Sears Mission Statement Analysis

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Sears Holdings “textbook” mission statement highlights their lack of positioning and generic approach to marketing the company. The mission statement reads, "We are committed to improving the lives of our customers by providing quality services, products and solutions that earn their trust and build lifetime relationships." This mission is shared by both Sears and Kmart. The lackluster mission statement seems to reflect little about the company, but Sears Holdings executives aren’t giving up yet, challenging the notion that the Sears name is dead and remaining positive that it will see a turnaround.
Even with many locations closing, Sears Holdings still has an expanse of physical locations, including both Sears stores and Kmart stores. Both
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By consolidating properties and closing underperforming stores, more funds can be directed into remodeling their current locations and bringing in new merchandise contracts. Targeting the adult female homeowner might have been productive in times gone but with Sears leading brand names consisting of Diehard, Craftsmen and Kenmore, it’s time to make the advertising reach an extended target market. The “Come See the Softer Side of Sears” market was not successful proving that most consumers don’t shop at Sears for clothing, cosmetics, bath or bedding. In the future, there should be less emphasis on the softer side and a return to their roots, of providing everything it takes to operate and maintain homes. Sears Holdings should also firmly position themselves as having quality products instead of “cheap” products. While it may be fine to offer deep discounts in their Kmart locations, Sears needs to maintain its name brands at comparable prices with more emphasis on value added at every point of the sale.
The biggest threat to Sears Holdings comes directly from competition. Without re-positioning themselves in the market as a quality provider, stores like Target and Lowe’s will continue to have the upper hand. Target consumers know what they are getting when they shop at Target, quality products at a budget friendly price. Likewise, Lowe’s consumers know that they are purchasing from brand “experts” who can add value to the purchase with their product knowledge and services. Sears Holdings does not currently provide any value that is differentiated from their clearly positioned

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