Reference no: EM133098031

Assume you are the recently appointed CEO of a small retail business specializing in upscale children's clothing, Togs for Toddlers (No relation to any real, former, or future organization). The business has been operating three stores in a medium-sized city in Arizona. The stores were known to provide excellent customer service with a stable sales staff who often knew customers for years selling first to new parents (primarily mothers) then continuing as families grew and finally to grandparents. For the past several years, although the population of the city has grown, sales have remained flat. Because the sales force is so familiar with the customer base, they have been investigating and found that even established customers have been using the Internet to shop for clothing although many have reported dissatisfaction with the quality of goods. When the former CEO announced her retirement, the owner decided to bring an executive with experience in Internet marketing to launch an online presence. Although primarily intended to attract new customers, the online operation is also intended to foster closer relationships between the stores and existing customers.

-How will you embrace the changes in the market as discussed in Chapter 1? From exclusive to inclusive, from vertical to horizontal, and from individual to social.

-How will the demographic of your customer base affect your efforts to improve customer service?

-How can your stores transition from the 4 P's to the 4 C's?