Sears Company Analysis
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I. Executive Summary
Sears began as a small retailer but as the years have gone by, they have become the second largest retailer of the national chains. In the environmental analysis you will discover that Sears' marketing toward women differentiated them from their competitor's and increased their sales as well as their market share. They have had many social/cultural problems that they have had to overcome, such as problems with stakeholders. There has also been a change in the company culture that has improved the mood within the company. In the SWOT analysis, the strengths, weaknesses, opportunities, and threats will be discussed. These would include employees, competition, global marketing, and the repercussions that Sears has had to face when going against the Federal government. The Strategic Analysis will show some of the steps that have been taken to overcome some of the difficulties that Sears has had. The newest CEO, Arthur C. Martinez, has been a motivating leader for the company. He has implemented many changes that have increased sales and moved Sears back up to the top of the retail chain. These changes would include store remodeling, Internet strategies, differentiation, and human resource management. In section V, I will give my analysis of Sears and some suggestions for things that they can do to change their strategies such as keeping customer's and employees happy and staying out of trouble with stakeholders.
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II. Environmental Analysis
When Richard Sears first began a small retail business selling watches in 1886, he could have dreamed of his store becoming a success but the success it has become, had to be beyond his expectations.
Sears has seen many different changes in business and has had to adjust to those changes to keep the company on top. Currently, they are the nations second largest retailer. The number one retailer being Wal-Mart. Other competitors would include JC Penney, Target, and
I. Executive Summary
Sears began as a small retailer but as the years have gone by, they have become the second largest retailer of the national chains. In the environmental analysis you will discover that Sears' marketing toward women differentiated them from their competitor's and increased their sales as well as their market share. They have had many social/cultural problems that they have had to overcome, such as problems with stakeholders. There has also been a change in the company culture that has improved the mood within the company. In the SWOT analysis, the strengths, weaknesses, opportunities, and threats will be discussed. These would include employees, competition, global marketing, and the repercussions that Sears has had to face when going against the Federal government. The Strategic Analysis will show some of the steps that have been taken to overcome some of the difficulties that Sears has had. The newest CEO, Arthur C. Martinez, has been a motivating leader for the company. He has implemented many changes that have increased sales and moved Sears back up to the top of the retail chain. These changes would include store remodeling, Internet strategies, differentiation, and human resource management. In section V, I will give my analysis of Sears and some suggestions for things that they can do to change their strategies such as keeping customer's and employees happy and staying out of trouble with stakeholders.
2
II. Environmental Analysis
When Richard Sears first began a small retail business selling watches in 1886, he could have dreamed of his store becoming a success but the success it has become, had to be beyond his expectations.
Sears has seen many different changes in business and has had to adjust to those changes to keep the company on top. Currently, they are the nations second largest retailer. The number one retailer being Wal-Mart. Other competitors would include JC Penney, Target, and