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Sears : The Nation 's Biggest Retailer Essay

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Sears became the nation’s biggest retailer because they were an all-purpose store. Sears was known as the store that had a wide variety of items from clothes to appliances. Rather than going to Macy’s for clothes then Best Buy for a dishwasher and Home Depot for a set of tools, I could just go to Sears and get everything done at one store. All of the premier brands wanted to have their products in Sears, and vice versa. When you combine the variety of items, and competitive pricing it is easy to see how Sears became the conglomerate it was at its peak. 1. According to those same principles, how did Sears lose its once-commanding market position? The reason Sears lost their once commanding market position is because they didn’t approach their targeting and positioning in the right manner. With a store like Sears that has a wide range of items it can be difficult to figure out where things like marketing and advertising should focus. This in turn also creates problems revolving how they should conduct online operations, instore vs online, pricing and how the store is organized. Sears was caught in an identity crisis, they wanted to be known as the store with affordable products, but also wanted to be known as the upscale high end store, which played a part in Sears losing their commanding market position. 2. What is the relationship between the current Sears corporate strategy and its marketing struggles? There is a clear correlation between Sears’ current corporate strategy

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