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Create a 3 page essay paper that discusses Staples.com.Would you pursue wallet share or market share as the first priority? Or would you pursue both?Staples.com strategy is very timely as the only onl
Create a 3 page essay paper that discusses Staples.com.
Would you pursue wallet share or market share as the first priority? Or would you pursue both?
Staples.com strategy is very timely as the only online competitor they had was Office Depot and as per the Forrester Research online sales of office supplies were expected to reach $65 billion by 2003.
Their cohesive marketing campaign aimed at offering multiple channels so they could reach more customers. They were realistic in their approach as far as advertising budgets were concerned despite having ample capital. They did not want to follow what others were doing and wanted to use the traditional, cost-effective direct marketing strategies. They were not following a ‘get big strategy’ because they differed in their marketing approach. They had a balanced approach. Lewis’ strategy to first capture the market share holds more importance. To expand and achieve the target growth, competing with mass discounters and mass merchants would not commensurate with the image that they were trying to build. Once the market share is captured, wallet share would happen automatically.
Staples.com should expand into the SOHO services market because for small businesses it is time and cost effective to find all services from one source. To offer services like intranet, telecommunications, take care of payroll and other accounting services, it would be better for Staples.com to tie up with external service providers. Creating services would require more manpower and there is the possibility that their focus might shift from their primary goal. They can oversee the services to ensure quality and professionalism is maintained.
Staples.com should not compete with mass discounters and merchants. This adversely affects the image of the company. They should aim at capturing the market share which would help them to meet their growth targets. If they start offering discounts to match competition, they might have to compromise on services. Besides, the
