Essay about Sears Company Analysis

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I. Executive Summary
Sears began as a small retailer but as the years have gone by, they have become the second largest retailer of the national chains. In the environmental analysis you will discover that Sears’ marketing toward women differentiated them from their competitor’s and increased their sales as well as their market share. They have had many social/cultural problems that they have had to overcome,
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Other competitors would include JC Penney, Target, and Eddie Bauer.
Sears is in a very competitive retail environment. JC Penny and Sears have been competitors for many years. They are both currently targeting the teen market to buy their jeans by gearing their advertising toward them. While both JC Penney’s and Sears are considered department stores, Wal-Mart is considered a variety store and this is what sets them apart. Wal-Mart’s marketing strategy focus’s on low prices with a low scale approach, whereas Sears markets toward quality merchandise for women, as well as other quality merchandise. One of the newest campaign slogans ”come see the softer side of Sears” is a marketing strategy that was meant to draw women and has been very successful.
According to the New York Stock Exchange (NYSE), Wal-Mart leads the market with 46 3/8 per share for it’s stock. Sears’ market share is below that at 33.95, and JC Penney’s is at a low 9.5. These prices are as of October 10, 2000. (www.nyse.com)

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Sears has faced a lot of problems in recent years. Their sales have fallen and the federal courts have gone after them,

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