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Llbean Case

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Submitted By riannequ
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L.L.Bean is a privately owned company founded by Leon Leonwood Bean, which specialize in outdoor clothing and equipment based in Freeport, Maine, United States. The company is famous for marketing its products by mail order at the beginning of its business. More importantly, L.L.Bean held the essence of superior product quality, friendly personal service and legacy of true passion for outdoor, rugged individualism to make the company standout in the industry as a leading brand. At the beginning of this corporation, L.L created the very first boots called “Maine hunting boots”. He had brochure about his product and the mailing list of the license holders to sell his products. By experimenting the products by himself over and over, he believed that the customers would love them as well. He also provided the superior customer service of diagnosing problem, returning money and explaining reasons to the buyer when he heard there were defects about his products. After 50 years of practicing catalog methods of production, the quality of products and customer service was gradually going problematic. The transitions that L.L.Bean made was increase more advertisement to promote and offer freer catalogs to consumers to get the company back on track. After all this effort, the retail store in Freeport had expanded and the operation facilities were improved, too. However, no matter how L.L.Bean evolve with the market and industry change, it always kept the goal of maintaining that outdoor passion and friendly environment where consumers could enjoy unpressured shopping experience. As the business growing bigger and bigger, L.L.Bean faced the situation of going more professional. By “go outside for help”, L.L.Bean employed their marketing director William T. End to help expand the business. It is a very wise decision to invest in the area of marketing. In order to

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