GEEK SQUAD
Geek Squad is a group that provides services to install and operate electronic products for consumers.
BEST BUY
Best buy is a leading consumer electronics retailer which purchased Geek Squad for about 3 million in 2002.
4/30/12
Marketing Management
Click to SQUAD GEEKedit Master subtitle style
Our groups geeks, 1) Syed Faisal Bin Syed Mahmor 2) Wan Nurul Al-ALa 3) Saw Chin Seong 4) Yeow Chun Peng 5) Feng Zhi Ling
4/30/12
Q1. What are the key environmental factors that created opportunity for Robert Stephens to start the Geek Squad.
Change of technology
As long as there is innovation, there is going to be new kind of chaos
Robert Stephens saw an opportunity to make full use of his expertise in helping with those less uneducated in the technology field.
Consumers
Easy
Market
There were no competitors at the 4/30/12 time he formed Geek Squad in 1994.
Q2.What changes in the purchasing patterns of (a) all consumers, and (b) women made the acquisition of Geek Squad particularly important for Best Buy? a) (i) Consumers were beginning to see service as a critical element of the purchase. (ii) A decrease of return rates by 25%-35% of their products. (i) Women are becoming more interested in personal computers and home entertainment (ii)
4/30/12 They also expect personal
b)
Q3(a)Based on the case information and what you know about consumer electronics, conduct an environmental scan for Geek Squad to identify key trends.
i.
Generally, consumers just dont bother to read the manual books.
ii.
Most of the consumer value punctuality, friendliness and explanation in simple language to solve their problem. Consumers mind-set to buy new electronic products but do not know how to operate them. 4/30/12
iii.
Q3(b) For each of the five environmental forces (social, economics, technological, competitive, and regulatory) identify trends likely to influence Geek Squad in the near future? i. Social
Trends show that women will outspend men due to increase in interest in electronically products.
i.
Economics
Trends show that economic situation will continue to improve as price declines and median income in the U.S for women is increasing.
iii.
Technological 4/30/12
iv.
Competitive
Trends show that competition gives more ideas and improvements in their service to distinguish themselves from the other competitors.
iv.
Regulatory
Trends show that in respect to electronic transfer of copyrighted materials such as music and movies and software, changes is ensured to comply with relevant laws.
4/30/12
Q4. What promotional activities would you recommend to encourage consumers who use independent installers to switch to Geek Squad? Recommended promotional Activities Social Networking: Twitter, Facebook, Blogs,
etc
a. Engage with online consumers to determine and respond to consumer needs in real time b. Promote discounts and promotion to the followers. c. Promote and advertise in the advertisement column. 4/30/12
Online marketing campaign: Youtube,
Television
a) Hire someone to answer user questions by using humor to attract consumers. b) Educate the users and help humanize and brand a company (popularity).
Has the ability to tell an emotional story with powerful visuals.
Charitable Marketing:
a) Help to change consumers perception and behaviors. b) The company will be rated more 4/30/12 highly in the categories of trust,
THE END
4/30/12
