Submitted by: Submitted by melisa87
Views: 569
Words: 7746
Pages: 31
Category: Business and Industry
Date Submitted: 04/09/2012 11:55 AM
Table of Content
Page(s)
Executive Summary............................................................................................
2
Background
●
Development and Growth.......................................................................
4
●
Current Information.................................................................................
7
SWOT Analysis....................................................................................................
11
PEST Analysis.....................................................................................................
15
Corporate Level Strategy....................................................................................
17
Business Level Strategy.....................................................................................
19
Structure and Control Systems...........................................................................
24
Recommendations..............................................................................................
30
References..........................................................................................................
31
1
Executive Summary
The world’s largest office superstore, Staples, has paved the way in marketing for the office
supply chain industry. With the current largest market share and over $24.5 billion in sales,
Staples continues to grow as a strong financial investment and great marketing leader. After
the implementation of the “easy” campaign, where Staples emphasized the convenience that
only
Staples Incorporated could offer the earnings per share sky-rocketed to more than double.
The current campaign (2003), detailed as “That was easy,” refers to an “easy” button
implying that Staples has the capabilities of taking a convoluted customer situation and
simplifying it with their product differentiation, global locations, and customer-oriented
services....