Case Study Ii-4, The Cliptomania Web Store

3137 WordsMar 3, 201213 Pages
Pamela C. Bass Unit 3: Midterm Unit Kaplan University Abstract This assignment is an analysis of Case Study II-4, The Cliptomania Web Store: An E-Tailing Start-Up Survival Story. The paper discusses what the Santos, the owners of Cliptomania, did right to ensure their success and it also includes a SWOT analysis of the business (Brown, DeHayes, Hoffer, Martin, & Perkins, 2008). Case Study II-4, The Cliptomania Web Store: An E-Tailing Start-Up Survival Story Cliptomania was first established as a Yahoo! store in November of 1999 by the Santos family, Jim, Candy, and daughter Christy and later son Greg joined the company. Cliptomania has had spectacular growth in sales during a very difficult period for retailing because there was very little competition. The Santos found a market that was virtually untapped by large retailers. There were other keys to Cliptomania’s success and they are listed below (Brown, DeHayes, Hoffer, Martin, & Perkins, 2008): * Cliptomania found a niche in the jewelry market. They sell a product, a clip-on earring, which is sold in limited quantities and a small variety of styles in retail stores. * Cliptomania sells their products on the web to customers located throughout the United States, Canada, Ireland, Australia, and New Zealand. * They understand the demographic of their customer base. * They concentrate on providing a quality product at a competitive price with outstanding customer service. They have worked diligently to provide quality, honesty, and friendliness through the Cliptomania Web site * Cliptomania established web presence since its inception as a Yahoo! store in November of 1999 that was run from inside their, which means they had lower start-up cost. * Cliptomania quickly earned a five- star Yahoo! rating for service because ninety- eight percent of Cliptomania’s

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