This paper discusses the marketing case of the L.L. Bean Company, which operates on three channels, including catalog, Internet, and retail stores.
Written in 2004; 2,300 words; 9 sources; MLA; $ 70.95
Paper Summary:
This paper explains that L.L. Bean experienced a slight decline in growth because of increasing competition and other market forces, which requires more research about the existing business to decide the proper strategies. The author points out that L.L. Bean's emphasis on customer service sets it apart from some other catalog companies and helps in its marketing. The paper stresses that inventory management is a key issue that must be addressed because goods now are shipped ready for the direct channel and not for the retail channel; therefore, a dual flow system in which the goods are sent ready-for-sale to retail centers would eliminate time and costs for a considerable savings of about $.95 a unit.
Table of Contents
The Problem
L.L. Bean Overview
Background
Retail Clothing Industry - Overview
L.L. Bean's Strategies
Case Situation
Alternatives
Evaluation
Implementation
From the Paper:
"L.L. Bean dedicated to the sale of outdoor wear, clothing for hunters, campers, and those who want to commune with the great outdoors. The company is known for is outerwear, sportswear, house wares, footwear, camping and hiking gear, fishing gear, and the Maine hunting shoe that served as the company's first big success. The company sells through retail outlets and has five retail and sixteen factory outlets in the United States, as well as nine additional stores in Japan. The main means of selling, however, is through its more than 200 million catalogs sent out each year. The company also has an online presence in both English and Japanese, bringing the catalog into the computer age for the company founded in 1912."
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