Being the Best
As the nation's leading consumer electronics retailer, Best Buy is trying to be the best. But that's not been easy in light of the challenges it's facing in the external environment. Like many other retailers, the economic climate has forced Best Buy to carefully consider its strategic options. Best Buy was founded under the name Sound of Music in 1966 as a home- and car-stereo store by Dick Schulze (he still remains as board chair), who got tired of working for his father, who would never listen to his ideas on how to improve the family's electronics distribution business. However, while chairing a school board in the early 1980s, Schulze realized that his target customer group—15- to 18-year-old males—was declining sharply. He decided to broaden his product line and target older and more affluent customers by offering appliances and VCRs. In 1981, a tornado wiped out his entire store (but not the inventory). Schulze decided to spend his entire marketing budget on advertising a huge parking lot sale. The successful sale taught him the importance of strong advertising, wide selection, and low prices—lessons that would serve him well as he built his business. In 1983, Schulze changed the name to Best Buy and began to open larger superstores. The change in store format and the fast-rising popularity of VCRs led to rapid growth. The number of stores grew from 8 to 24 and revenues skyrocketed from $29 million to $240 million. In 1989, Schulze introduced the warehouse-like store format. By setting up stores so customers could browse where they wanted, the company was able to reduce the number of employees, a real cost saver. Larger store formats were introduced in 1994 and the company kept opening new stores. By 1997, the company realized that it had overextended itself with its expansion efforts, the super-sized stores, and costly consumer financing promotions. In response, the company went through a massive makeover, scaling back expansion plans and doing away with its "no money down, no monthly payments, no interest" program. In 1999, Best Buy went through another evolutionary change as digital electronics began to flood the market. Store formats now highlighted digital products and featured stations for computer software and DVD demonstrations. They also decided to branch out into audio and video stores by acquiring the Magnolia Hi-Fi chain of stores and The Musicland Group (Sam Goody Stores, Suncoast, On Cue, and Media Play music stores). This strategy turned out to be a mistake and Best Buy sold off the entire Musicland subsidiary in June 2003. In 2004, the company began focusing on bundling high-end electronics with service and installation, without giving up the low prices. Best Buy's former CEO, Brad Anderson, admitted this strategy was risky, stating, "Nobody has been able to do this before. If we can only figure out the puzzle." Why did they start messing with a successful formula? Because Anderson felt there was "trouble" ahead. The company's store base was maturing. Imports were flooding the market and shorter product life cycles were exerting severe price pressures on some of the company's most profitable products—digital TVs, cameras, and home entertainment systems. And then there were Wal-Mart and Costco. These mass merchants and even direct seller Dell had ramped up their consumer electronics offerings. At the time, Anderson reasoned that, "If we do nothing, Wal-Mart will surpass us by the simple fact they're adding more stores than we are each year." There-wasno way Best Buy could win by "trying to chase the customer out of Wal-Mart." However, even though Best Buy felt that it couldn't compete on merchandise, it could compete with add-on services. Best Buy's acquisition of Geek Squad, a Minneapolis start-up, was an important key to that strategy. In addition. Best Buy began to sell private-label goods. It opened an office in Shanghai in September 2003 that allowed it to source products directly. 86 STRATEGIC MANAGEMENT IN ACTION Then the company turned to a massive effort to identify and serve its most profitable shoppers (a process called "customer centricity"), an idea based on the belief that not all customers are profitable ones. Some are lucrative, whereas others cost more to sell to than their business is worth. After researching massive amounts of sales and demographics data, Best Buy identified some lucrative consumer segments and gave them the following names; Barry, the affluent tech enthusiast; Jill, a busy suburban mom; Buzz, a young gadget freak; Ray, a price-conscious family guy; Carrie, a young single woman; and others. Each store was oriented toward the segments that most reflected its customer base. Continuing its commitment to this centricity strategy.
1. Update the information on Best Buy: number of stores, revenues, profits, and employees. Are these numbers increasing or declining? Sources: Based on M. Bustillo and M. Jarzemsky, "Best B
