home depot
DESCRIPTION
this report is based on the secondary market researchTRANSCRIPT
EXTERNAL ANALYSIS FOR THE HOME DEPOT INC.
Introduction
The Home Depot Inc. or Home Depot is the private listed company based in United States. It
is one of the largest home improvement related products and services retailer company in the
United States (stores, 2009). The major business segments of the company includes home
improvement items, and construction related equipment. The product lines of the company
includes building materials, garding equipment etc and other related products and services. It
has over two thousand stores operating in the United States (USSEC, 2011) as well as in
various other countries in the world.
The area covered by an average store of the company is about hundred and ten thousand
square feet with around adittional twenty five thousand square feet area for the garden (Patti,
2007). The stocks of the company are listed in the New York Stock exchange under the symbol
HD.
SWOT Analysis
SWOT Matrix
The SWOT analysis of The Home Depot Inc. is as follows:
Strengths
Brand name and awareness Quality of products R&D Marketing strategies Business strategies
Weaknesses
Lack of innovation Product recalls Fluctuating revenues
Opportunities
Restructuring Diverse range of products Online shopping Target new segments
Threats
Economic conditions Unsatisfied customers Government regulations
Strengths
It enjoys the position of world’s leading retailer of home improvement equipment and
other products. As of 2010, the company earned the profits of US dollars 67.997 billion from its
sales (USSEC, 2011). It also enjoys the position of the largest retailer in the markets of Canada
and Mexico. It was ranked as number hundred and twenty seven in the Forbes Global list of
largest companies in the year 2008 (Home Depot, 2009). These rankings and the brand equity of
the company has increased the revenues in the international and national markets to many folds.
The company is employing aggressive market strategies to market and promote its
products to the customers. It is following cost leadership strategies to minimize the cost of doing
business and earn more revenue from the resources. The company’s R&D unit suggested
increasing the utilization of Rapid Deployment Centers. It has currently employed five Rapid
Deployment Centers and plans to open additional centers in 2010. This implementation will
increase the supply chain capabilities of the company (Smartbrief, 2008).
Weaknesses
The company suffers from lack of innovation in its product offerings and services. The
products are of typical style and designs that often causes customers to look for some innovative
products offering company. This results in the decrease of store sales in the company. In the case
of Home Depot, the sales of the company are fluctuating which is mainly due to the declining
economic conditions of the United States related to the reduced expenditures on contructon and
home improvement . The company is engaged in the practice of buying products from large
number of suppliers. This practice limits the control of the company and also makes it
vulnerable. Also it can suffer set backs in the markets due to the quality of the products which
may result in product recalls. This can severely affect the brand image of the company.
Opportunities
Number of opportunities lie in the market if Home Depot redefines its business strategies
in order to attain more attention of customers and build its market rapport. This can be achieved
by offering diverse range of product lines and services offering to the current and potential
clients. There is a scope in the development of tools and related items for the industries related to
construction and buildings. This market segment can give the advanced level of profitability to
the company in terms of sales and revenues. Likewise, Home Depot can offer online shopping
facilities to its customer base to keep in touch with the potential as well as current customers.
Threats
Due to the downgrading economy of United States many consumers have shifted their
shopping needs to the necessity requirements only. Spending on home improvement projects is
expected to decline at an annual rate of over twelve percent (Harvard, 2011). There is also a
likelihood that the company will suffer from number of litigations or government regulation for
not complying with the government rules and regulations. Lastly, the major threat faced by
Home Depot is that there is an alarming increase in the customer service complaints. The
customers are not satisfied with the untrained staff posted at the Home Depot stores to deal with
the customers.
PESTEL Analysis
The PESTEL analysis contains the analysis of Political, Economic, Social, Technological,
Environmental and Legal environments of a country with reference to a particular object. The
PESTEL analysis of The Home Depot Inc. is as follows:
Political
The company effectively takes part in the political activities for the best interest of the
company and its customer for the policies that can affect their business activities. The decisions
and policies of the government at state and federal level can have a great impact on the
profitability of the company. It complies with all the legal and other requirements necessary for
making political contributions and interaction. It encourages the company employees to take part
in the political process but it do not in any way permit them to use the company resources for
their personal political matters. Home Depot has established a political action committee called
Home Depot Political Action Committee (PAC) for making political contributions to the
officials supporting the company and its business line (Home Depot, 2008).
Economic
Improvement in the economic condition of the country is crucial for a retailer like Home
Depot. Many people are positive about the improvements in the national economy. The stock
market, represented by the Standard & Poor's 500-stock index, is up more than 30% in three
months (Steverman, 2009). The fate of the company is associated with the economic conditions
of United States. The economic downturn has limited the people from making huge spending on
these items. The related market is decreasing leaving its impact on the businesses and revenues
of the companies’ associates.
Social
The company has launched various societal campaigns to promote education, safe working
practices and jobs assurance to the people. The company has established a foundation called the
Home Depot foundation. This foundaiton which has invested millions of dollars in communities
across the country to leverage the living standards of the people by providing affordable options
for living and working in the healthy environment (Home Depot Foundation, 2011). The
Community efforts of the company focus on four key areas: “building and refurbishing
playgrounds; ensuring the safety and accessibility of community gathering spaces, building and
refurbishing affordable and transitional housing; preparing communities for emergencies”
(Home Depot, 2011).
Technological
The role of technology in the success of any company in today’s markets cannot be over
looked. The company made huge investments in the previous year to upgrade the technological
equipment to facilitiate its employees and smooth operations thoughout its business units. These
gadgets cost it nearly sixy million US dollars. According to the company, these devices will help
it vault past the competition like Lowe, which has been using hand held wireless technology in
their stores since 1995 (Richmond times, 2011).
Environmental
The Home Depot strives to make improvements in its operations to reduce the emission
of carbon dioxide, energy consumption and water use. They believe in delivering a positive
impact by offering conservation minded and environmentally friendly products to the customers.
Home Depot is working on providing innovative green products and offer choices of selection
based on their environmental claims and impacts. The company issued its 2010/2011 report
which stated that the Home Depot will host the solar panel programs in America to promote their
installation. It announced aa goal of cutting energy use in its stores by another 5% by 2015,
resulting in a total reduction of 20% since 2004. The Home Depot pledged to remove 20% of
greenhouse gas emissions from its domestic supply chain by 2015. That's equivalent to cutting
200 million distribution miles of travel - about 8,000 trips around the earth (Environmental
milestones, 2011).
Legal
The operations of the company are subject to various rules, regulations, laws imposed by
the local and international governments based on the food production, safety, manufacturing,
packaging etc. of products. The company business units where the integrated processes related to
the business are conducted are also subject various laws relating to the protection of the
environment, including discharge of materials into the environment, health and safety issues of
employees.
The company operations are as per the prescribed rules, laws and regulations which are
coherent to the safety laws and other operating standards. It strictly tries to follw the these
regulations when making its business operations. Some of the legal regulations which it has to
follow are related to the marketing, antitrust, confidentiality, conflict of interest, fair dealing,
environmental and many others (Home Depot Code Of Conduct, 2011).
Porter’s five forces analysis
Porter’s Five Forces Analysis helps the managers to understand the market position and
the effectiveness of business strategies of a firm with reference to five micro and macro level
environments (Porter, 2008). These five forces include Competition, New Entrants, and Buyers
Power, Suppliers Power and Substitute Products and/or services respectively. The Five Forces
Analysis for the Home Depot is as follows:
Rivalry among established competitions
The level of competition among the existing established competitors in the home
improvements industry is very high. Home Depot has more than 10 competitors including Sears,
Ace Hardware, Frank’sNursery, and Lowe's. Home Depot faces cut throat competition with
Lowe’s Companies. These competitors are engaged in the prices wars in order to get a chunk of
its counterpart’s market share.
Bargaining power of suppliers
The Home Depot is engaged in the practice of taking merchandize from the large number
of suppliers in both local and international markets. This means that the suppliers have no power
to control the company to earn increased profits. To remain a part of Home Depot’s network
many suppliers gives offers to the company like discounts, collaborative advertising etc.
The bargaining power of buyers
The customer needs and wants tend to change over time; therefore they impose moderate
level of threat to the business operations of Home Depot. Home Depot has three distinct
customer segments to attract its customer base. These segments are DIY (do-it-yourself) BIY
(buy-it-yourself) andProfessional customer.
The threat of substitute products or services
The threat of substitute products in case of Home Depot is very low. It does not have
many substitutes. It means the company enjoys its market position without the fear of being
replaced by the substitutes. The only substitute that exists is in store home improvement-
Internet.
The threat of the entry of new competitors
The industry imposes certain barriers to the entry of the new companies in the markets.
This means that the level of threat of new entrants is relatively low in the industry. There are
varying reasons to the low rate of entry. Among them is the entry barriers imposed by the
industry. The new entrants will have to comply with the governmental regulations in order to
make their entry in the markets. Then the existing players are protected by the number of barriers
which makes it difficult for the new entrants to give hard time to them. Among them are: entry
restrictions, tariff rates, high capital requirement, distribution channels etc. These barriers limit
them to compete against the existing market players.
Recommendations
This study provided brief overview on the external environment analysis of Home Depot.
The findings of the study suggested that Home Depot should focus on the following factors in
order to excel its business and social image in the world:
1. Offer product diversity to its existing and potential clients by using innovative ideas.
2. Properly train the employees in order to remove the customer service related issues
associated with the image of Home Depot.
3. Revise its supply chain strategies to impose strict control over its vendors in order to deal
with the product recall issues
4. Shift its focus from traditional ways of doing business to the more latest sources like
internet
5. Tap new market segments like power tool manufacturing etc. to obtain the attention of
business to business clients as well as others.
References
Harvard, 2011. Remodeling, a new decade of growth, retrieved on June 21, 2011 from http://www.jchs.harvard.edu/publications/remodeling/remodeling2011/r1 1-
1_5_a_new_decade_of_growth.pdf
Home Depot Code of Conduct, 2011. Compliance with Laws, Regulations, Corporate Compliance Policies, and Standard Operating Procedures, Retrieved on June 21, 2011 from
http://ir.homedepot.com/phoenix.zhtml?c=63646&p=irol-govConduct
Home Depot, 2011. Environmental milestones, Retrieved on June 21, 2011 from http://corporate.homedepot.com/wps/portal/Environmental_Milestones
Home Depot Foundation, 2011. Community Involvement, Retrieved on June 21, 2011 from http://www.homedepotfoundation.org/
Home Depot, 2008. Political Activity and Government Relations Policy, Retrieved on June 21, 2011 from http://ir.homedepot.com/phoenix.zhtml?c=63646&p=irol-govpoliticalactivity
Home Depot, 2011. We Build Community, Retrieved on June 21, 2011 from https://careers.homedepot.com/cg/content.do?p=community
Home Depot moves to handheld technology, 2011. Time to dispatch website, Retrieved on June 21, 2011 from http://www2.timesdispatch.com/business/2010/jan/13/b-
togo13_20100112-213605-ar-19417/
Patti Bond, 2007. Home Depot to test superstores, mini-stores. Atlanta Journal and Constitution (Georgia), Retrieved on June 21, 2011 from http://www.allbusiness.com/retail/retailers-building-supply-hardware-stores/11898392-1.html
Porter, M. E., (2008) The Five Competitive Forces that Shape Strategy, Harvard Business Review, p.86-104, retrieved on June 21, 2011 from http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1
Smart Brief, 2008. Home Depot rapid deployment center yields positive results, Retrieved on June 21, 2011 from http://www.smartbrief.com/news/naw/storyDetails.jsp?issueid=96FE73E3-A000- 4BBA-8478-EDE440F34437©id=24BED80F-9AA4-4EC5-98F9- 9351BBCAE4C5
Steverman, B., 2009. Home Depot's Higher but Fragile Hopes, Business Week, Retrieved on June 21, 2011 from http://www.businessweek.com/investor/content/jun2009/pi20090610_564023.htm
The Home Depot, 2006.The Home Depot Names Helen Johnson-Leipold to Its Board of Directors. News Releases. Retrieved on June 21, 2011 fromhttp://ir.homedepot.com/releasedetail.cfm?releaseid=219054
The Home Depot, 2009. Forbes Global 2000 largest companies, Retrieved on June 21, 2011 from http://phx.corporate- ir.net/phoenix.zhtml?c=63646&p=RssLanding&cat=news&id=1515565
The Home Depot Inc., 2011. United States Securities and Exchange Commission, Retrieved on June 21, 2011 from
http://www.sec.gov/Archives/edgar/data/354950/000119312511076501/d10k.htm
Top 100 Retailers, 2009. Stores Org Website, Retrieved on June 21, 2011 from http://www.stores.org/pdf/09Top100chart.pdf