Sears Marketing Plan

5417 Words Mar 1st, 2013 22 Pages
SEARS Marketing Plan

Executive Summary Sears Holding Corporation is the fourth largest retailer in the United States and Canada. Its subsidiaries include Sears, Roebuck and Co. as well as K-Mart. The closing of the merger between Sears and K-Mart took place on March 24, 2005. Sears has more than 4,000 retail stores across the United States, Canada, Puerto Rico, and Guam. Sears offers products and services through over 2,700 branded and affiliated stores. Sears operates 894 broad-line stores and 1,354 specialty stores. Sears’ broad-line stores are mall-based locations. The specialty stores include Sears Hometown Stores that are mostly independently owned, Sears Home Appliance Showrooms, Sears Hardware Stores, Sears Auto Centers,
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The boards of directors include Edward S. Lampert, Louis J. D’Ambrosio, William C. Kunkler III, Steven T. Mnuchin, Ann, N. Reese, Emily Scott, and Thomas J. Tisch (About, n.d.).
Sears continues to showcase its top Brands including Craftsman, DieHard, and Kenmore. The Company also continues to market its fashion lines of products under the Brands of Lands’ End, Joe boxer, and Jaclyn Smith. Sears has also introduced the Kardashian Denim collection. With this new line of clothing Sears hopes to increase sales to teens and young adults. Sears will also offer deals to include markdowns and rebates throughout the year to promote many of its retail lines and market to the thrifty shopper.
The retailer will continue to see aggressive competition from Target, Wal-Mart, JCPenney, Kohl’s, Macy’s, Home Depot and Lowes. These companies are some of the national retailers that Sears will have to contend with in order to survive. According to Sears Holding 2011, annual 10K Report with the Securities and Exchange Commission, Home Depot and Lowes are the company’s most fierce rivals of the major appliance category in which Sears accounts for nearly “16% of its entire revenue” (p.5). This fierce market positioning battle between its competitors will be a major obstacle for Sears to overcome. Sears continues to try to move forward as the company’s efficiencies in fixed assets continued

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