Sears Executive Summary

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Executive Summary Sears is part of the department store subsector of the retail industry, which has had decreasing sales in the past years. The goal of this marketing plan is to increase the sales, and gain market share amongst its competitors, such as Macy’s, Kohl’s, J.C Penney, and Nordstrom’s. Focus in the areas of online sales, teen sales, loyalty program memberships, legacy brand sales, and layaway service participation will help reach these goals. Increasing operational performance, decreasing employee turnover rates, attracting and keeping merchants, modernizing the retail stores, and making the customer experience more positive are amongst the goals Sears will need to pursue to gain the customers and sales. The marketing plan focuses…show more content…
According to Levy (2015), the outlook for this industry is neutral. He goes on to say that department store sales decrease by 2.1% in 2015. Department stores that offer differentiated products and multi-channel shopping experiences are expected to gain market share in 2015 (Levy, 2015). Major Competitors In the department store sector, Sears competes directly with Macy’s Inc., Kohl’s Corp., J.C. Penney, Nordstrom, Dillard’s Inc. Belk Inc, Saks Inc., and Bon-Ton Stores (Lazich, 2015). In 2013, Sears’ market share was 21.40% in this sector (Fig. 6 Appendix). In the home services and appliance sectors, Sears competes with Home Depot and Lowes (Sears Holdings Corp., Form 10-K, 2015). In 2014, Sears held a 27.50% market share in appliance sales (Fig. 7 Appendix; Lazich, 2015). Finally, in the online sales sector, Sears.com, through its marketing channel model, is attempting to compete directly with Amazon (Levy,…show more content…
Sears has had weak operational performance and has seen a high turnover rate among executives. Offerings Sears offers proprietary, legacy brands and is one of the few major department stores offering layaway services. Sears has difficulty attracting and keeping quality merchants. Marketing Sears has developed an integrated online and in store shopping program which incorporates its Shop Your Way loyalty program. Sears has old stores which are in need of update to make them more appealing. Technology Sears has been investing heavily in its online, mobile, and social media platforms. Sears outsources much of its IT development and services to overseas vendors. OPPORTUNITIES THREATS External
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