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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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