Part 1 :

In one printed page MAX answer the first four questions 18-18 thru 18-21 following the L.L.Bean case that was handed out in class and emailed. In answering the first two questions, you should show awareness of key competitors and how they impact L.L.Bean. Divide each answer into two parts that you clearly identify;

1. what you learned from research and 2. what YOU THINK (based on all you have learned doing this assignment) about what the question is asking. Though relatively short answers I will expect them to reflect a lot of DEEP research and editing, re-editing and curating of the information you gather in order to create sharp, accurate, clear, to the point, and powerful answers.
This same approach to answering will apply to part two of this assignment which is also four questions and also one page printed MAX.

Part 2:

1. What happens to L.L.Bean when their hunting boots go out of style with college students (if they haven't already)? How should they prepare for this inevitable event?

2. Describe the essence of the L.L.Bean brand. After describing what it is, think about and explain what it could be, that is unless you believe it is all it could be right now and if so explain why.

3. Is their customer service really that much better than their key competitors, or is it just reputation and perception? Does it matter which it is?

4. If you were in charge of L.L.Bean, list in order of importance three things you would do to either better define the brand, OR to dramatically grow sales AND profit ( conceivably you could come up with suggestions that do both). Hint: you all always say "grow internationally" because it seems easy...it is not easy and it is probably not a good answer here, unless you provide very strong, very specific and very convincing information and thoughts that are well beyond the same old, same old.