Case Study: GEEK Squad – A New Business for a New Environment
- Read the case pages 95-97 in your text.
- Watch the video supplement to the case at link tv/13e/v3-5(Links to an external site.).
- Respond to the following case question. (Disregard the questions in the text.)
The Consumer Technology Association conference held in Las Vegas just ended (https://www.ces.tech/ (Links to an external site.)). You have been asked to consult with a group of entrepreneurs from this conference who are considering competing against Geek Squad by entering the Geek Squad marketspace. They are specifically looking for recommendations related to the unit ULOs:
ULO 1: Analyze the marketing process and identify the diverse factors that influence marketing actions.
ULO 3: Assesses the marketspace this new entrant needs to be.
ULO 5: Examine how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces.
Review the topic areas at the CES conference and use this information to identify a market/product focus. Recommend a strategy to encourage consumers who currently use Geek Squad and other independent tech support companies to switch to this new business. To aid you in formulating your recommendations, you should consider past and present consumer purchasing patterns; conduct an environmental scan for businesses in the Geek Squad marketspace using each of the five environmental forces (social, economic, technological, competitive, and regulatory); and identify key trends likely to influence the Geek Squad marketspace in the near future.
ULO 1: Analyze the marketing process and identify the diverse factors that influence marketing actions. (CLO 1)
ULO 3: Examine how an organization assesses where it is now and where it seeks to be. (CLO 4 & 5)
ULO 5: Examine how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. (CLO 1)
