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Case Analysis on Sears. By: Jeffery T. Pelletier. Company Description. Retail giant: Employees 275,900 160,000 Investors Product lines: Appliances Sears Kenmore Brand name appliances Lawn and Garden Sears Craftsman Brand name lawnmowers and snow blowers Home electronics Tools

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case analysis on sears

Case Analysis on Sears

By: Jeffery T. Pelletier

company description
Company Description
  • Retail giant:
  • Employees 275,900
  • 160,000 Investors
  • Product lines:
    • Appliances
      • Sears Kenmore Brand name appliances
    • Lawn and Garden
      • Sears Craftsman Brand name lawnmowers and snow blowers
    • Home electronics
    • Tools
      • Sears Craftsman Brand name tools
company overview
Company Overview
  • Retail giant who is struggling with identity crisis.
  • Started as a mail order company in late 1800s
  • Merged with K-Mart
  • Problems causing company to fall behind:
    • Struggling in CRM
    • Struggling with supply chain management
    • Problem between company leaders over issues dealing with how business runs.
    • Spent millions of dollars to reposition themselves.
sears contribution to society
Sears Contribution to Society
  • Started Sears American Dream Campaign:
    • Have raised nearly $100,000 to help people finance and afford homes.
    • Focus on home and family and the community.
sears problems
Sears Problems
  • CEOs blaming other CEOs of poor management.
    • Cause customers to shy away from doing business at Sears.
    • Not good for investors opinions.
sears problems continued
Sears Problems Continued
  • Poor CRM results in customers turning elsewhere
  • Poor Supply Chain Management resulted in miscalculated inventories and high shrinkage.
  • Big competition taking sales away:
    • Wal-Mart
    • Target
    • Home Depot
    • Lowes
how e business relates to e marketing strategies
How E-Business Relates to E-Marketing Strategies
  • Products available on line at www.sears.com
  • Establishing Extranet between all components of company to improve things like Inventory and customer information
  • Getting closer to customers with the national web site.
    • Improving CRM
value bubble
Value Bubble
  • Two Phases of Value Bubble used:
    • Engaging Phase
    • Retaining Phase
engaging phase
Engaging Phase
  • Promotions
  • Huge Christmas Sales
  • Web Site improvements that allows customers to speed up search time:
    • JavaScript
    • CSS
    • Html
retaining phase
Retaining Phase
  • Extended Warranties
  • Price Matching
  • Improved CRM
key factors in company improvement
Key Factors in Company Improvement
  • Required training of Sears employees
  • Placement of right employees at right times
  • Increase employee job satisfaction rates
  • Results of Company improvements:
    • Greater asset margins
    • Better investment opportunities
    • More revenue growth
conclusion
Conclusion
  • Will probably succeed because of storied past
  • Finally striving in right direction to compete
  • Improved CRM techniques and internal technologies results in company improvement.
  • Questions?????