Costco

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Wayne Huizenga Graduate School

Of Business & Entrepreneurship

Assignment for Course: Customer Value – MKT 5200

Submitted to: Dr. William Johnson

Submitted by: Goretti Duncker

Bryan Hightower

Mabel Lora

Magdala Mitchell

Viola Smith

Date of Submission: February 21, 2016

Title of Assignment: Customer Value Term Project - Costco

CERTIFICATION OF AUTHORSHIP:

I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledge and disclosed in the paper. I have also cited any sources from which I used data, ideas of words, whether quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.

Student Signature: Goretti Duncker, Bryan Hightower, Mabel Lora, Magdala Ulysse-Mitchell, Viola Smith

Instructor’s Grade on Assignment:

In this competitive and rapidly changing marketplace, companies must provide superior customer value in order to maintain relevancy. To provide superior customer value, companies must continually exceed customer expectation, using customer experience as its vehicle (Weinstein, 2012). This paper will seek to evaluate Costco Wholesale Corporation’s customer value through an examination of its macroenvironment, microenvironment, organization and strategy, value proposition, and customer strategy and delivered value. Finally, the paper will provide recommendations for Costco moving forward in providing superior customer value.

Global Business Community (Macroenvironment)

Society

Costco is committed to protecting the sustainability of its business, which involves many dimensions, including its workforce, a continuing supply of merchandise for its customers, a supply chain that protects the environment, as well as the workers and animals in the supply chain, and the efficient use and reuse of resources associated with its operations. Its...