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Office Depot E-Business (Abridged)

Venkataraman, S. ; Bodily, Samuel E. ; Cross, Tom ; Chatterjee, Sayan

Reference: DARDEN-BP-0524-E
Number of pages: 11
Publication Date: Jan 21, 2009
Source: Darden University of Virginia (USA)
Type of Document: Case
Industry Setting: Technology

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Description

This case is an excellent illustration of offline/online integration. Office Depot used its supply chain, systems integration, and existing offline channel strengths to overcome competitive online threats from pure Internet players and other office-products-category players. Students get to consider the critical strategic options for overall strategy, pricing, product line, promotion, and business integration.

Keywords

business-to-business marketing competitive dynamics Corporate strategy Distribution channels Growth strategy Market analysis market planning Market segmentation Marketing strategy new-market entry operations strategy