Burt Bee Essay

1268 Words Nov 2nd, 2012 6 Pages
General comments on Burt’s Bee (BB) case

Burt's Bees is an American personal care products company that describes itself as an "Earth friendly, Natural Personal Care Company" making products for personal care, health, beauty, and personal hygiene. Burt's Bees originated in Maine as a candle making partnership between Roxanne Quimby and Burt Shavitz in 1984. As of 2007, they manufactured over 197 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 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. In late 2007,
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2. Globalisation, free trade, lowering cost of logistics, the rise of low-cost mfg namely China. 3. Macroeconomics: except for 1987 (global recession) and 1997 (Asian Financial Crisis), the world economy in general has been growing steadily (except for Japan since the 90’s), until of late! 4. Support from the home market! Anecdotal evidence regarding the culture of the USA suggests customers supporting home grown industries especially the “underdog”; e.g. BB, Ben & Jerry’s. 5. Perhaps the growth of e-commence? But this is very unlikely as other internal aspects of BB were far more significant.

BB’s success is its ability to “ride a rising tide” and maintain a niche / boutique market position despite the risks associated any enterprise. Growing relatively rapidly between 1997 and 2007 (~USD 7mil to 250mil) is challenging; despite increasing competition, Roxanne and her team has: 1) Kept mfg in Maine then North Carolina like B & J’s Ice Cream in Vermont; 2) Maintained its differentiation strategy; remember that a business-level strategy directs all value chain activities (tactics) e.g. marketing,

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