Transcript Transformation to Click-and-Mortar

Transformation to
Click-and-Mortar
Agenda
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History
SWOT Analysis
Competitor Analysis
Industry Analysis
Chapter Questions
Recommendations
History
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1886 – RW Sears Watch Company
1893 – Sears, Roebuck and Co.
Mail-Order Company
1894 – Sears Catalog
1895 – Company sold
1906 – Entered Stock Market
History
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1925 – Experimental Store
1927 – 27 Retail Stores
1993 – “Big Book” Retired
1996 – Sears.com Launched
1997 – Craftsman Tools
1999 – Appliances Available
2001 – In-Store Pickup, Weekly Sale Ads
SWOT Analysis
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Strengths
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Brand Recognition
Customer Loyalty
Click-and-Mortar
Sense of Security
Good Reputation
SWOT Analysis
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Weaknesses
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Competitors Established Web Sites
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Lack Capabilities and Capacity
Old-fashioned Image
SWOT Analysis
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Opportunities
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Web Site Development
Advertisement
Threats
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Competitors
Changing Market Demands
Competitor Analysis
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Transforming to Click-and-Mortar
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Services
Advertising
Customization
www.sears.com
Competitor Analysis
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JC Penney
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Wal-mart
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www.jcpenney.com
www.wal-mart.com
Target
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www.target.com
Industry Analysis
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Steady Retail Industry Growth
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Consumer Confidence
Interest Rates
Low Unemployment
Industry Sales
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Consistent
Industry Analysis
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Sears Strengths Used In E-tailing
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Kept It Simple
Offer What Sells
Home Appliances
Case Analysis
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E-Business Initiatives
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Problematic
Unsuccessful
Issues Needing Addressing
Recommendations
Case Analysis
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Actions Suggested To Kmart/Sears Company
Land’s End
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Independent E-business Unit?
Recommendations
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Web Site Development
Determine Clothes Customer Demographics
Analyze Corporate Strategy
Review Target Market
Retain Traditional Reputation
Questions?