CSUF MKTG 351 - Week 2 CPI Case Study (2 pages)

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Week 2 CPI Case Study



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Week 2 CPI Case Study

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Pages:
2
School:
California State University, Fullerton
Course:
Mktg 351 - Principles of Marketing

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1 What were the concerns about the direction of CPI The three main concerns with the direction of CPI included the need for improving the customer in store experience as noted by the CEO at the time Second was the long wait times for photo session to take place Third was the delay in the customer receiving their photos from a central printing location 2 Why did CPI fail to read and respond to the changing environment in which it conducted business CPI was stuck in their old ways of doing business and did not look to the future They did not recognize the changing environment of the industry They had a large existing customer base and instead of evolving and making changes that were needed CPI opted to try and expand its customer base to keep them in business Potentially due to the concerns listed above those new customers may not have returned a second time and rumors may have spread about issues with the business model and that may have hurt them further They did not invest in new technology and processes and how the digital world would change their business They could have made changes in the printing process and had the photos to customers in an hour or less Whereas the photos were printed in one location in the country and the customers had to then return to the store to pick them up 3 As technological trends and consumer behaviors and attitudes changed why did CPI hold on to its own success model They held on to its business model even through trend and consumer changes because it had worked for them for over 60 years They old saying If it isn t broke don t fix it was probably the way of thinking Even the CEO at the time pushed for changes after he himself witnessed issues with the studios The plea to the Board of Directors though fell on deaf ears as they opted to expand its customer base The Board believed with the strengths the company enjoyed and the long history in the business they could stay the course and continue to be a sought after business 4 As



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