1. GEEK SQUAD
Geek Squad is a group that provides
services to install and operate electronic
products for consumers.
BEST BUY
Best buy is a leading consumer
electronics retailer which purchased
Geek Squad for about 3 million in 2002.
2. Marketing Management
“GEEK SQUAD”
Our groups geeks,
1) Syed Faisal Bin Syed Mahmor
2) Wan Nurul Al-A’La
3) Saw Chin Seong
4) Yeow Chun Peng
5) Feng Zhi Ling
3. Q1. What are the key environmental factors
that created opportunity for Robert Stephens
to start the Geek Squad.
Change of technology
◦ “As long as there is innovation, there is
going to be new kind of chaos”
Consumers
◦ Robert Stephens saw an opportunity to make full
use of his expertise in helping with those less
uneducated in the technology field.
Easy Market
◦ There were no competitors at the time he
formed Geek Squad in 1994.
4. Q2.What changes in the purchasing patterns of
(a) all consumers, and (b) women made the
acquisition of Geek Squad particularly important
for Best Buy?
a) (i) Consumers were beginning to see
service as a critical element of the purchase.
(ii) A decrease of return rates by 25%-35%
of their products.
b) (i) Women are becoming more interested
in personal computers and home
entertainment
(ii) They also expect personal services
during the purchase and installation after the
purchase.
5. Q3(a)Based on the case information and what
you know about consumer electronics, conduct
an environmental scan for Geek Squad to
identify key trends.
i. Generally, consumers just don’t bother
to read the manual books.
ii. Most of the consumer value
punctuality, friendliness and
explanation in simple language to
solve their problem.
iii. Consumer’s mind-set to buy new
electronic products but do not know
how to operate them.
6. Q3(b) For each of the five environmental forces
(social, economics, technological, competitive,
and regulatory) identify trends likely to influence
Geek Squad in the near future?
i. Social
Trends show that women will outspend men due to
increase in interest in electronically products.
ii. Economics
Trends show that economic situation will continue
to improve as price declines and median income in
the U.S for women is increasing.
iii. Technological
Trends show that with more new advance
technology in the market it creates more
complicated problems.
7. iv. Competitive
Trends show that competition gives more ideas
and improvements in their service to distinguish
themselves from the other competitors.
v. Regulatory
Trends show that in respect to electronic
transfer of copyrighted materials such as music
and movies and software, changes is ensured
to comply with relevant laws.
8. Q4. What promotional activities would you
recommend to encourage consumers who
use independent installers to switch to Geek
Squad?
Recommended promotional Activities
Social Networking: Twitter, Facebook, Blogs, etc
a. Engage with online consumers to determine
and respond to consumer needs in real time
b. Promote discounts and promotion to the
followers.
c. Promote and advertise in the advertisement
column.
9. Online marketing campaign: Youtube, Television
a) Hire someone to answer user questions
by using humor to attract consumers.
b) Educate the users and help humanize
and brand a company (popularity).
Charitable Marketing: Has the ability to tell an
emotional story with powerful visuals.
a) Help to change consumer’s perception
and behaviors.
b) The company will be rated more highly in
the categories of trust, endorsement,
bending and innovation.
Others: Newspaper, Magazines,Exhibitions
Radio
