MKT 605 Chapter 16 Video Exercise: Blu Dot

To help ensure the profitability of its product lines, Blu Dot actively works to __________ and __________.

a. Decrease variable and fixed costs ... establish competitive prices that provide desired margins.

In the context of a SWOT analysis for Blu Dot, a growing population segment of do-it-yourselfers who can easily assemble affordable, high- quality furniture would be a(n) ______, and having competitors that imitate Blu Dot's product design principles would be a _______.

b. opportunity ... threat.

Blu Dot was founded to fill a void in the United States furniture market — high-quality, well-crafted furniture that is affordable. To simultaneously achieve the goals of affordability and high quality, Blu Dot relies on several key operating principles. Each Blu Dot product is expected to: rely on a smart design composed of two components, be super simple to make, use straight forward materials, use straightforward manufacturing processes, pack flat, ship efficiently, be easy and intuitive to put together, and be attractive and interesting. These facts suggest that Blu Dot has decided to pursue which one of the following strategies?

c. According to Porter's Strategies, Blu Dot is pursuing a differentiation strategy.

Blu Dot would likely use all of the following indicators of marketing success except:

c. Sales volume.

In the context of a SWOT analysis for Blu Dot, the precise design expectations for each product would be a(n) _______, and the required assembly of products by the end users would be a ______.

d. strength ... weakness.