Read Company Case 11 “Sears: Why Should You Shop There?” found on page 539 of your text.
Answer the following questions, APA format (7th edition), 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.
Using the same four elements of the retail marketing mix and discuss why Sears is no longer meeting customer needs compared to competitors.
Thinking about the classifications of retail stores in terms of level of service vs. price, how would you classify Sears?
What steps could Sears take to regain a competitive edge, and reclaim its position as a leading retailer? Is it possible?
Do a SWOT Analysis (Strengths, Weaknesses, Opportunities Threats found on pages 56-57 of your text) – What are the largest areas of concern?
Write your paper in essay format – not in question/answer format. This means that you should list your questions as APA formatted (7th edition) paper section headers and then answer the questions in APA formatted paragraphs – citing your source(s) per APA (7th edition).
Submit the assignment to appropriate area when completed.
Total points possible – 60 Note: partial points awarded for attempting to answer the case study.
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