Staples Inc.
Staples Inc. is considered to be the country’s largest retailer of office supplies. The company offers a
wide selection of products at reasonable prices. Staples Inc. was founded in 1985 by Leo Kahn and
Thomas G. Stemberg. The first store was opened in Boston and “rapidly expanded to areas in the
Northeast by the early 2000’s. There was about 1,300 Staples outlets located both in major
metropolitan areas and smaller markets in 45 states, the District of Columbia, and 10 Canadian
provinces.” (Funding Universe, 2008). Staples Inc. currently employs over 57,000 employees, and in
2002 grossed as much as $11.6 billion in revenues. The company’s vision is “supported by core values:
C.A.R.E. Customers-value every customer, Associates-support them as valuable resources, Real
Communications-share information with people when they need it, and Execution-achieve business
goals.” (Funding Universe, 2008). In the past founders Kahn and Stemberg competed against each other
in the grocery (food) business, and later joined forces creating one of the most successful companies in
the country. Staples marketing, strategy was very unique. To gain sales Staples marketing team decided
to send out 35 gift certificates to small business office managers in the area , who would be
questioned on their reactions to the store when they came in to make their purchases. This marketing
plan didn’t go as expected out of the 35 only nine were redeemed. From this Kahn and
Stemberg discovered that they had a huge marketing task before them. When that didn’t work another
plan (marketing strategy) was taken into effect. This plan was basically to differentiate the company
from its competitors. $1 million was invested into “several linked mini computers and a staff of three
computer programmers began amassing a database of small businesses.” (Funding Universe,
2008).Staples used telemarketing to identify their customers to come into the...