Retailing & Wholesale: Sears Case Study
Sears Ascension through Retail Strategy
Based on the principles of retail strategy, it is clear that Sears rose to power because it successfully met the needs and wants of a large amount of people. From its founding, Sears offered an incredible variety of products not available at other stores. Its unique position as the most comprehensive department store earned it a reputable title in the list of American department stores. Due to the lack of public interconnectivity and competition, Sears didn’t have to try too hard to impress its customers. On top of this, the Sears’ catalog order system served as a pretty effective predecessor to online shopping, as customers could place orders for products outside of the retail stores. Sears’ title as top dog was earned from the sheer amount of products it offered to customers, and the fact that there weren’t really any other stores that could match its product variety.

Fall of Sears
While the company was successful for quite some time, its failure to adjust and compete effectively led to its demise. Customers have many options when it comes to shopping in the modern market, Sears wasn’t quick enough on giving customers a reason to select its stores over those of competitors. On top of this, the store didn’t have a central theme to define its marketing strategy. This lack of a theme made it harder to compete against other stores, as customers didn’t really know what to expect when they went into a Sears store. The lack of corporate definition detracted from Sears’ stores, making the large variety of offered products seem mismatched and improperly priced.

Marketing Struggles and Corporate Strategy
The fact that Sears’s stores are repelling customers is a direct result of the chaotic method of corporate organization the company has employed. By pitting different product