Bentley's Corner Barkery Case Analysis

Recently I watched a T.V. show called The Profit and recognized some similarities from the current Marketing chapter discussed in class. The current episode was about a company called Bentley’s Corner Barkery, which is committed in providing all-natural pet food and treats for their customers. The episode highlighted how Bentley’s Corner Barkery was struggling and not reaching all of their potential customer base because of its marketing structure among other poor managing and financial elements. Before Marcus Lemonis (he is the investor) the company marketing strategy was the quality of product will attract customers. Marcus Lemonis immediately ask for the company’s mission statement and help the owners identify their target customers by segmentation.

By making the interior color pastel gave a feeling of warmth and welcoming the customer to shop and browse. Making the stores atmosphere tailored towards their customers allowed the customer to spend more time in the store, therefore buying more items. And by knowing that their customers have children, gave the company vital information to create kid friendly displays. This is a key asset for the company. Making the store kid friendly not only allows customers to purchase with or without kids but also makes the children a constant advertiser of the store. For example, when a parent tells them they have to go shopping if the child had a good time in the store they will ask the parent to go back to that store. And since most of the time it is hard for parents to shop with children (speaking from my own experience) it helps when the child wants to go to the

However, because of its demographic it was losing a high customer base because of its prices. The text book Chapter 10 emphasized the importance of pricing and creating profit. The investor Marcus Lemonis showed the owners how to evaluate demand and the price sensitivity of their products. He introduce product that could be brought in with lower price points that would compete with their competitor and still crate the high-end prestige the company wish to create. Taking advantage of the income statues of the company’s customer with in their demographic. One major problem the company had was the price point of a bag of dog food was around $100 per bag that was a high price for the consumers within the area. By bring in a brand that had high quality and prestige at a price point of $20 allowed for a greater customer