Case one: Bed Bath & Beyond's Plan for Growth

1. Explain how Bed Bath & Beyond practices the retailing concept.

Bed Bath and Beyond practices the retailing concept by being value-driven and goal oriented. By maintaining annual sales of 6 billion (not to mention the 15 years of consecutive profit), BB&B has clearly met the customer's standards by offering convenient and multiple store locations, excellent store atmosphere, and an assortment of indispensable merchandise. BB&B also practices the retailing concept by giving their customer a total retail experience. When a customer ventures into a BB&B store, they aren't just looking to purchase a product, they are seeking a pleasant shopping experience. For those who have never shopped at a BB&B (hard to believe since they have become such an enormous and highly regarded franchise), one can tell why customers have chosen to become such long-term investors with the company. Bed Bath & Beyond stores are generally located off all major highways or large plazas with well-proportioned parking lots and easy access to the main doors. Inside Bed Bath & Beyond franchises, the store is regularly staffed with a large quantity of friendly and ?well-kept' sales associates who are willing to approach and help the customer in finding their particular needs. Also, BB&B offers good value to their customers by keeping them informed in regards to special store promotions whether by mailing list or basic in store flyers.

The retailing concept is comprised of customer orientation, coordinated effort, value-driven, and goal orientation.

Arguments for Bed Bath & Beyond's (BB&B's) practicing the retailing concept can be based on:

• An analyst stating that BB&B is "the most powerful specialty home décor merchant in the country.

• BB&B's delivering 15 consecutive years of record profits.

• Its excellent atmosphere, wide assortments and deep variety.

• Its superior customer service.

• Its ability to successfully operate a number of different location types.

2. Evaluate Bed Bath & Beyond's growth plans.

Bed Bath & Beyond's growth plan is highly effective. Over the past decade, BB&B has opened hundreds of stores in a variety of locations. By annually securing greater sales, BB&B are able to open more stores nationwide allowing their customers greater access and more convenience in the travels. Also, another great advantage BB&B has over their competition is the fact that they are now being allowed in large shopping centers across the US. This opens up extra business for BB&B which allows them reach new markets which in turn could enhance their profit margins. BB&B diverse product line allows them to expand in a variety of areas most notably larger shopping centers. The acquisition of the Christmas Tree Shops gives BB&B a niche in the interior décor industry, a diversified product line and an extra source of income in case their primary business ventures experience economic down times.

3. How can Bed Bath & Beyond increase the overall quality of its customer service?

Bed Bath & Beyond can increase its overall quality of customer service by:

• Developing and implementing customer service training programs

• Increasing