The Vermont Teddy Bear Company
For the way that I viewed the Internal Scanning process for which affected the company the most; I chose the following points from the case study and I have also provided my reasoning of why as well. I have also filled in a chart from http://thatcher.cc/TIU/tiu%20stratman/ifas.htm and I also have included it. The list is as follows:
?| Confusion with the Company¡¦s tagline
?| Two different CEO¡¦s in a short time period/ different views of operation
?| Changes in retail locations
?| Changes in the competing marketplaces
As for the chart, please review it below:
The company changed their name from the ¡§Vermont Teddy Bear Company¡¨ to ¡§The Great American Bear Company.¡¨ (Wheelen, 22-4, 22-16) The confusion doubled when similar products were offered by a competitor. (Wheelen, 22-4) This caused a great decrease in the sales of the Bear-Gram.
The original intent for the name change was to increase sales and ¡§to broaden appeal and to take advantage of the national and international distribution opportunities.¡¨ (Wheelen, 22-4) The company had intitally thought the name ¡§Vermont Teddy Bear Company¡¨ wasn¡¦t as recognized out West; so therefore it would not make that much of a difference. They were wrong on this account as well; when they realized the mistake, they quickly returned to their original tagline: ¡§The Vermont Teddy Bear Company¡¨ instead of ¡§The Great American Bear Company.¡¨ (Wheelen, 22-4, 22-16)
Other Internal changes included hav ...