Transcript Sears Marketing Plan

Sears Marketing Plan
Mason Lee, Shanna Ross, Anika Rabsatt, Mohade Moussa, Charles
Snoddy
Company Overview
Richard W. Sears sold watches to earn extra income
His success in selling watches led him to create R.W. Sears Watch Company
Partnered with Alvah Roebuck, a watch repairer and renamed the company to Sears, Roebuck &
Co.
First retail store opened in 1925
1930
1945
Edward Lampert
Why We Chose Sears
Sears current dilemma is their current customer base is getting older which is
causing a decline in traffic and sales.
● We thought it would be a good idea for sears to try and Target the Generation
Y and millennial customer base.
● We saw this is an opportunity to give them new marketing ideas and
objectives to help their decline become an increase in sales.
SWOT - Internal Factors
Management - Strengths and Weaknesses
Very experienced Board of Directors and Senior Management Team
Too large of a management team
Marketing - Strengths and Weaknesses
Strong reputation and fair amount of funds go towards marketing
Need updated marketing techniques
Products - Strengths and Weaknesses
Sells excellent home improvement products
SWOT - External Factors
Competition - Strengths and Weaknesses
Owns the brands it sells - Craftsman and Kenmore
Many other stores offer same products at lower prices - Wal-Mart
Technology
Allows more ways for Sears to market their products
Companies like Amazon make it more convenient for consumers to purchase products
Consumer/Social
Carry top of the line home improvement products
Marketing Recommendations
Commercial Advertisement
Social Media
Customer Loyalty Plan
Celebrity Sponsor