Sears Watch Company Case Study

1453 Words 6 Pages
In 1886, Richard Sears was working as a train station agent in North Redwood, Minnesota. During his free time, he would sell odds and ends to locals in order to make extra cash. One day, he stumbled upon a jeweler who had received an incorrect shipment of watches and offered to buy them off him. Richard sold them, made profit, and ordered a new batch for resale. This is when Richard created Sears which at the time was called R.W. Sears Watch Company.
R.W. Sears Watch Company began as a mail order retailer for jewelry and watches. Richard was the president and Alvah Roebuck, an expert in creating watches, was the vice president. The company did relatively well in its beginning years, but the partners had bigger plans to conquer the American
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First of all, the U.S. population began to move into the cities as more jobs were created because of industrialization. Also, retail stores were starting to spread throughout the country in rural areas. In order to counter the changes, Sears began to open up retail stores in Chicago. They kept opening new locations and offered different unique types of quality products that could only be bought at Sears. By 1941, they had more than six hundred stores and the in store sales exceeded their mail order sales. Brick and mortar Sears’ stores were efficiently designed and ran. Customers went to Sears to find good value, cheap prices, and to cater to their practical …show more content…
The store in Minneapolis eventually filled the whole six story original building that Dayton had purchased. By 1920, Dayton Company had become a multi-million-dollar business and began expanding in 1929 by purchasing J.B. Hudson & Son, a local Minneapolis jeweler.

In 1938, George Dayton died and passed the fourteen-million-dollar company down to his son Nelson. Dayton Corporation became a fifty-million-dollar company during World War II as consumer goods became increasingly rare. The managers of the store did an excellent job of increasing sales revenue by making sure that store shelves were full.

After Nelson’s death in 1950, Dayton Company was led by five Dayton cousins. Under the new more aggressive leadership style, the company expanded outside of downtown Minneapolis by opening up their first branch location in Rochester, Minneapolis. The company continues to expand by opening up Dayton locations in suburban malls around Minneapolis. In 1961, Dayton makes the company’s biggest decision by deciding to enter into discount stores under the name Target. The company’s goal was to create a discount store that provided the department stores’ best aspects of “fashion, quality, and service” with lower prices. The first Target store was opened on May 1, 1962 in Roseville, Minneapolis. By the end of the year, they opened two more stores in St. Louis Park and

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