Posted by & filed under Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Costco CEO Jim Sinegal on how the wholesale retailer went from concept to $1 billion in just three years.

Source: CNNMoney – video report
Date: 8/17/2009

Keys: Management, marketing, small business


Questions for discussion:

  • Summarize the small business developmental history of Costco into the firm that exists today?
  • What were some of the key problems faced by management in the early years?
  • What would you say is the key competitive advantage offered to customers that has resulted in Costco’s success?
  •  In which ways do you think Costco will be different in say, five years from today? For example, will its customer base or product offering change?

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