Ethel's Chocolate Lounge

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Running head: URBAN OUTFITTERS CASE STUDY PART 4: MARKETING A BUSINESS Urban Outfitters Case Study Part 4: Marketing a Business Cynthia Smith-Lewis Dr. Degol Assefa Introduction Business 100 June 2, 2011 1. Explain why Sears or Wal-Mart cannot effectively create a trendy counterculture image. The reasons why Sears or Wal-Mart cannot effectively create a trendy counterculture image is basically because trendy counterculture is about being unique or different going against the norm of society. Another reason why these two cannot effectively create a trendy counterculture image is because they both are big businesses and can sell for less. Also Wal-Mart operates on a high volume low profit margin and the only way to do this is to be able to mass produce or have your product mass produced for you or buy in bulk. In evaluating Sears prices which are higher they still mass produced items which they believe will appeal to the general public. Another reason for Sears or Wal-Mart not to be effective in creating a trendy counterculture image is that it would not be cost effective and they wouldn’t be able to keep up with the changing styles and trends. Sears and Wal-Mart cannot create a counterculture image but they could definitely capitalize on a trend if it fits into the established core of their brand. Also Sears and Wal-Mart may not want to for fear of losing the current core customers they already have established. Wal-Mart nor Sears has yet to compete with their other competitors. In fact, it will cost them more money to compete with any of the other big name distributors and they would have to raise their prices. Wal-Mart and Sears are known for their low and reasonable prices. According to Jeffrey Immelt he says that his environmental agenda is "not about being trendy or moral. It’s about accelerating economic growth” (as cited in Douglas, E.

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