GEEK SQUADGeek Squad is a group that providesservices to install and operate electronicproducts for consumers. BEST BUYBest buy is a leading consumerelectronics retailer which purchasedGeek Squad for about 3 million in 2002.
Marketing Management“GEEK SQUAD”Our groups geeks,1) Syed Faisal Bin Syed Mahmor2) Wan Nurul Al-A’La3) Saw Chin Seong4) Yeow Chun Peng5) Feng Zhi Ling
Q1. What are the key environmental factorsthat created opportunity for Robert Stephensto start the Geek Squad. Change of technology ◦ “As long as there is innovation, there is going to be new kind of chaos” Consumers ◦ Robert Stephens saw an opportunity to make full use of his expertise in helping with those less uneducated in the technology field. Easy Market ◦ There were no competitors at the time he formed Geek Squad in 1994.
Q2.What changes in the purchasing patterns of(a) all consumers, and (b) women made theacquisition of Geek Squad particularly importantfor Best Buy? a) (i) Consumers were beginning to see service as a critical element of the purchase. (ii) A decrease of return rates by 25%-35% of their products. b) (i) Women are becoming more interested in personal computers and home entertainment (ii) They also expect personal services during the purchase and installation after the purchase.
Q3(a)Based on the case information and whatyou know about consumer electronics, conductan environmental scan for Geek Squad toidentify key trends.i. Generally, consumers just don’t bother to read the manual books.ii. Most of the consumer value punctuality, friendliness and explanation in simple language to solve their problem.iii. Consumer’s mind-set to buy new electronic products but do not know how to operate them.
Q3(b) For each of the five environmental forces(social, economics, technological, competitive,and regulatory) identify trends likely to influenceGeek Squad in the near future?i. Social Trends show that women will outspend men due to increase in interest in electronically products.ii. Economics Trends show that economic situation will continue to improve as price declines and median income in the U.S for women is increasing.iii. Technological Trends show that with more new advance technology in the market it creates more complicated problems.
iv. Competitive Trends show that competition gives more ideas and improvements in their service to distinguish themselves from the other competitors.v. Regulatory Trends show that in respect to electronic transfer of copyrighted materials such as music and movies and software, changes is ensured to comply with relevant laws.
Q4. What promotional activities would you recommend to encourage consumers who use independent installers to switch to Geek Squad?Recommended promotional Activities Social Networking: Twitter, Facebook, Blogs, etc a. Engage with online consumers to determine and respond to consumer needs in real time b. Promote discounts and promotion to the followers. c. Promote and advertise in the advertisement column.
Online marketing campaign: Youtube, Televisiona) Hire someone to answer user questions by using humor to attract consumers.b) Educate the users and help humanize and brand a company (popularity).Charitable Marketing: Has the ability to tell anemotional story with powerful visuals.a) Help to change consumer’s perception and behaviors.b) The company will be rated more highly in the categories of trust, endorsement, bending and innovation.Others: Newspaper, Magazines,Exhibitions Radio