L.L. Bean Case

1019 Words5 Pages
L L Bean: Corporate Strategy L.L. Bean: Past Success For many years, L.L. Bean has proven itself as an increasingly successful company relative to its core competitors within its outdoor clothing and recreation equipment industry. The success has driven the company to its current position as the “largest mail order company in the specialty outdoor business.” Leon Leonwood Bean drove his company towards success and maintained this status through innovation and his progressive attitude within his community. Throughout its history, various critical factors have contributed to the success of L.L. Bean. Leon Leonwood Bean created a strong corporate foundation which has been strategically expanded since his passing. Presently, the company has achieved strong brand equity with an identifiable and relatable heritage that helps retain and maintain existing and prospective customers. Success can be attributed to the company’s core value, which is to treat each customer with respect. For this reason, the company has strived to maintain excellent customer service (i.e. fast and accurate), competitive prices and delivery time. These values have resulted in high customer loyalty and satisfaction, high employee morale, and an overall positive reputation as a provider of high quality products. External or environmental factors have created great opportunities for the company, many of which were projected by and capitalized on through LL Bean’s management team. For example, customer demographic and psychographic (e.g. more women in the workforce and rising age of population) have become major contributing factors to the success of mail-order sales (i.e. L.L. Bean’s primary distribution channel). Just as LL Bean treats its customers “as human beings,” the company also values its employees and generates high morale through various strategies. For example, the working
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