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The corporate mission of Best Buy is to make the life of the consumer easier through technology. It also focuses on educating the customers about the ways they can progress into the future using the products offered by Best Buy.
When looking for a customer, best Buy is in search for people who are willing to buy and spend money before any sales or deals are going on. This increases the amount, as well as the quality of sales. The company calls these people “angels”, as they are the most wanted customers. And then there are those who are called “devils”. These customers wait for the sales, buy products, use them and then return them back and then buy them again with the applied returned merchandise price decrease (Sammons 5). This is a very tricky way to beat the system and even though the company knows all about, it cannot deny these customers, as they contribute to the overall success of the company. When considering the “angel” customers, Best Buy considers these people the great supporters of the Best Buy’s policies and credo, in promoting better life and experience in the use of technology.
The company directs its goals to providing all the customer needs in any sphere. But the problem is that it has to compete with other companies that offer many services on-line, in the ever increasing internet industry. It puts Best Buy at a disadvantage as those companies offer just as well developed interactive menus, as well as downloadable software related to movies, applications and programs.
Just as any company, Best Buy strives towards maximizing its profitability and it tries to do that in a friendly manner, without putting any pressure on the customer. By avoiding this it does not force a person to buy the merchandise, instead Best Buy educates about their products and lets the customer to make the choice. It relies on the education and the reasonable opinion of an individual to make the selection and choose what is best for them. The amount of the brands and products is very large, so that the customer has an opportunity to pick everything for their needs in one place, without wasting time on visiting numerous stores. A great advantage is the fact that the company is global and targets all the different cultures in the world. This way it makes itself representative of all the people, connecting with the consumers of different beliefs and values.
A very unique and beneficial goal of Best Buy is to recycle and reuse as much of the products as possible. This sets the company on a “nature-friendly” mission that portrays itself as a thoughtful and responsible organization.
As a potential employee, Best Buy is looking for people devoted to the field of technology and highest level of customer service. Best Buy prides itself in looking out for the consumers’ needs with the highest quality of customer service. Also it looks for people wanting to get education in the technology field, bettering their knowledge with every step. Technology is a very unique division of products that people need, as it is based on the evolution of thought and scientific advances. It requires proper attention and wants to figure out the details of the product and the needs that it could satisfy. Technology is the moving stone of the present times and so the people involved in it must be quick learners, looking to include themselves in the ever increasing pace of the technology that is such a great part of everyday lives (Pride and Ferrell 157).
There are particular sensitivities that the company has about the public perceptions and economic challenges. The public views on the company are very important, as they create a reputation for the company. Best Buy leads its philosophy based on fairness and respect. A company that respects the customer and looks forward to the customer’s needs and wants, establishes a personal relationship with that person, making the shopping experience more private and friendly. It targets families and family men and women, who want to please others through the prefect selection of products, each family member needs. With a large scope of possibilities Best Buy can satisfy any appetite, devoting itself to creating a perfect environment for people to shop. Best Buy also strives to create a reliable service, even if the customer is not sure of their wants and needs. For example, if a person just wants to browse and learn of the products for the future, Best Buy personnel values this level of involvement very much, attaching itself to the daily lives of the customer. By focusing on common goals of bettering life through technology, having an impact on the individual and their point of view, Best Buy makes itself more of a friend than a company, which without pressure offers someone to buy its products and services. A particular goal of the organization is to offer leading service with the most lenient policies. A flexible return service, as well as consumer friendly physical adjustment of the products and their functions, makes Best Buy one of the leaders in the customer service relations.
Another route that Best Buy takes, is its on-line customers. It organizes its website in an easy to access sections, with graphics that represent the products directly, making the selection quick and stress free. It uses an interactive display and graphics to include everyone in the experience. The search bar and the numerous categories of the products make the selection easy and quick. It greatly uses the online texts and animation to attract the customers. The option of having information displaced in several world languages increases the circle of consumers. Also there are many options for shopping online. One of them is the selection for the product and its purchase, with an option to pick it up at the store. This saves the browsing time at the store itself and also gives the option of not spending money for shipping and handling of the selected product, as it can be picked up at the store (Hartline and Ferrell 456).
When considering the economy and its fluctuations, Best Buy tries to closely watch the consumers’ needs and the financial situation in the country and city that it is operating in. This constant watch for the attitudes and behaviors of the consumers puts Best Buy in step within the current times. It allows for promotions and sales that in the long run will benefit both the people and the company. As previously mentioned, Best Buy creates relationships with the customer that shows itself as more than just a buy-sell experience; it invents an environment where a person feels wanted, through expression of their interest and learning curiosity.
References
Hartline, Michael, and O. Ferrell. Marketing Strategy, Ohio, United States: Thomson South-Western, 2008. Print.
Pride, William, and O. Ferrell. Marketing, 2010 Edition, Ohio, United States: South-Western Cengage Learning, 2010. Print.
Sammons, Donna. Good, Better, Best Buy, New York, United States: New Word City, 2010. Print.
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