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Sears Product Market Analysis

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

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  1. SearsProduct Market Analysis Rohan Shah John Snyder Lani Wijaya

  2. 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

  3. Sears Major Goods Categories • Appliance • Apparel • Home-improvement

  4. Appliances

  5. Appliances

  6. 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

  7. Apparel

  8. 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

  9. Home-Improvement

  10. 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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