10 media magas sun mags news outdoor network tv spot tv syndic tv

BJ 6847 62.9 2314.9 164.1 1707.4

Sams 17386.9 4126.1 4626.2 357.4 1092.5 1554.8
24.6 24.6
92.9 38.1 54.8
Total 17504.4 4126.1 38.1 4681 382 1092.5 1554.8 0
cable tv net net radio national spt rd
137.2
3196.8 1930.6 502.5

3196.8 1930.6 502.5

 1 2 3 4 5 6 7 Total
SO1 5 4 4 5 3 4 3 28
SO2 5 4 5 5 4 4 3 30
SO3 4 4 5 5 3 4 5 30
ST1 4 3 4 4 2 3 2 22
ST2 5 4 5 4 3 4 4 29
ST3 4 2 4 3 2 4 2 21
WO1 5 3 5 5 2 4 3 27
WO2 4 2 4 3 2 3 4 22
WO3 5 4 4 4 3 4 3 27
WO4 3 5 4 3 4 3 3 25
WT1 1 2 3 1 3 1 3 14
WT2 3 3 3 5 2 5 2 23
WT3 4 4 4 3 2 4 3 24

1. Fit with mission, vision, &

objectives
2. Consistency with realities of
o ST1: Costco has a good ROA that will make sure our investments in other cou
external audit
have the resources to expend on translations for company materials and websi
3. Feasibility given firm’s
o ST3: Costco will keep costs low when translating materials, as to continue to
internal audit
customers low.
4. Ability to build upon
o WO2: Develop promotions online to display the quality goods Costco offers, w
competitive advantage
thinking Costco does not sell quality goods.
5. Shelter from environmental
o WT1: Costco does little to no formal advertising, which means they would hav
changes
o WT2: Increasing advertising in other countries will inform those customers tha
6. Potential rewards
appeal to their cultural needs.
7. Lack of risk
.

The above strategies were rejected because they are secondary strategies. Th
accepted should be implemented first, so later the rejected strategies could be
strategies are not as important for the initial long-term objectives, as the accept

Accepted TOWS:
o SO1: Costco will increase its comparable store sales from 2006 on by introdu
increasing frequency and variety of in store samples.
o SO2: With the increase of countries being able to order off the updated websi
from 2006 on.
o ST2: Costco is already very efficient at inventory turnover, that they will focus
other assets, as to compete with BJ’s, their biggest competitor.
o WO1: Costco will overcome its lack of stores in the global market by opening
o WO3: Increase advertising expenditures for online advertising for the 59 millio
States and the 16.11 million in Canada.
o WT3: Costco will have to understand all the legal restrictions of each new nat
Costco to expand into the regions they have not yet.
o WO4: Costco will divest their stores in Taiwan, due to the failing market there,
Japan more and more, due to their market stability.
o SO3: Costco will offer trial memberships through their website to increase sam
our investments in other countries grow and they can then
mpany materials and websites.
materials, as to continue to keep overall prices for the

ality goods Costco offers, which would deter customers from

hich means they would have to expend less on translations.

inform those customers that Costco is making attempts to

e secondary strategies. This means that the strategies we

ejected strategies could be put into effect. Overall, these
m objectives, as the accepted ones.

es from 2006 on by introducing a makeup counter and

.
order off the updated website, sales will increase for Costco

urnover, that they will focus more on the turnover of their

competitor.
e global market by opening new stores in India.
advertising for the 59 million Internet users in the United

estrictions of each new nation it enters, which will allow for

to the failing market there, and will begin to move into

heir website to increase same store sales and website visits.