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I. Introduction This paper is goal to have a quick evaluation of present competitive position of Build-A-Bear Workshop in the toy business and challenges it faces, and also to provide Build-A-Bear Workshop with a few short-term and long term guidelines to continue its success in toy industry. This paper mainly employ Porter's five forces analysis, outside environmental analysis, fiscal analysis and value chain analysis. II. Case Summary Build-A-Bear Workshop has been an American toy retailer, which was set by Maxine Clark in 1996 in St. Louis, Missouri. Build-A-Bear Workshop chief served teddy beard and other stuffed animals, and accessories for teddy bears and other stuffed animals. Based on professor Eisner, Korn, Baughergraduate along with grad student Vojtkova (2011), "Build-A-Bear Workshop was founded 13 decades back on a very simple but powerful idea: to create a successful firm with heart" (p. C259). To be able to distinguish itself by other toy manufacturers, Build-A-Bear Workshop functioned customers with interactive expertise by "allowing its clients to make, customize and personalize stuffed animals od their choosing" (p. C262). As professor Eisner et al. (2011) concluded, "the company (Build-A-Bear) differentiated itself from the competition by marketing initiatives which facilitated stronger relations with its customers" (p. C262) Additionally, Build-A-Bear Workshop worked out its attention strategy by highlighting its own product lines. Build-A-Bear Workshop gained a significant success in the previous decades. But, Build-A-Bear Workshop also exercised several big challenges, especially during economic downturn. Shifting markets, fluctuating economy, developing of Internet, and changeable taste of kids were all negatively affecting Build-A-Bear Work...