Name: Aarifa Aamir

Class: BS.COM (III)

Course: Marketing Management

Summaries of Case Studies

Leon Leonwood (L.L.) Bean

The company L.L.Bean was founded by Leon Leonwood (L.L.) Bean which was based on a
whimsical idea when Bean returned from a hunting trip in 1911 his shoes and feet were cold and
damp which generated the idea in his mind to stitch leather uppers to workmen’s rubber boots to
create a comfortable and functional boot. After that, he sent a flier which stated the benefits of
his new Maine Hunting Shoe to a list of hunters. But his new product didn’t do well in the
beginning, customers even returned the purchased items as there were some issues with shoes.
Bean immediately took notice of the problem and refunded the purchase price of the shoe which
made his company gain trust of the customers. The company is worth $1.5 billion now and has
expanded globally with stores in Japan and China. Since, customer satisfaction is company’s first
priority it has launched features like, click to call, reviews and ratings, online chat and email with
customer service on its website to make it easy for its customers to connect and make purchase.

Walmart:
The world famous Walmart may have entered into the digital world much later than many of its
competitors but the company caught up pretty fast when it decided to make its digital strategy a
priority. Walmart combined mobile, online, and physical stores, acquired social-media start-up
which has expertise in search and analytics, established Walmart Labs group for company
innovations such as smart-phone payment technology, mobile shopping applications etc., and
adopted “ship from store” and “same day shipping” practices. It also improved the search engine
on its website, launched Shopycat gift recommendation app, Scan and Go app, added an in-aisle
mobile-scanning system to speed check-out and “store mode” feature in its app which
automatically gets activated when the customer is near the store to make the shopping experience
easier for the user.