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Sears Product Market Analysis. Rohan Shah John Snyder Lani Wijaya. Retailing Industry. Two Product Segments: Soft lines (clothing, apparel, other fabrics) Hard lines (Appliances, electronics, furniture, home-decoration) Sears Hard line accounts 69% of the total revenue. Soft line .

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sears product market analysis

SearsProduct Market Analysis

Rohan Shah

John Snyder

Lani Wijaya

retailing industry
Retailing Industry
  • Two Product Segments:
      • Soft lines (clothing, apparel, other fabrics)
      • Hard lines (Appliances, electronics, furniture, home-decoration)
  • Sears
      • Hard line accounts 69% of the total revenue.
      • Soft line
sears major goods categories
Sears Major Goods Categories
  • Appliance
  • Apparel
  • Home-improvement
appliances2
Appliances
  • Brand recognition
  • Fierce competition
    • Need to match price
    • Broaden selection
  • Location-Perceived Inferior
  • Misconception: Only carry Kenmore
  • Product Life Cycle-Mature Market for Sears
apparel1
Apparel
  • Fussy Target Market
  • Deemed as low quality clothing provider
  • Customer perception as “hardware and appliance stores”
  • Lands’ End
      • More confusion in target market
  • Compete with discounted retailer (Wal-Mart)
  • Location disadvantage
  • Product Life Cycle-Growth Stage for Sears
home improvement1
Home-Improvement
  • Targeting females with an income range of $50,000.
  • Lowe’s has better name recognition.
  • Fewer Stores vs. Home Depot and Lowe’s
  • Ineffective Sales and Promotion.
  • Product Life Cycle-Growth Stage for Sears
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