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Sears Product Market Analysis Rohan Shah John Snyder Lani Wijaya.

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Presentation on theme: "Sears Product Market Analysis Rohan Shah John Snyder Lani Wijaya."— Presentation transcript:

1 Sears Product Market Analysis Rohan Shah John Snyder Lani Wijaya

2 Retailing Industry ► Two Product Segments: ► Soft lines (clothing, apparel, other fabrics) ► Hard lines (Appliances, electronics, furniture, home-decoration) ► Sears ► Hard line accounts 69% of the total revenue. ► Soft line

3 Sears Major Goods Categories ► Appliance ► Apparel ► Home-improvement

4 Appliances

5 Appliances Sears Home Depot Lowe ’ s ► Target Market: Mid-High Income ► Brand Recognition: Kenmore ► High Quality & Dependability ► Mall Based Stores ► Applied Strategy ► Target Market: Commercial and Professional ► Most Major Brands ► Great Customer Service ► Stand-alone Stores ► Applied Strategy ► Target Market: Traditional American Household ► Mid-High End Brands ► Low Price Retailer with upscale feel ► Stand-alone Stores ► Applied Strategy

6 Appliances ► Brand recognition ► Fierce competition  Need to match price  Broaden selection ► Location- Perceived Inferior ► Misconception: Only carry Kenmore ► Product Life Cycle-Mature Market for Sears

7 Apparel SearsWal-Mart JC Penney Kohl ’ s ► Target Market: Low-Mid Income ► Brands: Perceived Low Quality. ► Image: A Hardware Store ► Location: Disadvantage ► Target Market: Low to Middle Income ► Brands: Acceptable quality for the price ► Image: Low Price Leader ► Location: Advantage ► Target Market: Female shopper- Low to Mid Income ► Brands: Mid Value Priced ► Image: Conservative Semi- Fashionable ► Location: Disadvantage ► Target Market: Generation X & Y ► Brands: Fashionable Career-Wear ► Image: Good Product at Low Price ► Location: Advantage

8 Apparel ► Fussy Target Market ► Deemed as low quality clothing provider ► Customer perception as “ hardware and appliance stores ” ► Lands ’ End ► More confusion in target market ► Compete with discounted retailer (Wal-Mart) ► Location disadvantage ► Product Life Cycle-Growth Stage for Sears

9 Home-Improvement Great Indoors Home Depot Expo Lowe ’ s ► Target Market: Female Shopper. Income Range $50K ► Product Positioning: Offer Hard and Soft Goods ► Image: Ineffective. No name recognition. ► Target Market: Incomes greater than $50K ► Product Positioning: Moving to Lower Priced Products. Adding new product categories ► Image: Traditional Higher Quality and Higher Priced ► Target Market: Mostly Female. ► Product Positioning: Upscale. Increased Selection and Web-base sales ► Image: Upscale Product at Acceptable Price

10 Home-Improvement ► Targeting females with an income range of $50,000. ► Lowe ’ s has better name recognition. ► Fewer Stores vs. Home Depot and Lowe ’ s ► Ineffective Sales and Promotion. ► Product Life Cycle-Growth Stage for Sears


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