Blue Whale Company

Blue Whale Moving Company

Planning and Execution of Strategy MGMT 672

Embry-Riddle Aeronautical University

Blue Whale Moving Company started with a lunch meeting. Blake Miller disliked his current job and agreed to a lunch with Brad Armstrong. Brad had a hidden agenda but Blake wasn't interested in expanding Brad's current businesses. Blake spoke passionately about the moving industry and how customers were treated like disposable commodities by moving companies.

The two men decided they would start a company, while thinking about the company and the

name not once did either partner mention a business plan. The opportunity was available in

the small town of Austin, Texas with a population of approximate 1 million. The niche was to

do everything right the first time because the moving industry had a negative reputation and was

in a state of turmoil.

The customers they wanted to attract are the ones willing to pay a premium for high end

customer service, confidence in knowing that their possessions were being treated with the

utmost respect. They realized they had competition on every corner, the town has 80 local

movers and they had to have a competitive advantage over the competitors to be successful.

The first thing was to create a name that would create trust and courage. Blue Whale was chosen

because it instilled a feeling of strength and confidence.

They had to get the word out that they were the new movers in town. The company was

referred to the 'Gentle Giant" supporting the idea of a large and powerful company that can move

household goods safely and effortlessly. ( Carpenter, M., Sanders, W. p.788). They pride

themselves on professionalism, stress free moving, commitment and dedication. The trailers

were painted with a big blue whale so potential customers would remember them by their logo

on moving trailers.

Some of the business strategies that they used to set them...