Bluebird is an office supply retailer which competes against national and local office supply companies. It has targeted small and medium sized businesses, and currently operates two stores as well as a high volume catalog section which takes orders by phone, fax and e-mail.
At this point, the company has little oustanding debt and a reputation in the market for providing a high level of customer service. In addition, Bluebird has established e-mail, fax and phone service for ordering; it should add a Web site with its catalog to this array to increase its ability to gain customers.
Bluebird has successfully defended itself against the intrusion of Office Depot and Staples, and has demonstrated that a company can compete in this market on factors other than price. To maintain its market share and increase its reach, the company must continue its aggressive in-house marketing program as well as extend its reach through the World Wide Web.
Bluebird should also close the location which has been losing money in order to maintain its financial strength and allow the company to concentrate on its core business of catalog sales. Reducing the number of locations will also permit the organization to better promote the remaining two stores. In addition, Bluebird has the opportunity to expand its current operations beyond its local geographic area; it should take advantage of this and form a strategic alliance with Federal Express or a similar organization in order to meet its customers needs.
Bluebird is a medium sized retailer of office supplies located in a large metropolitan area. The company has three retail locations and also sells through a catalog. Customers are able to select items from the catalog and phone, fax or e-mail their order to Bluebird directly. Bluebird has several trucks which it uses to deliver items to its customers, or customers may take purchases with them directly when made at the store level. Payme...