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Essay / Research Paper Abstract
A 4 page paper discussing two cases, one on how Burt's Bees can increase sales from $6 million to $25 million over five years, the other on the founder of Burt's Bees, Roxanne Quimby. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmgBurtsBees.rtf
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Unformatted sample text from the term paper:
Burts Bees founder and president Roxanne Quimby likely summarized the leading contributor to the companys success with purchasers of its products: Im interested in controlling the whole chain
from manufacturing to retail. I dont like being separated from the end-user. Our ultimate customers - the retailers - arent interested in how the product works out for
the person who takes it home (Voomes and Timmons, 1997; p. 214). Quimby was absolutely correct in her assessment. For retailers, Burts
Bees was only one of many suppliers; if the product did not sell well in their stores, they simply stopped offering it to their customers, who were Burts Bees end
users. If Burts Bees management would ensure that the end user is satisfied with the product, then the company can rely on gaining some "pull" marketing assistance from the
end user in the form of either asking retailers to carry the products or shopping where the products were readily available. Close attunement
with the end user also provided Burts Bees with assessment of critical users views in terms of value and function. Whereas retailers were most interested in attractive displays and
favorable financial terms, end users interests lay in the product. Being close to the end user provided valuable product and customer information to Burts Bees management and allowed the
company to address complaints before losing the hard-won end user. Prior to reaching that conclusion she had discovered the key to success for
a small business, and for any business over the long term: "The only rule is that you have to make a little bit more than you spend" (Timmons and
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