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Wednesday, July 7, 2010

Customers dictate Strategy


We discussed a case about a certain Doughnut company that aims to operate all over the United States. This company is planning to use the same strategy on all its outlets in different locations.

Main Strategy
Serving the doughnut experience by showing how the doughnuts are made on the outlet.

Location 1
- Customers are soccer moms buying for their kids, senior citizens and families. They are willing to drive 3 miles to buy doughnuts.
- Boxes of doughnuts are being sold per customer.
- The doughnuts are cooked on the outlet and serves as entertainment for those who are in line to buy.

Location 2
- Customers are office workers who are always hurrying.
- Doughnuts are sold per piece and with coffee.
- Most often purchases are "to go".

Key Issue:
Will the strategy that worked well on location 1 will suffice in location 2?

companies should maintain their Global image while adapting to the behavior of customers in every area.

How to do it?

Well, that's what we are all trying to find out still.

Blessed Be.


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