumers. For example, Geek
Squad locations are being tested in some FedEx stores and
in some Office Depot stores. Another possible approach
is to create new houses that are designed for the newest
consumer electronics products. To test this idea Best Buy
has created partnerships with home builders to wire new Questions
1 What are the key environmental factors that created an opportunity for Robert Stephens to start the Geek
2 What changes in the purchasing patterns of (a) all
consumers, and (b) women made the acquisition of Geek
Squad particularly important for Best Buy?
3 Based on the case information and what you know
about consumer electronics, conduct an environmental
scan for Geek Squad to identify key trends. For each of
the five environmental forces (social, economic, technological, competitive, and regulatory), identify trends
likely to influence Geek Squad in the near future.
4 What promotional activities would you recommend to
encourage consumers who use independent installers to
switch to Geek Squad? CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT ker81063_ch03_058-077.indd Page 77 8/13/08 12:57:21 AM user
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This document was uploaded on 01/30/2014.
- Spring '14