Transcript Sears 495.ppt

By: Danielle Cohen
&
Amber Hughes
History Of Sears
1886: Richard Sears – sells watches
1887: Sears settles into Chicago location
1893: Sears officially forms; corporate
name is Sears, Roebuck, and Co.
1896: First general catalog
1925: First Sears retail store opens in Chicago
1927: Sears launches the brands Craftsman and Kenmore
1945: Sales exceed $1 billion
1953: Sears opens in Canada
Sears Tower
1973: Move national headquarters to Sears Tower
1986: 100th anniversary
1993: Introduces “Come see the softer side of Sears” advertisements
History Of Sears cont…
1999: Introduces “The good life at a great
price” advertisements
2004: Extreme Makeover Home Edition
Ty Pennington involved in advertisements, product design
2005: Sears Essentials
Latina Life
Fast Facts:
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Headquarters: Hoffman Estates, Illinois
Employees: Approximately 250,000
Full-line Store Locations: Nearly 900
Sears' 2004 Fortune 500 Ranking: No. 32
Areas of Operations: United States, Puerto Rico and
Canada
Employs: Approximately 201,000 associates in the U.S.
and 48,000 in Canada
Serves: More than 48 million active Sears customer
households
The Foundation of Sears
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Sears' Mission
To grow our business by providing quality products and services at great value when and
where our customers want them, and by building positive, lasting relationships with our
customers.
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Sears' Vision
To be the preferred and most trusted resource for the products and services that enhance
home and family life.
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Sears' Core Values
We must
· earn our customers' trust and business every day;
· act with integrity in everything we do;
· treat everyone fairly and value diversity;
· be accountable for our actions; and
· win as a team.
The Sears Empire:
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Retail
Dealer Stores
Full-line Stores
Kmart
The Great Indoors
Sears Grand
Sears Essentials
Orchard Supply Hardware
Land’s End
Brands
Kenmore
Craftsman
Diehard
Lands’ End
What makes Sears, Sears?
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Sears carries many different products:
-Appliances
-Clothing
-Baby
-Electronics and Computers
-For the Home
-Gifts
-Lawn and Garden
-Movies, Music, and Games
-Sporting Goods
-Tools
-Toys
-Jewelry
What makes Sears, Sears?
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Sears offers many great services:
-Optical
-Hearing Aid Centers
-Automotive Care
-Portrait Studio
-H&R Block
-Gift Cards
-Gift Registry
-Home Services
-Credit
-Flowers (online only)
-Catalog shopping
-“Worry-Free Shopping”
Target Market
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Focuses on: Middle to Higher income families with a
desire to outfit their homes and closets with quality
products at decent prices with a satisfaction guarantee.
Targets: Men and Women
Ages:
Men: 25-60 (the outdoorsy, tool-buying, Mr. Fix-it,
electronic lovin’ guy)
Women: 16-65 (the middle income, fashion conscious,
homemaker to business woman, busy mom)
Competition:
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Intratype: JC Penney’s, Kohl’s, Mervyn’s (for
clothing and home soft lines)
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Intertype: Home Depot, Lowe’s, Target, WalMart
*Note: There isn’t really another company that
offers everything Sears does, some might offer
home wares, or services and others, clothing,
but not the combination that Sears does.
Sears Did WHAT?
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From 1908–1940, Sears, Roebuck and Company sold more than
100,000 homes through their mail-order Modern Homes program.
Sears offered loans beginning in 1911, and by 1918 it offered
customers credit for almost all building materials as well as offering
advanced capital for labor costs. Typical loans ran at 5 years, with
6% interest, but loans could be extended over as many as 15 years.
The process of designing a Sears house began as soon as the
Modern Homes catalog arrived at a customer’s doorstep.
Over time, Modern Homes catalogs came to advertise three lines of
homes, aimed for customers’ differing financial means: Honor Bilt,
Standard Built, and Simplex Sectional (really expensive, expensive,
and trailer park worthy)
Sears Houses:
Newer Model-1930s
Middle Model- 1915
Oldest Model- 1900s
Although Sears no longer constructs houses, it helped them build an empire of
quality house wares and appliances to stock our homes of today. It also
created the tie between Sears and ABC’s Home Extreme Makeover show.
Community Involvement
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2002 – Sears American Dream Campaign
2004 – National Military Family Association
2005 – Helps Support Gulf Coast Residents after Hurricane Katrina
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Extreme Makeover Home Edition (2003)
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Big Success: 15.8 million viewers that see the tie between Sears and
Extreme Makeover Home Edition
*During the show Sears promotes an ad that shows the family and the Design
Team shopping at Sears to turn the new house into a home to create a
emotional appeal to their audience.
Sources:
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www.sears.com
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www.seattlepi.nwsource.com/business/131499_sears19.html
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www.abc.go.com/primetime/xtremehome
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www.searsarchives.com
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www.searsamericandream.com
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www.searsmedia.com