This Essay is about the Build -A- Bear workshop Inc. According to the Build-A-Bear company, it is the only global company that offers an interactive and customized stuffing animal retail entertainment. Founded by Maxine Clark in St. louis back in 1997. The build a bear workshop currently operates in more than 400 stores worldwide, it is a leading interactive retailer and it has been able to keep up to its customer’s satisfactions, Loyalty and delight since it started operating.
In this Essay, I will be discussing about some of the operations and marketing concepts of the build A Bear workshop and also about the relationship between Maxine Clark and the customers. In addition, I will be explaining some of the key points why build a bear workshop differs from other traditional toy industries and also what other skills Soren and his employees should learn in order to develop the Build-A-bear operations. Slack et al. (2007) states that every operations produce products or services by changing inputs into output. They do this by using the ‘’input-transformation-output’ processes.
The general transformation process model which is used to describe the nature of operations. Operations are processes that take in a set of input resources which are used to transform something or are transformed themselves, into output of products and services. And although all operations conform to this general input-transformation-output model, they differ in the nature of their specific inputs and output. Everything that we wear, eat, sit on, use, we read, the toys kids play with have all been produced through a general operations model into a finished good and service.
The build-A-bear workshop is not any exceptional to this general operations model. An illustration of a general operations model. Transformed resource……. Materials information customers Environment THE TRANSFROMATION PROCESSES Output products and services Input Resources Customers Transforming resources…….. Facilities staff Environment In every Build-A-Bear workshop, there are various operations to reach its final product. Below, I will be explaining the different ‘’input-transformation-output process model.
The input Resources: The Transformed resources of the build –a-bear workshop consist of the materials that have been prepared already for the creating and customization of the stuffed animals such as different kinds of animals , the stuffing’s and the accessories that the kids uses to dress the animals . Another transformed resource is the information which is the ideas and communications between Maxine Clark and the customer and I believe every companies input also includes researches which will give them the right resources of input.
The last transformed resources are the customers who are the kids because they participate in almost every step of the creating and personalization of the products. The transforming resources are both the staffs who offer services and also assist’s the customer in every step of the creation and customization of the stuffed animal and also the facilities which are the buildings, electricity and the technologies (computer and other equipments used during the process of the creation on the stuffed animals).
The transformation processes, I believe that both the staff of the Build-A-bear workshop and the customer are both involve because there are stages where the kids gets to design and personalize their new friend stating from the choose me , stuff me, hear me, stitch me, fluff me and dress me. And then the staff continues from there until the product is finally ready for the customer to take home with them. The output resources are the readymade toys which could be a teddy bear or other kinds of animal depending on the choice of the customer and the services put together by the staff of the build-a-bear workshop.
In the case of the Build-A-Bear workshop the customers are the kids. According to Graeme D. and Ensor J. , (2005) ‘’Marketing is essentially a simple process and success stems from the understanding of the costumers need’’. The concept of marketing could be simple but it is the implementations that is highly complex and requires a range of interdependent variables. These variables must be given focus and direction in order to achieve successful fulfillment of customer needs. Marketing is also the means to provide such direction.
Additionally, the provider must understand the needs and wants of the customer. Therefore marketing offers a mechanism that facilitates understandings, communication and the development of products and services as solution to the customer needs. Finally, marketing is an interface between the provider and their customer. (p1. 1) One of the marketing concepts of the Build a bear workshop is the communication between Maxine Clark and the customer who are the kids. The communication shows a great relationship between Maxine Clark and her customers.
They send her Emails and she replies as soon as possible. She even created a special list called the ‘’virtual cub advisory council’ where children can easily communicate with her sharing their ideas with her which according to the ‘case study’ where put to practice and it generated a great success to the company which I believe the traditional toy industries don’t do. Furthermore Maxine Clark physically help’s and communicates politely with all of their customers’ . On like other shop that queuing could be very boring and tiring for the customer, queuing is fun and entertaining.
Every kid that enters the Build-A-Bear workshop always leaves with a great memory because of the experience they had in the process of creating their new friend. In addition, I believe in every build a bear workshop. The management are well trained and organized, these also created a great and warm customer communicating relationship which helped them in maximizing more profits because been able to communicate with your customer and knowing what they want and need, enables you to be more efficient and effective in providing goods and services and by doing this you create good customer delight and satisfactions.