Identifying customers and meeting their needs
An Argos case study

Page 1: Introduction

Marketing is about making sure that a business is providing the goods and services that customers want. It involves identifying and anticipating what consumers want today and will want in the future. The marketing department then plays an important role in taking these goods and services to market through all the channels the business sells through. This case study focuses on the way in which...
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Page 2: Mission statement

All organisations need to have a sense of direction or purpose. This is usually set out in one or a few short sentences known as the mission statement. Argos' mission statement is: ' Argos publishes two catalogues a year, the spring/summer edition in January and the autumn/winter catalogue in July.' This statement clearly sets out the main areas which differentiate Argos from its rivals...
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Page 3: Customers and segmentation

Within markets, not all groups of customers are the same - they do not have the same taste, and incomes or want the same things. It is helpful to think of a market as an orange. When you look at the orange from the outside you see a shiny orange skin that all looks the same. However, when you peel off the skin you find that it is made up of a number of segments, each of which exists within the...
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Page 4: Strategy

A strategy is a general plan which an organisation puts into practice to achieve particular end purposes (also known as objectives). There are all sorts of general strategies that a company might employ such as expanding into new countries or new markets. Argos' strategy today is one of growth. Growth can be achieved in a number of ways such as opening new stores, increasing the product...
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Page 5: Harnessing technology to meet customer needs

Many consumers today are cash-rich but time-poor. Fortunately most people (particularly the young) have high levels of competence when it comes to using modern technologies such as mobile phones and computers. Argos therefore uses a variety of modern channels to communicate with customers and to provide them with avenues for enquiring about availability of stock, and for making...
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Page 6: Conclusion

Argos' unique shopping experience is popular and successful because it is focused around meeting customer needs. Argos has gained competitive advantage over rivals by differentiating itself on the basis of providing the best value for money for customers through the most convenient shopping experience. The market has been carefully segmented according to the way in which customers use the stores...
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Related: Argos
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