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-Revising the strategy Presented by- Group 9
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-Revising the strategy

Presented by-Group 9

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Company ProfileStaples is the world's largest office products company.

Committed to making it easy for our customers around the globe to buy a wide range of office products, including supplies, technology, furniture, and business services. With $23 billion in sales, Staples serves businesses of all sizes and consumers in 27 countries throughout North and South America, Europe, Asia and Australia.

Staples' founded by Tom Stemberg, a former supermarket chain executive turned entrepreneur

On May 1, 1986, Staples opened the world’s very first office supply superstore in the Brighton neighbourhood of Boston

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Channel Integration and SystemsVertical Marketing System Corporate VMS Administered VMS Contractual VMS

Horizontal Marketing System

Multichannel Marketing System

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Multichannel Marketing Systems adopted by StaplesStoresCatalog(Quill.com)Internet(Staples.com)North American Delivery

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StoresStores are location based, and are characterized by physical

setup in department, discount and outlet stores as well as specialty retailers. In-store display and effective visual merchandising create brand awareness and may influence consumer purchasing habits in favor of greater sales.

Staples operates 1,832 retail stores throughout the United States and Canada, offering savings on more than 7,000 office products. Staples opened its first store on May 1, 1986 in Brighton, MA, and currently operates 1,521 stores in the U.S. and 311 stores in Canada.

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CatalogCatalogues are effective in its ability to target specific

customers and customer types.Staples, who believe in “beating a path to the customers’ door,”

these companies use catalogues as a tool to indirectly interact with and build long-term relationships with customers.

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Internet Internet distribution has forever changed the face of

traditional buyer-seller relationships. Customers are demanding faster, more personalized service and the practice of side-by-side competitor comparisons was practically invented through online “shops.”

www.staples.com

Forbes magazine named Staple’s site as the “Best Of The Web Pick For Entrepreneurs” for the third year in a row based on its ability to assist smaller businesses to run as smoothly as larger organizations.

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Horizontal Marketing SystemOn July 10, 2002, Fleet Boston Financial Corp opened “small

business” zones within Staples as customer-recruiting sales sites targeting small-business and entrepreneurial customers.

Benefits:Brand name recognition is an important issue key to the

success of this joint-venture. Fleet Boston Financial is the seventh-largest financial holding company in the United States and services 20 million customers in more than 20 countries.

Fleet’s name value recognition and Staples core consumer market of small firms and entrepreneurs, cooperative efforts may truly be at the very best interests of both firms.

As small business owners and entrepreneurs have fewer resources with respect to time, staff, and money this “one-stop-solution” may prove more popular than expected.

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Conflict , Cooperation and CompetitionChannel Conflict: It arises when one channel’s

actions prevent another channel from achieving its goals

Channel Coordination: Occurs when channels are brought together to advance the goals of the channel , as opposed to their own potentially incompatible goals.

Types of Conflict:Vertical Channel ConflictHorizontal Channel ConflictMultichannel Conflict

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Causes of Channel Conflict

Goal Incompatibility

Unclear roles and rights

Difference in perception

Intermediaries’ dependence on the manufacturer

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Managing Channel Conflict(North American Delivery)

Staples’ management of its main channels divided into business units within Staples’ North American Delivery segment.

The three main business units composing the North American Delivery segment are

1. Staples Business Delivery

2. Quill Corporation

3. Staples contract

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Intensive development of individual market

Operating efficiencies benefiting from physically focused capital investment, operating sites, and experienced employees

Enforces the concept of customer retention. It is less costly and more profitable to keep loyal, returning customers than to attract new ones as regular customers usually create the majority proportion of total revenue.

Familiarity of existing market.

Publicized re-focus on existing market areas creates a good image to stakeholders

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Marketing RecommendationsCost-reduction focused rather than visible

differentiation or sales strategy based.

Management of value-added supply chains through forecasting, information systems, purchasing, production planning, order processing, inventory, warehousing and transportation planning may streamline costly inefficiencies of supplier activities, purchasing agents, marketers and Staples-internal channel members.

Improved physical distribution, Staples may find that it can attract and keep customers by providing reliable, timely service and lower prices.

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Acheivements2008 Acquires Corporate Express, one of the world's leading suppliers of office products to

businesses and institutions. Ranked second largest internet retailer, after Amazon.com, in Internet Retailer

Magazine's top 500 retail web sites2007 Opens 2000th Staples store in India Begins operations in India through a joint venture with Pantaloon Retail Limited Launches office supply industry's first online catalogue for Contract customers Begins selling Dell notebooks and desktop computers, printers, ink and toner. Staples is

the only office superstore to offer Dell products in stores and through its Web site. Recognized as Retailing Today's 2007 Speciality Retailer of the Year Named 30 on CRO Magazine's 100 Best Corporate Citizens2006 Celebrates 20th Anniversary Sales reach $18.2 billion Worldwide eCommerce sales reach $5 billion Begins operations in Taiwan as UB Staples® through a joint venture with UB Office

Systems’ subsidiary, UB Express2005 Premiers the Easy ButtonSM– a new American icon is born Sales reach $16.1 billion Begins selling Staples® brand products in Stop & Shop and Giant supermarkets.Unveils

its new corporate responsibility initiative "Staples Soul" and publishes its first Corporate Responsibility report 

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MARKET SURVEY (Staples , Marthalli)

BEFORE AFTER

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THANK YOU