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Build-A-Bear Workshop Shagina Evgeniia Lazareva Natalia Zarubina Arina
About company • Maxine Clark opened a company store “Build A Bear” in 1996. In that era people were interested in dot-coms. Opening a retail shop at that time was not rational. But the founder of the company store found a new way to attract customers and to satisfy them. • 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.
Needs, Wants and Demand Needs: the children needs are entertainment, fun and creativity. Every child want to play with something. They want to do something that is new and unique. Wants: the target customers are children and children love to play with animals. When children enter in Build-A-Bear store they step into “cartoon land” having child friendly assembly line comprised of clearly labeled work stations. Demand: the Build-A-Bear company gives experience to their costumers of creating a stuffed animal at a very low cost as compared with others.
Implications of needs, wants, demand It is most important for Build-A-Bear to distinguish between these three concepts. First of all they should identify the core needs of their customers. And then design the whole process of building a bear in order to fulfill the needs and thus generating wants and demand. They should immediately respond to new ideas and demand of customers to grow their customers.
The facets of Build-A-Bears product include: • The options to build product 1. Choose me 2. Stuff me 3. Hear me 4. Stitch me 5. Fluff me 6. Dress me 7. Name me • The experience of building a customized product. • The experience of waiting in line with much of fun.
Exchange in Build-A-Bear’s transaction • Price of bear • Cost of time spending in waiting line • Cost of experience along with option and accessories