Marketing Currents - Business and Marketing Current Events

Bed Bath & the great Beyond: How the home-goods giant went bankrupt


A total of 10 shoppers meandered the vast and visibly sparse aisles of a Bed Bath & Beyond in Northern Virginia on a recent Sunday.

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Discussion Questions:

  1. What is bankruptcy?
  2. How do businesses go bankrupt?
  3. Does bankruptcy automatically mean that the business will close? Why or why not?
  4. According to this story, how did Bed Bath & Beyond go bankrupt?
  5. What is promotion?
  6. What type of promotion best describes the use of coupons?
  7. Why was that such an important strategy for Bed Bath & Beyond?
  8. What is the difference between e-commerce and retail?
  9. The article suggests Bed Bath & Beyond “missed the boat” on e-commerce. What does that mean and how did that impact the company?
  10. What is competition?
  11. According to this news story, what are three examples of competitors that have adversely impacted Bed Bath & Beyond?
  12. Why do you think those stores had an impact on Bed Bath & Beyond?
  13. This news story suggests Bed Bath & Beyond is in search for an identity. What does that mean?
  14. How might that provide an example of positioning?
  15. What is a marketing plan?
  16. What is a business plan?
  17. Could a successful business and/or marketing plan help to get Bed Bath & Beyond back on track or do you think the company will be shuttered forever? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.