How were competitive and customer trends adversely affecting Best Buy’s market position.

Case Study Assignment:  BestBuy

Students will read, analyze and submit a write-up for the case study Best Buy: Creating a Winning Customer Experience in Consumer Electronics.  The case explores Best Buy and its efforts to appeal to the important millennial consumer market in the face of online competition.

After years as a consumer electrics giant Best Buy was under intense pressure at the end of 2014.  Competitors such as Circuit City had disappeared and Best Buy had been able to withstand the onslaught of online superstar Amazon and discount retailers such as Target and Walmart.  As online shopping became more popular, especially among millennial customers, Best Buy’s competitive position was threatened.

After reading the case study, answer in detail the following questions:

  1. How were competitive and customer trends adversely affecting Best Buy’s market position.
  2. Evaluate the Best Buy experience with particular focus on the expectations of the millennial customer. How does the omnichannel experience Best Buy seeks to create stack up against traditional and online retailers?
  3. Assess the strategic initiatives on their ability to address the challenges facing Best Buy. How would you prioritize the initiatives based on strategic considerations?
  4. Talk to several friends in the Millennial consumer group. Ask them their opinion of Best Buy and why they choose to shop/not shop there.  If they do shop at Best Buy is it online or in-store? If they do not shop at Best Buy, what would motivate them to?

Assignment is due on 6/14.  Papers must be typed and double spaced.  Approximate page length is 3-4 pages.  Make sure you are citing sources correctly using APA format. Papers should be submitted via Blackboard by the start of class and a hard copy should be turned in to me.  We will discuss the case in class.  Students are expected to attend and participate in the discussion.

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