Managing for Quality and Performance Excellence 9th Edition by James Evans,William Lindsay

Exercise 3

You might be familiar with the electronics superstore Best Buy. Like the Macy's example in the chapter, Best Buy has segmented its customer base into fictitious people: Barry-an affluent tech enthusiast, Jill-a busy suburban mom, Buzz-a young gadget fiend, Ray-a price-conscious family guy, and Mr. Storefront-a small business owner.67 How might this segmentation help the company to better design its stores and train its employees? Suggest some things that the company might do to customize its stores and service to these customer segments.