How I would Improve Costco
31
2013: Challenges and Solutions Davis Bauer, Stephie DeVries, Bernard Dillard, Adam Lawrence, and Matthew Meyers
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This was a presentation I did for my first year in the Eller College of Management and myself, along with a team of three other colleagues underwent a thorough marketing analysis of Costco Wholesale Corporation. We focused on a marketing and advertising strategy that comprised facets of community branding, cause-marketing, and green marketing.
Transcript of How I would Improve Costco
2013: Challenges and SolutionsDavis Bauer, Stephie DeVries, Bernard Dillard, Adam Lawrence, and Matthew Meyers
ForecastAdam
Company Objectives, Industry Overview
StephieCurrent Conditions
BernardCompetition Analysis
MatthewChallenges and Solutions
DavisFinal Recommendation and Conclusion
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Our GoalWhy do we exist?
What do we do?
How do we do it?
Industry Overview
Our Demographic:
Individuals
Families
Small Businesses
Warehouse Club and Supercenters
Current Challenges
1) Company branding in the
community
2) Unclear advertising strategy
3) Unknown sustainability programs
Current Conditions
Buzz Marketing
Current Conditions
Lacking green initiatives and sustainability programs
Current Conditions Community pushback
Conditions Have Created…
1) Company branding in the
community
2) Unclear advertising strategy
3) Unknown sustainability programs
Preliminary Steps…CEO is addressing internal areas of CSR
Competition
How is our competition addressing these challenges?
Target
Red Card Help for schools
2nd largest onsite power generator in the U.S.
Walmart
Sam’s ClubGoodWorks Community Involvement
Media Advertising
Craig Jelinek
Already building reputational benefits for Costco
Challenges Solutions1) Company branding in
the community
2) Unclear advertising strategy
3) Unknown sustainability programs
Adopt a Highway
Habitat for Humanity
One Can A Week
Challenge: Company Branding in the Community
Solution: Habitat for Humanity
World-wide
Mission: “A world where everyone has a decent place to live” (Habitat for Humanity)
600,000 Houses Built/Repaired
Habitat For HumanityFights Poverty
Direct assistance to community
Helps Environment Green Standards
Helps Image Customers like responsible behavior
Challenge: Unclear Marketing Strategy
Solution: Adopt a Highway
Newspaper Cable TV Radio ADOPT A HIGHWAY
0
5
10
15
20
25
30
Only 20 CENTS.
$27.50 $25.50 $7.50
(Cost per 1000 views)
Low Maintenance and Cost
Cleaner Community
High Brand Visibility
Challenge: Unknown Sustainability Programs
Solution: One Can a Week
Local neighborhood donation program.
Rincon Market
Store ExperimentFood Donated to the Community Food Bank of
Tucson (2012) was over 9,472 lbs.
How it works: Customers drop spare change in a collection jar at
the register. That change is rolled and counted each week-
average at Rincon was $90-$210. Food is purchased from the grocery section of Rincon
Market and donated to the Community Food Bank.
What it looks like…
Timeline:
If Costco got involved:1) Improved Community Image
2) Higher Brand Recognition
3) Social Support and New Revenue
1) Company branding in the community
2) Unclear advertising strategy
3) Unknown sustainability programs
Thank you for your attention!
Appendix 1. 2013: Challen
ges and Solutions
2. Forecast
3. Slide 3
4. Our Goal
5. Industry Overview
6. Current Challenges
7. Current Conditions
8. Current Conditions
9. Current Conditions
10. Conditions Have Created…
11. Slide 11
12. Competition
13. Target
14. Slide 14
15. Sam’s Club
16. Media Advertising
17. Craig Jelinek
18. Challenges Solutions
Appendix 19. Challenge: Company Br
anding in the Community Solution: H...
20. Habitat For Humanity
21. Challenge: Unclear Marketing Strategy Solution: Adopt a ...
22. Slide 22
23. Challenge: Unknown Sustainability Programs Solution: One...
24. Rincon Market
25. Store Experiment
26. Slide 26
27. Slide 27
(28) Businesses Utilizing Adopt a Highway
29. Timeline:
