Kohl's Executive Summary

Kohl’s operates family friendly department stores that sell moderately priced products such as native, national, private brand apparel, electronics, and household appliances targeted to middle income customers. Kohl’s continues to increase its nationwide presence every year with opening new stores. However, Kohl’s is ranked 53 nationally in its industry; competing against mega retailers such as Macys, JCPenny, Walmart, and Target. As a result, this 10-year strategic plan will focus on key areas that will allow Kohl’s to perform better in its industry.
The plan for Kohl’s will aim to increase sales by 15% by creating more diversification in the market. The new market will not only attract middle aged women but also millennials. Next, the