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Consider this Case Mac's Stack It Deep, Sell It Cheap Devon MacGregor, known to his many friends as with our stack 'it deep, sell it cheap' philosophy. Alter "Mac," jokes about being true to his Scottish heritage considerable discussion, Donnie came to agree and that when he opened his warehouse-style store selling odd is the direction they decided to take. lots and large quantities of basic household staples. Mac and his partner, Donnie Antonio, talked for Probes many hours as they planned the new company launch. 1. If Mac and Donnie stick with this value propo- Donnie felt they would be better off setting up a more sition, how might that affect customer service? traditional retail store with attractive merchandise What are the pros and cons from the customers' displays, lighting, and a "classier" looking place. Both perspective? men had recently graduated from State University and 2. What expectations would you have as you went to were committed to building a successful retail store, shop at their store? Be specific-what would you but they needed to get agreement on the focus of their expect it to like? business. 3. How can they best stick with their value proposi- "It's all about value proposition, Donnie." Mac tion? What should they avoid? said. "If we try to be all things to all people, we'll be com 4. Is customer service in such a low-cost operation peting with all the big boys. We can't be a Walmart or a less important than it would be in a full service Target. We're little guys. We need to give people some retailer? Defend your answer. thing different, and the best way to do that is to give 5. How could Mac and Donnie best avoid customer great deals. Our customers are cost-conscious. Let's stick turnoffs? Exceed customer expectations