This document provides an organizational overview of Build-A-Bear Workshop including its history, products, locations, marketing strategies, objectives, and target demographics. Build-A-Bear Workshop operates over 400 stores worldwide and offers a variety of stuffed animals, clothing, and accessories. Their marketing focuses on reaching families with children aged 1 to 14 through advertising, promotions, and social media. A new product, Granny Bear, aims to expand their target market to include grandparents and religious organizations.

2. ORGANIZATIONAL
BACKGROUND
 30 DIFFERENT ANIMALS
 THEME ANIMALS
 SPECIAL OCCASION
 SILLY ANIMALS
 VALENTINE’S DAY/WEDDING
 CLOTHING FOR BEARS
 FIND-A-BEAR I.D.
SERVICE
 CUSTOMER SERVICE
GUARANTEE
 90 DAY RETURN OPTION
 BEAR HOSPITAL FOR REPAIR
 BUILD-A-PARTY FOR
BIRTHDAY, FAMILY REUNION,
SCHOOL GROUP AND SCOUT
TROOP MEETING
SIZE
 400 STORES WORLDWIDE
 LOCATIONS: U.S.A, PUERTO
RICO, CANADA, UNITED
KINGDOM, AND IRELAND
 71 FRANCHISES
 1800 EMPLOYEES
 CORPORATE OFFICE-ST.
LOUIS, MISSOURI

3. HISTORICAL INFORMATION
Maxine Clark-Founder
1997-Year Founded
First Animal Toy Priced $10.00-$25.00
Clothing For Animal $3.00-$10.00
$377,000 Sales in 1997

4. MESSAGE
• ADVERTISING FOR THE NEW PRODUCT “GRANNY BEAR”
• INCLUDES REGULAR ADVERTISING WITH AN ADDED FOCUS ON RELIGIOUS
CHANNELS ON THE TELEVISION AND RADIO STATIONS AND ON THE NATIONAL
GRANDPARENTS DAY IN NOVEMBER.
• BUILD-A-BEAR WILL BE REVISITING SOME OF THESE MARKETING OUTLETS TO
REACH THE OLDER TARGET MARKET.
• A CUSTOMER CAN NOW FOLLOW BUILD-A-BEAR WORKSHOP® ON FACEBOOK,
YOUTUBE, AND TWITTER.

5. BUDGET
•ANNUAL REPORT INCLUDES BUDGETING FOR NEW
MARKETING IDEAS
•ANNUAL SALES 378 MILLION
•COST OF GOODS 198 MILLION
•NUMBER OF STORES 324
•RETAIL GROSS STORE 177 MILLION
•NORTH AMERICA AVERAGE RETAIL PER STORE
1.1 MILLION
•ALL LOCAL STORES NEED MINIMUM TRAINING ON NEW ITEMS
AS THE MAIN PRODUCT REMAINS THE SAME

6. STAKEHOLDERS
CUSTOMERS
CUSTOMERS ARE THE MOST
IMPORTANT STAKEHOLDERS
BECAUSE THEY BRING THE SALES.
EMPLOYEES
EMPLOYEES ARE A VALUABLE ASSET TO
THE COMPANY AND KEY TO PROVIDING
CUSTOMERS WITH EXCELLENT
CUSTOMER SERVICE EXPERIENCE.
INVESTORS
INVESTORS ARE IMPORTANT TO A
COMPANY BECAUSE THEY HELP
FINANCE THE ORGANIZATION

7. COMMUNICATION METHODS
ADVERTISING DIRECT RESPONSE INTERNET-BASED COMMUNICATION
SALES PROMOTION

8. COMPETITIVE ANALYSIS
Strengths
Over 400 stores locate across the USA and other countries.
Online ordering opportunity.
Offer gift cards, clothing accessories, and other items to reduce its dependence
on teddy bears alone.
Createdmany sub-brands.
More than building a bear, the individual, is building memories.
Customers loyalty
Weaknesses
Constant having to create differentideas to keep up with consumers
preferences.
Prices are more expensive than some of its competitor’s products.
Competitive market.
Opportunities More stores in malls.
Expanding International.
Increase online choices.
Threats Walmart, Toys R Us, Target,
Vermont Teddy Bear Co.

9. OBJECTIVES
• ADDING A NEW BEAR CALLED “GRANNY BEAR” TO THE BUILD-A-BEAR PRODUCT LINE.
• CONTINUED MARKETING ORIGINAL STUFFED ANIMALS WITH ITS FOCUS ON THE COMPANY REVENUE FROM OLD AND NEW
CUSTOMERS WITH THE IMPROVED AND REVISED MARKETING STRATEGIES.
• BUILD-A-BEAR WILL OFFER TRAINING TO EMPLOYEES TO HELP WITH TRANSITIONING INTO NEW MARKETS WITH BOTH A DIFFERENT
DESIGNED FRANCHISING MODEL AND EXPANDING INTERNATIONALLY.
• THE COMPANY WILL FOCUS ON BY IMPROVING AND EXTENDING THEIR EFFORTS TO DEVELOP HIGHER IMPACT PRODUCT THAT
APPEALS TO TEENAGERS AND YOUNGER ADULTS.
• ENHANCING THE BRAND APPEAL WITH OLDER CHILDREN AND GROWING STORE SALES USING SOCIAL MEDIA TO HELP BRING
AWARENESS TO THE BUILD-A-BEAR WEBSITE, BUILDABEARVILLE.COM WEBSITE.
• INCREASING STORE SALES BY HIGHLIGHT THE BENEFIT AND INCENTIVE FOR BECOMING A LOYALTY CLUB MEMBER THAT WILL ALSO
OFFER DISCOUNTS AND COUPONS FOR THE VALUABLE CUSTOMER.

10. TARGET
◄DEMOGRAPHICS
80% OF THE TARGET MARKET IS BETWEEN THE AGES OF 1 AND 14 YEARS OLD. THE OTHER 20% IS MADE OF ORGANIZATIONS, SUCH AS
SCOUT GROUPS OR CHURCH GROUPS, GRAND PARENTS, AUNTS, UNCLES.
◄PSYCHOGRAPHICS
INFORMATION FOR PSYCHOGRAPHICS IS BASED ON VALUES, OPINIONS, PERSONALITIES, AND LIFESTYLE AROUND THE PRODUCT OR
ORGANIZATION.
◄BEHAVIORS
THE NEW “GRANNY BEAR” BY INTRODUCING AN OLDER GENERATION AND CHURCH ORGANIZATIONS TO THE BUILD-A-BEAR
EXPERIENCE WILL ALSO OPEN THE IDEA TO MORE CHURCH ORGANIZATIONS SETTING UP EVENTS THROUGH THEIR LOCAL STORE.
◄GEOGRAPHIC CONSIDERATIONS
BUILD-A-BEAR WORKSHOP® IS PRIMARILY IN THE NORTH AMERICA CONTINENT.
AS OF DECEMBER 30, 2006, BUILD-A-BEAR WORKSHOP® OPERATED 271 COMPANY-OWNED RETAIL STORES IN THE UNITED STATES,
CANADA, THE UNITED KINGDOM, AND IRELAND. OF THOSE STORES, 232 ARE BUILD-A-BEAR WORKSHOP® STORES LOCATED IN THE
UNITED STATES AND CANADA AND 38 ARE LOCATED IN THE UNITED KINGDOM AND IRELAND” (HOTSTOCKED, 2016).

11. REFERENCES:
http://blog.hubspot.com/marketing/content-marketing-plan
http://www.businessinsider.com/advertising
Build-A-Bear Workshop®. (2016). Financial Reports. 2014 Annual Report.
Retrieved from:
http://phx.corporate-ir.net/phoenix.zhtml?c=182478&p=irol-reportsannual
http://marketingland.com/library/mobile-marketing-news
http://www.marketingteacher.com/sales-promotion/
http://www.socialmediaexaminer.com/podcasting-with-michael-wolf/
http://successwise.com/what-is-direct-response-marketing
http://www.webopedia.com/DidYouKnow/Internet/internet_communications.asp
http://www.wordstream.com/social-media-marketing