Transformation to Click-and-Mortar
Agenda History SWOT Analysis Competitor Analysis Industry Analysis Chapter Questions Recommendations
History 1886 – RW Sears Watch Company 1893 – Sears, Roebuck and Co. Mail-Order Company 1894 – Sears Catalog 1895 – Company sold 1906 – Entered Stock Market
History 1925 – Experimental Store 1927 – 27 Retail Stores 1993 – “Big Book” Retired 1996 – Sears.com Launched 1997 – Craftsman Tools 1999 – Appliances Available 2001 – In-Store Pickup, Weekly Sale Ads
SWOT Analysis Strengths Brand Recognition Customer Loyalty Click-and-Mortar Sense of Security Good Reputation
SWOT Analysis Weaknesses Competitors Established Web Sites Lack Capabilities and Capacity Old-fashioned Image
SWOT Analysis Opportunities Threats Web Site Development Advertisement Competitors Changing Market Demands
Competitor Analysis Transforming to Click-and-Mortar Services Advertising Customization www.sears.com
Competitor Analysis JC Penney Wal-mart Target www.jcpenney.com www.wal-mart.com Target www.target.com
Industry Analysis Steady Retail Industry Growth Industry Sales Consumer Confidence Interest Rates Low Unemployment Industry Sales Consistent
Industry Analysis Sears Strengths Used In E-tailing Kept It Simple Offer What Sells Home Appliances
Case Analysis E-Business Initiatives Issues Needing Addressing Problematic Unsuccessful Issues Needing Addressing Recommendations
Case Analysis Actions Suggested To Kmart/Sears Company Land’s End Independent E-business Unit?
Recommendations Web Site Development Determine Clothes Customer Demographics Analyze Corporate Strategy Review Target Market Retain Traditional Reputation
Questions?