Home Depot: Research and Development Improvement Recommendations
This paper is submitted in partial fulfillment for
Business Marketing (EMBA) -
March 24, 2013

Table of Contents

Executive Summary 3
SWOT Analysis 7
Strategic Alternatives 7
Recommendations 11
Marketing Strategy 11
Marketing Implementation and Control 13
References 14

Executive Summary Where do you go to buy your home improvement supplies? Have you experienced an exceptional home improvement store that meets all your needs and provides exceptional service? If the answer is no, there are several reasons to shop at your nearest Home Depot home improvement store. You can count on the variety of products to choose from while viewing the floor showcase. If you are worried about transportation, we offer truck rentals and service installations so you can sit, enjoy and relax while we do all the work. However, we are going to change the customer experience, our goals and efforts are to change your experience the minute you step into your friendly Home Depot store. You will no longer have to wait for a cashier to answer your question because an expert associate will be available immediately to help guide you and meet your needs during your shopping experience. To help fulfill the new customer service experience, we will enhance our current Mobile App that will provide navigation around the store along with a product information scanner. We hope to improve your families shopping experience by incorporating a “Depot Station” as described in the Marketing Plan to capture a broader market segment including women, family and children. Lastly, we would like to increase our visibility and improve customer service through the addition of training/development and increased knowledgeable full-time staff.
Background/Case Summary
Home Depot, the world’s largest home improvement retailer operates