Staples

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....