Discuss in detail the value that Build-A-Bear creates for its customers.

"Build-a-Bear" is the name of an Internet based business
enterprise that sells customized custom designed soft toys, greeting cards and other
related items. The main marketing strategy followed by this company is to let the
customer design their own products using the standard components and a IT based facility
that enables the customers to design the products easily and
quickly.

The value created by this kind of strategy is of
two main type. First is that the customer can get a product that matches his or her
requirements more closely than would have been the case with mass manufactures products
of standard design. The second benefit is the joy and satisfaction the customers derive
in the creative task of designing the product for themselves. This strategy also gives
the customer the joy and satisfaction of creating something new
themselves.

To give
additional value to its customers Build-A-Bear has introduced many Internet based
activities that enables its customers to form groups, and engage in activities centering
around their products.