Sears Marketing Plan

In: Business and Management

Submitted By trontrhaasteyo
Words 5402
Pages 22
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, and The Great Indoor Stores (Community, n.d.).
Sears is the leading retailer in home appliance, tools, lawn and garden, electronics, and automotive repair and maintenance. They are also the largest home service provider and answers over 11 million service calls a year (About, n.d.). Sears’ values are built upon customer service and the company is committed to quality service and products. Sears aims to build lifetime relationships and trust with its customers. The Company prides itself on having a diverse customer base and values the customer’s individualities. As stated on the corporate website “Everything we do starts and ends with the customer.” (Diversity, paragraph 3). Sears also holds expectations from their employees. The Company values teamwork, integrity, and positive energy from its staff (About, n.d.).
Situation Analysis
Richard Sears began the company in 1886 selling watches in North Redwood, Minnesota. A year later Sears opened the Company’s first Chicago location and he hires watchmaker Alvan C. Roebuck. In 1888 the first the Company’s catalog was printed. At this time Sears was only selling watches and Jewelry.…...

Similar Documents

Marketing Plan

...Table of Contents I. Executive Summary 2 II. Environmental Analysis 2 A. The Marketing Environment 3 B. Target Markets 4 C. Current Marketing Objectives and Performance 5 III. SWOT Analysis 6 A. Strengths 6 B. Weaknesses 7 C. Opportunities 8 D. Threats 8 E. Matching Strengths to Opportunities/Converting Weaknesses and Threats 9 IV. Marketing Objectives 9 V. Marketing Strategies 10 A. Target Market(s) 10 B. Marketing Mix 11 VI. Marketing Implementation 13 B. Activities, Responsibility, and Timetables for Completion. 14 VII. Evaluation and Control 15 A. Performance Standards and Financial Controls 15 B. Monitoring Procedures 16 Target Corporation Marketing Plan I. Executive Summary Target is an upscale retail store offering trendy, high quality merchandise at discount prices. Their slogan is “Expect More-Pay Less”. Target Corporation operates Target.com, an online, electronic retail store, as well as Super Target, which offers a full line grocery store in addition to the Target retail operation. The company’s other key business include Target Financial Services, which encompass the Target Red and Target Visa card business. Target Corporation, originally called the Dayton Corporation, was formed in 1902 by George Dayton. The company recorded revenues of $59,490 million during the fiscal year ending January 2007. Target Corporation prides itself on its corporate responsibility which includes charitable......

Words: 5538 - Pages: 23

Marketing Plan

...Part 1 Obtain the information about marketing strategies that are currently being considered by your organization. Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes to the goals of the company and its marketing objectives. Therefore I would like to discussion current marketing strategies of Starbucks. Starbucks is particularly proud of their commitment to maintaining quality, integrity, and great taste of coffee through the course of its growth, and coupled with that commitment is the high value placed on the employees (partners) worldwide. "We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience." Starbucks' value for people goes beyond the employees, however. The relationship between the strength and vitality of the communities and the success of Starbucks is highly valued: investing in communities is not only the right thing to do, it has become part of the tradition of the Starbucks culture, to help produce social,......

Words: 2312 - Pages: 10

Marketing Plan

...Company G 3-Year Marketing Plan Assessment Code: Mkt1 Table of Contents Introduction Error! Bookmark not defined. Mission Statement Error! Bookmark not defined. Market Objectives Error! Bookmark not defined. Target Market Error! Bookmark not defined. Product Objective Error! Bookmark not defined. Price Objective Error! Bookmark not defined. Place Objective Error! Bookmark not defined. Promotion Objective Error! Bookmark not defined. Competitive Situation Analysis Error! Bookmark not defined. Consumer Product Classification Error! Bookmark not defined. Analysis of Competition using Porter’s 5 Forces Model Error! Bookmark not defined. SWOT Analysis Error! Bookmark not defined. Strengths Error! Bookmark not defined. Weaknesses Error! Bookmark not defined. Opportunities Error! Bookmark not defined. Threats Error! Bookmark not defined. Marketing Strategies Error! Bookmark not defined. Product Strategies Error! Bookmark not defined. Price Strategies Error! Bookmark not defined. Place Strategies Error! Bookmark not defined. Promotion Strategies Error! Bookmark not defined. Tactics and Action Plan Error! Bookmark not defined. Product Action Plan 7 Price Action Plan 7 Place Action Plan 7 Promotion Action Plan 7 Monitoring Procedures Error! Bookmark not defined. Mission Statement: Our mission is to provide top quality appliances that will become the global brand of choice. Company G was established by top......

Words: 1986 - Pages: 8

Sears Marketing Case

...SEARS Targeting College Students Prepared For: MKT 360 – Marketing Analytics April 25, 2012 Table of Contents Section title Page Executive Summary 3 Introduction 5 Purpose of the Study 5 Sears: Trends in Sales 5 Competitors 7 Sears Consumer Segments 8 Purchasing Trends 11 Legal Issues 11 Social & Cultural Issues 12 Economic Trends 14 Technological Innovations 15 Research Objectives 17 Methodology 18 Data Analysis & Results 21 Profile of the Sample 21 Descriptive Results 23 Difference & Associative Analysis 33 Limitations 37 Conclusions & Recommendations 40 References 46 Appendix 49 List of Illustrations Figures Page Figure 1.0: Sears Brands 5 Figure 2.0: Respondent’s Gender 21 Figure 3.0: Past Six Months Mall Visits 22 Figure 4.0: Clothing Stores 23 Figure 5.0: Percent of Respondents that Purchased Fitness Equipment in the Past Two Years 24 Figure 6.0: Fitness Equipment Purchase Location 24 Figure 7.0: Most Popular Sears Brands 28 Figure 8.0: Incentives to Increase the Probability of Entering a Store 30 Figure 9.0: Social Media 31 Figure 10.0: Facebook Presence 32 Figure 11.0: Gender vs. Mall Visits 35 Tables Page Table 1.0: Respondent’s Age 22 Table 2.0: The Appeal of the Kardashian Kollection to Females 23 Table 3.0: Perception of Sears 25 Table 4.0: Cause Marketing......

Words: 13228 - Pages: 53

Marketing Plans

...of the paper is to provide an overview of marketing plans. I will do this first by providing the definition of marketing plans. I will discuss how a marketing plan helped make a product or service successful. I will also discuss how decisions in a marketing plan led to failure; I will analyze what was the difference in two examples. Next, I will provide a movie that was considered a box office failure. I will apply what I have learned about the concept of marketing plans, and what could have gone wrong in the studio’s plan with regard to forecasting demand for the project. Let’s begin with sharing my understanding of marketing plans in the roles that it plays. Marketing plans are tools used by managers to guide the process of marketing. Marketing contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketing plan details a company’s marketing effort. It may be laid out for an individual product or for the entire company and all its products. Marketing plans helps establish, coordinate and direct marketing efforts. Marketing plans has different keys to success. Successful marketing requires companies to have capabilities such as understanding customers and competitors, creating customer value and keeping customers. An example of how a marketing plan helped make a product or service successful would be Kellogg’s Special K cereal. The market plan for this company was to target......

Words: 790 - Pages: 4

Marketing Plan

...Company G ------------------------------------------------- 3-Year Marketing Plan MKT1 Kathy Macellari-Solis 216139 October 8, 2012 INTRODUTION 3 Mission Statement 3 The Product 3 Target Market 4 Marketing Objectives 4 Analysis of Competition using Porter’s 5 Forces Model 5 SWOT Analysis 6 Marketing Strategies 8 Tactics and Action Plan 10 Monitoring Timeline 12 Introduction Company G has been the leading Manufacturer of Top selling small appliances since 1974. We build quality appliances, built to last and that will add a touch of class and convenience to your home and Life. Always offering new innovations for consumers, as we are large enough to meet your needs, yet small enough to know them. Our newest Product to introduce is a single cup coffee brewer called “Quick Cup”. Its design is sleek and innovative, and provides the convenience of a hot beverage in minutes for the person on the go, Improving quality of life, by saving waste and time! Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions” The Product Our new “Quick Cup” brewing station was designed for working class America to grab a quick brew of a single...

Words: 1599 - Pages: 7

Marketing Plan

...An assignment On Marketing Plan Submitted by: Submitted to: Date of submission: Table of Contents Executive summary: 5 Introduction: 7 Methodology: 7 Part A- Essay: 7 A.01 Changed perception in marketing plan: 7 A.02 Barriers to marketing plan: 7 Marketing function isolation: 8 Organizational barriers: 8 Demographic factors: 8 Economic factors: 8 Technological factors: 8 Culture: 8 A.03 Techniques for overcoming barriers to marketing plan: 8 Be strategic: 8 Be realistic: 8 Stay focused: 9 Monitor the budgets: 9 Market research: 9 A.04 Importance of marketing plan in the strategic plan: 9 Product: 9 Price: 9 Promotion: 9 Place: 9 A.05 Ethical issues in marketing plan: 10 A.06 Organization responses to ethical issues: 10 Individualistic approach: 10 Communal approach: 10 A.07 Example of consumer’s ethics and the effect on the marketing plan: 11 Part B: Preparing marketing plan 11 B.01 Organizational capability evaluation: 11 Business experience: 11 Business reputation: 11 Company culture: 11 Business environment: 11 B.02 Techniques used in organizational auditing and analyzing external factors: 11 B.03Carried out organizational audit and external factors analysis that affect marketing plan: 12 SWOT analysis of the Toyota Company: 12 PEST analysis for Toyota Company: 13 B.04Marketing plan: 14 Marketing objective: 14 Objectives: 14 Strategy statement market share: 14 Brand awareness:...

Words: 4075 - Pages: 17

Plan 9 Marketing Plan

...Marketing Plan 2nd Progress Report MKT- 402 Industrial Marketing – J Winter 2014 Semester Presented by: Abrar Salim Rafil Zulqarnain Ramsha Khan 28th September 2014 Situational Analysis Internal Analysis Information technology is globally recognized as a vital tool for accelerated ecnonomic growth, efficient governance and human resource developement. Punjab Information Technology Board [PITB] has taken numerous initiatives to deploy swift, effecgtive and innovative IT solutions in Pakistan & has attained massive accomplishments. Plan 9 is an up and running successful project of PITB. Plan 9 is Pakistan's largest tech incubator. Tech incubators are business assistance programs that serve entrepreneurs that deal with technology. Incubators share office space and administrative services but the the core value that they serve is the incubation program to the start up companies. Plan 9 benefits a variety of economic and socioeconomic policy needs, which includes * creating jobs and wealth * Fostering a community's entreprenuerial climate * Technology commercialication * Diversifying local economies * Encouragin women or minority groups Jobs are created as if a team of 5 people successfully incorporate a startup then they would require more workforce and hence more job opportunites would lead to better economic conditions of the country. Plan 9 gives the opportunity to programmers and software developers and other IT......

Words: 1310 - Pages: 6

Marketing Plan

...Company G 3-Year Marketing Plan Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 6 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 7 Marketing Strategies 7 Product Strategies 7 Price Strategies 7 Place Strategies 7 Promotion Strategies 7 Tactics and Action Plan 8 Product Action Plan 8 Price Action Plan 8 Place Action Plan 8 Promotion Action Plan 8 Monitoring Procedures 9 Introduction This three-year marketing plan has been created for Company G, a well-established, highly regarded electronics manufacturer with a well recognized logo and brand, XG. As part of new line of small appliances, Company G has brought their expertise using a team of engineers and designers to develop an Electric Wine Opener for at home use like no other that is currently on the market. It not only demonstrates high quality craftsmanship and elegance, but could be the most reliable product available in the industry. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” The Product Company G’s new Electronic Wine Opener combines a multitude of innovative design features and......

Words: 2099 - Pages: 9

Marketing Plan

...creation of a marketing plan for a product of service. You will propose a “fictional” consumer product or service you wish to bring to market. This final project is designed to walk you through such a task. The components of this project will be submitted in six separate milestones spread throughout the modules of the course. These milestones are the initial product idea (Module One), Part One (Module Two), Part Two (Module Four), Part Three (Module Seven), Part Four (Module Eight) and the full marketing plan (Module Nine). Main Elements of Final Product Marketing Plan Elements (Ten Sections) I. Product or Service Description Describe for the reader what it is that you wish to bring to market. If it is a product, describe the product, its functionality, and how it works. If it is a service, describe the service offering so that the reader understands what they would receive. It is suggested that you create a product or service on your own. Please do not attempt to write a marketing plan for Google or Aflac, as that is beyond the purview of this course. Your description should be complete, including: • Where your company is located • The problem your product/service solves – as seen by the target market (not you) – and to which the target market would say, “Yes, that is a problem and no one has solved it”? • The competitive advantages that you offer • The challenges might you face in the marketing of this......

Words: 3406 - Pages: 14

Marketing Plan

...DEVELOPING A MARKETING PLAN General 1. The purpose of a marketing plan is to determine the current situation a company is facing and then to generate marketing strategies and tactics in response. A quality marketing plan requires a careful analysis and understanding of the firm, its resources, and its customer base. Components of a Marketing Plan 2. Although there can be different formats which can be adopted, but a suggested sequence of marketing plan is as under:- a. Executive Summary b. Current Situation c. SWOT Analysis d. Marketing Objectives e. Target Markets f. Marketing Strategies g. Marketing Tactics h. Implementation i. Evaluation and Control Executive Summary 3. The executive summary appears first on this list of components, however, it is often written last. It summarizes the report for executives to read. It should be one to two pages in length. After an executive reads this section, he or she would have a basic grasp of the entire marketing plan. This should not be a teaser designed to get someone to read the plan. Instead, highlighting the content of the marketing plan should be the intent. Current Situation 4. The current situation involves an analysis of the firm’s internal environment, its external environment, its competitors, and its customers. Before decisions can be made about the future, it is important to assess the current status and situation. 5.......

Words: 3277 - Pages: 14

Marketing Plan

...Five-Years Marketing Plan Table of Content Executive Summary……………………………………………………………………3-4 Company Product Description……………………………………………………….5 Strategic Plan and Focus……………………………………………………………..…6 Situation Analysis…………………………………………………………………………..7 Product-Market Focus…………………………………………………………………….8 Marketing Program…………………………….…………………………………………9 Financial Data and Projections……………………………………………………….10-11 Implementation Plan………………………………………………………………………..12 Evaluation and Control…………………………………………………………………….13 Bibliography…………………………………………………………………………………….14 Executive Summary If you still think that hacking webcams is only possible on movies, you are in for a big surprise. Unfortunately, many people still don’t believe that their web cams can be hacked. Hacking web cams is not a big deal now a day. Eexperts say that the technology is readily available for hackers to seize control of home computers, including webcams. And while such cases are rare, law enforcement officials have arrested people in cases that involved webcam hacking. How do hackers control your computer? It usually happens when you click on a file, link or pop-up window created by a hacker and without realizing you could install malicious software on your hard drives. That opens the door for hackers to control your computer. All of these began a few years ago with well-known China cyber-spy......

Words: 3135 - Pages: 13

Marketing Plan

...Marketing Plan for Dry Syte Wiper Blades for Semis MKT/421 Marketing Plan for Dry Syte Wiper Blades for Semis Organizational Overview Dry Syte was started in 2014 by former commodity relocator’s, also known as semi drivers. The focus of the company is to provide quality yet affordable products. The products we specialize in are for the sole purpose of keeping the windows and mirrors clean and clear for those that drive 18 wheelers. Until now, side view mirror wipers for semis has been non-existent. The product is designed to meet the need of the drivers with the specific truck he or she is driving. Though the concept is the same for all wipers, these wipers are customized to each truck. Product Description A standard size blade will not work with side view mirrors on semi truck because there is a long mirror and then a smaller round one. Most side view mirrors are 8 inches wide and 20 inches tall so the wipers will be 6 inches wide and 17 inches tall. This size will accomplish the end result of clearing the part of a mirror needed for proper viewing. Since the invention of the first windshield wipers in 1903 by J.H. Apjohn, the materials have changed significantly. Those first wipers were actually brushes and the sweeping arm that was used was created by Mary Anderson and became patented in 1905 becoming a standard part of automobiles in 1913. These first blades were for automobiles only, semi trucks have been overlooked until now. In 1905...

Words: 5103 - Pages: 21

Sears Holdings Corporation Strategic Plan

...Sears Holdings Corporation is a company that came from two very well known organizations, Sears and Kmart. Both companies go back even farther than the 1900s and unfortunately both companies experienced financial difficulty at one point. With the merger Sears Holdings Corporation has the experience of both organizations as well as their different style of operating. Along with an improved customer base and a new outlook Sears Holdings Corporation is experiencing financial growth. Richard W. Sears was an agent at a railway station. This job provided him with loads of free time, so he would sell lumber and coal to local residents for extra money. During his employment with the railway station he came across some discarded watches and decided to repair and sell them. He made a good profit and decided to try it again. In 1886 Sears began the R.W. Sears Watch Company in Minneapolis. After moving his business to Chicago, IL Sears advertised for a watchmaker and came across Alvah C. Roebuck who claimed to do excellent work. In 1893 Sears Roebuck and Co. was formed. Adapting the motto, “Shop at Sears and Save” Sears quickly became the place where farmers shopped to save money and cut out the middleman. Sears’s prices were much cheaper than rural stores. By 1895 Sears was producing a 532-page catalog with many other items, such as stoves, women’s clothing, wagons, furniture, china, firearms, glassware and baby carriages etc. “Sales in 1893 topped $400,000 and two years......

Words: 2213 - Pages: 9

Marketing Plans

...Grade Received - "A-" Marketing plans are tools used by managers to guide the process of marketing. They contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketers must learn to do solid research in support of upcoming projects. The Unit 1 Individual Project is a research paper and should address the following: Provide a quick definition of marketing plans using your text. Include the following: Using an article from the library’s full-text databases, discuss an example of how a marketing plan helped make a product or service successful. On the other hand (using an article from the library’s full-text databases), discuss an example of how decisions in a marketing plan led to failure. Analyze what was different in the 2 examples. Abstract With marketing management, the marketing plan is one of the key factors to the success or failure of any type of product. This paper will define what a market plan is and give examples of how marketing plans has helped make a product or service successful and how they market plan has become a failure. This paper will also provide a quick overview of why some movies are considered a failure and extrapolate what could have gone wrong in the studio's plan with regard to forecasting demand for the project. Marketing Plan Successes and Failures Introduction Planning to market a product and how the plan is written can make or......

Words: 1728 - Pages: 7

Pokemon - The Rise Of Darkrai | Elyas M'Barek | play sand