If you were a chief executive of Southwest Airlines, in need of a new strategic vision, which course of action would you choose and why in terms of a "cost leadership" or a "differentiated" business strategy? Use table 5.1 in the text as a foundation for
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GeekSquad.docxChapter 3: Video Case: Geek Squad
1. Technology Changes: Robert Stephens said. “As long as there is innovation, there is going to be new kind of chaos.” His experience as a consultant led him to the realization that most people needed help with technology and that they saw value in a service whose employees would show up at a specified time, be friendly, use understandable terminology and solve the problem.
Consumers: His focus was to provide superior service to those who are less educated in the field of technology.
2. a. They were beginning to see changes in the purchasing patterns of all consumers; beginning to see service as a critical element of their purchases. Best Buy was starting to see a decrease in their return rates by 25-35% for their products.
b. There was a change in the purchasing patterns for women because they were starting to become more interested in having their own personal computers and home entertainment. They also expect personal service during the purchase and installation after the purchase.
References
Kerin, R. A., Hartley, S. W., & Rudelius, W. (2015). Marketing. New York: McGraw-Hill
Education.
