Read Company Case 11 “Sears: Why Should You Shop There?” found on page 539 of your text
Answer the following questions: APA format, 500 word minimum
Sears stores and the Sears Roebuck catalog were American icons for decades. Up until the 1980s Sears was the largest retailer in the United States. Thinking about the four elements of the retail marketing mix, Product, Place, Price, and Promotion, describe the strategies Sears used to meet customer needs, and achieve its high level of success. (25 Points)
Using the same four elements of the retail marketing mix, discuss why Sears is no longer meeting customer needs compared to competitors (20 Points)
Thinking about the classifications of retail stores in terms of level of service vs price, how would you classify Sears? (15 Points)
What steps could Sears take to regain a competitive edge, and reclaim its position as a leading retailer? Is it possible? (15 Points)
Do a SWOT Analysis (Strengths, Weaknesses, Opportunities Threats found on pages 56-57 of your text) – What are the largest areas of concern? (25 Points)
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