Kmart 10 Deadley Sins

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K Marts 10 Deadly Sins Heidi Taylor Overview of the case: Kmart was once the leadear in discount retail but with many costly mistakes like Brand Mismanagement, not knowing the customer, and underestimating their competitors not updating their technology and a general lack of focus the company went bankrupt. This was followed by a merger with Sears another struggling retailer. Though the company has been trying to turn around they have to compete against retail giants like Wal mart and Target who have strong brands and provide better customer service. Lots of companies fail because they do not adapt to changes in the marketplace. Kmart is guilty of many “Deadly Sins” and how they operated their company. Case Questions Kmart is guilty of brand mismanagement a brand is a promise that a company makes to consumers to deliver a particular product or service at a certain level of quality. A brand has to constantly reinvent itself to keep up with changes in the market and changes in consumer tastes. A business cannot stand still, and not adapt to change which is what Kmart did. Kmart failed to pay attention to trends and the customers. Their competitors worked at lowering costs and improving customer service, Kmart continued with its strategy to carry as many products as possible and offer promotion after promotion. Even after Charles Conaway took over, he continued expanding the products they carried and did not focus on products that were the most profitable. Kmart underestimated Wal-Mart they had greater buying power, and a more efficient supply chain. At Wal-Mart the supplier relationship focused on establishing strong sales of individual products, Kmart’s suppliers pushed them to sell as many products as possible. Because of the push of so many products. Kmart continued using the promotion-based model. The promotion-based approach led to inconsistent

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