Sears Product Market Analysis

1
SearsProduct Market Analysis

• Rohan Shah
• John Snyder
• Lani Wijaya

2
Retailing Industry

• Two Product Segments
• Soft lines (clothing, apparel, other fabrics)
• Hard lines (Appliances, electronics, furniture,
  home-decoration)
• Sears
• Hard line accounts 69 of the total revenue.
• Soft line

3
Sears Major Goods Categories

• Appliance
• Apparel
• Home-improvement

4
Appliances
5
Appliances
6
Appliances

• Brand recognition
• Fierce competition
• Need to match price
• Broaden selection
• Location-Perceived Inferior
• Misconception Only carry Kenmore
• Product Life Cycle-Mature Market for Sears

7
Apparel
8
Apparel

• Fussy Target Market
• Deemed as low quality clothing provider
• Customer perception as hardware and appliance
  stores
• Lands End
• More confusion in target market
• Compete with discounted retailer (Wal-Mart)
• Location disadvantage
• Product Life Cycle-Growth Stage for Sears

9
Home-Improvement
10
Home-Improvement

• Targeting females with an income range of
  50,000.
• Lowes has better name recognition.
• Fewer Stores vs. Home Depot and Lowes
• Ineffective Sales and Promotion.
• Product Life Cycle-Growth Stage for Sears