Burt Bee's Case Solution

Burt’s Bees Case Study Report

1. Question statement…        2
2. Burt's Bees Introduction…        2
3. Burt’s Bees sales model…        3
4. Retail sales model or direct selling model?        4

1. The advantages of retail sales model
2. The advantages of direct selling model
3. The dilemma of selection

1. Introduction of competitors…        7

1. The Body Shop

1. Introduction
2. Products
3. Introduction of the “Green” Beauty
4. Customers - Value Conscious Customers

1. Bath & Body Works
2. Garden Botanika
3. Origins

1. How to grow in Retail? How to expand its product reach and close the gap between $6-$8 million and 25 million?        14

1. Why we need to enter the retail store?
2. How to enter the retail? How to increase the revenue?

1. New Brand/Product
2. Retail Cost reduction

1. one is the order point and inventory cost
2. another one is the waste of internal cost, such as transportation cost

1. Direct selling cost reduction
2. Building up the corporate image and value is vital to the success of firms.
3. How to conduct and implement branding and marketing Strategies of Burt’s Bees to go and grow into retail market.

1. Our team’s Decision.        19
2. Future of Burt’s Bee - Going with the trend  of times…        20

1. New Brand and Product Launch
2. New Market Extension
3. New Media Application                                                        Appendix…          22

1. Question statement

Roxanne Quimby had always planned on selling Bert’s Bees at some point, but she believed that no buyer would consider the company for purchase until it reached at least $25 million in sales. Quimby couldn’t decide what the best route to $25 billion was, though a presence in such a crowded market? If retail wasn’t a good move for the company, where did Burt’s Bee remained a manufacturer and direct seller, how could the company expand its product reach and close the gap between $6-$8 million and $25 million?

1. Burt's Bees Introduction

Burt’s Bees is an American personal care products company that emphasize as an “Earth friendly, Natural Personal Care Company, making products for personal care, health, beauty, and personal hygiene. Founded in Maine in the 1984, the business began when co-founder Roxanne Quimby started making candles from Burt Shavitz's leftover beeswax. Their attention to quality brought success and eventually led to the bottling and selling of honey. Eventually, the company produced other products using honey and beeswax, including edible spreads and furniture polish before moving into the personal care line. By 2007, they manufactured more than197 products for facial and body skin care, lip care, hair care, baby care, men's grooming, and outdoor remedies distributed in nearly 30,000 retail outlets including supermarkets, grocery stores and drug store chains across the United States, United Kingdom, Ireland, Canada, Hong Kong, and Taiwan from their headquarters in Durham, North Carolina. The price of products rang from $3 to $25.