Brand image of sears term paper

Research from Term Paper:

Executive Synopsis

Sears can be described as retail company that offers a number of products and services by way of brick and mortar locations and to shop online portals. It is brand targets offering top quality proprietary company products and in home services in an industry that is currently led by much larger retailers just like Wal-Mart, Focus on and Amazon online marketplace, the web commerce giant that is certainly single-handedly changing the nature of retail today. To be able to stay competitive, Sears is focusing on building brand dedication among the small target market with disposable incomethe 25-30 yr old demographic; it is differentiating by itself from its competitors by centering on providing top quality products and services rather than only discounted options. Searss main selling point, therefore , is its top quality brand productslike Kenmore and Craftsmanthat charm to property owners, especially to new homeowners who will be in a perfect position to build up brand devotion to the types of kitchen appliances and services that only Pep boys can offer.

Sears: Brand Research

Introduction

This paper examines the Pep boys brand inside the retail industry. It is organized into the next sections: Brand Profile, which will describes the Sears manufacturer; Industry, which usually examines industry in which Pep boys operates, it is market share as well as the brands and market share of its competitors; Target Market, which will identifies the principal and second consumer groupings that Sears is concentrating on; POP/POD, which describes Sears points-of-parity and points-of-difference in the industry; and Unique Selling Point, which will discusses the primary POD that lets Pep boys stand out from its competitors and that should be utilized as its key selling point in order to differentiate alone.

Brand Profile

The Target brand is dependent on the old physical retail method of business: Sears is focused on providing buyers with a place to shop, to find the reliable merchandise and home appliances that they can need, and also to obtain companies that they desire. To make itself more appealing to consumers, Target has a range of proprietary brands that it markets, including Kenmore, Craftsman and DieHard (in the home home appliances, kitchen, equipment, construction, and automotive industries), and in that way the Pep boys brand provides broad appeal across quite a few customer angles. Both men and women happen to be attracted to the brand name because of its diverse offeringsfrom home and appliances for the home to car port and hands tool needs. The Target brand is likewise focused on offering home servicesi. e., the companys staff visit the customers house to put in products which can be purchasedfrom air conditioning units to dish washers to washing machines and so on. With this sense, Pep boys has always focused on providing consumers with quality in contrast to projecting a picture of being a deduction retailer like many of its competitors in retail.

The Sears manufacturer is hence based on producing loyalty to its products through years of trusted usage, good will produced by making service calls to homesSears makes more than 14 million assistance and installation calls yearly (Sears, 2018), and easy access by offering a retail outlet environment where products can be purchased or selected upi. e., the personal feel that is heading missing inside the days of Net buying and e-commerce. The Sears company stands out as you that is still committed to carrying out things the old fashioned wayand that has a significant impact on buyers who want your own brand with a good status for supplying quality products like Craftsman, and is a long-running business that they can trust.

Source: Breillatt (2017)

Sector

The industry in which Pep boys operates is the retail market. The leading brand competitors with this industry happen to be Wal-Mart, Focus on, and Amazon . com. Wal-Mart features nearly doze, 000 stores in more than 25 different countries and serves over 200 mil customers every day (Karbastera, 2016; Jurevicius, 2018). Wal-Marts income is extensive: it has taken care of an increasing year-over-year revenue of 485. 873 billion USD in 2017, nearly a 1% boost from 2016. However , the companys weak point is seen in the declining net profits: 13. 643 billion dollars USD in 2017 vs . 14. 694 billion USD in 2016a fall greater than 7% (Jurevicius, 2018). This is often explained by the arrival of Amazon, the e-commerce giant that is placing traditional brick and mortar retailers bankrupt every single 12 months. Wal-Marts market share stands in 25% (Hochschorner, 2016). Amazon online has completely outclassed online shopping and supplies ease of entry to consumers who are able to select goods for delivery without ever being forced to leave their house. Amazons market share of the whole retail industry is around 4% and its web commerce share stands at 38% (Molla, 2017). Targets meanwhile is around 2% (Hochschorner, 2016).

Wal-Marts brand is based on the idea that consumers could possibly get quality goods at the lowest discount prices at Wal-Marts mega-stores which have been like multiple destinations, where customers can easily eat, store, purchase furniture, groceries, and virtually anything else that might be required. Targets brand is similar and though the company can be not as considerable as Wal-Mart, it provides buyers with convenient access to an array of products, coming from clothing to furniture to household goods, groceries, and even more at low prices. Amazons brand is based on the concept of shopping being created simple: buyers order goods through Amazons website which in turn hosts a broad ranging program for retailers who in that case ship the product to the customers house. For all those three corporations, the simplicity and comfort of shopping is a big component to their brand appeal and the low prices placed on products are another facet of the brand charm.

Target Market

As Sears presents a wide range of items to customers, its marketplace is best appreciate in terms of demographic groups. Certainly, Sears interests several demographics and goals these

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