Individual Case Analysis – Office Depot
A planned merger between office depot and staples was blocked by blocked by the Federal Trade Commission in 1997. During this year, office depot launched a public website, thus increasing its market presence. The main marketing channel was through its retail stores before 1997. Apart from its retail corporate customers and individual buyers, there was a marked increase in ecommerce customers. The value proposition of office depot was to ‘stay ahead of what is expected of the firm and drive value to its customer’ (Khosrow-Pour, 2006). To deliver value for a complete customer experience office ...