Review the video case study " Geek Squad: A New Business for a
New Environment" below. Keep this case study in mind as you
complete this assignment.
Write a 1,050-word report using United Parcel Service, UPS, as the
company for this assignment. Answer the following questions for your
Explain what the specific key environmental forces are that created
an opportunity for your company.
Identify if there have been changes in the purchasing patterns of
your organization's target market in recent years.
Conduct an environmental scan for your chosen company to
identify key trends. For each of the five environmental forces
(social, economic, technological, competitive, and regulatory),
identify trends likely to influence your company's marketing
efforts and product offering in the future.
• Explain what differentiation strategy your company should
undertake to encourage their target market to choose them
over other competitors.
• Analyze what lessons you might learn from the Geek Squad case
Include at least three references, at least one of which must come
from the University Library.
Format your paper consistent with APA guidelines.
" Geek Squad: A New Business for a New
“As long as there’s innovation there is going to be new kinds of chaos,” explains
Robert Stephens, founder of the technology support company Geek Squad. The
chaos Stephens is referring to is the difficulty we have all experienced trying to
keep up with the many changes in our environment, particularly those related to
computers, technology, software, communication, and entertainment. Generally,
consumers have found it difficult to install, operate, and use many of the
electronic products available today. “It takes time to read the manuals,” Stephens
says. “I’m going to save you at that time because I stay home on Saturday nights
and read them for you!”
The Geek Squad story begins when Stephens, a native of Chicago, passed up
an Art Institute scholarship to pursue a degree in computer science. While
Stephens was a computer science student he took a job fixing computers for a
research laboratory, and he also started consulting. He could repair televisions,
computers, and a variety of other items, although he decided to focus on
computers. His experiences as a consultant-led him to realize that most people
needed help with technology and that they saw value in a service whose
employees would show up at a specified time, be friendly, use understandable
language, and solve the problem. So, with just $200, Stephens formed Geek
Squad in 1994.