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Essay / Research Paper Abstract
A 3 page paper that discusses Sears’ core competencies – what they once were and what they may be today. The paper provides information about Sears and its decline. The essay also discusses employees. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PG693522.rtf
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Unformatted sample text from the term paper:
were once its customer service and its brands. Much of the public believed that Sears brands, Kenmore, Die Hard batteries, and Craftsmans tools were the best on the market. Catalog
sales provided the customer with quick delivery, no-hassle returns, and guarantees and a consumer could buy just about anything from Sears catalog, including an entire house. They had perfected
the retail mail order business. Sears gained its huge market share because a consumer could only purchase its brands through the catalog or in a store. Customer service may
still be its major core competency. There are more complaints about its brand products but they still provide repair service quickly and they still offer returns and exchanges with fewer
complications than many other retail stores. They no longer sell their own brands exclusively. As their TV commercials state, they sell numerous brands. And, its own brands are no
longer sold exclusively at Sears. Craftsman tools and Die Hard products are sold elsewhere. Ace Hardware is selling Craftsman tools. Die Hard products, such as battery charges but not the
battery itself is being sold in other places as are Kenmore appliances (Heller, 2010). Placing its brands in other retail outlets is a strategy to increase Sears bottom line.
Sears has suffered with a declining market share for years even in their core product categories like Kenmore, Die Hard, and Craftsman. They even changed their advertising focus some years
ago to promote apparel and home products primarily because most of their stores are located in shopping malls (Heller, 2010). It is not working. They turned away from their core
competencies, which were related to their brands, and are still losing market share (Heller, 2010). In short, Sears has lost its way. Kurson (2011) reported that Sears Holding Corp.
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