K-Mart SWOT AnalysisMadison Allred

MKTG 10302/23/15

K-mart

Hours are usually 8 a.m. To 9 p.m. But are extended during holidays.

Located throughout the U.S. Employee numbers vary Offer store brand (Essential home/garden) as

well as exclusive celebrity clothes and “WWE” merchandise.

Company Mission Statement

"We are committed to improving the lives of our customers by providing quality services, products and solutions that earn their trust and build lifetime

relationships."

Strengths

Year round reliable Layaway system. Store brand “Essential Home” “Essential

Garden” providing quality Upgraded K-marts known as “Big K's” provide

range of products for customers. Popular celebrity brand such as Vanessa

Hudgens, Jaclyn Smith, John Cena, etc. Partnered with large recognizable brand

“Sears”

Weaknesses

Multiple questions asked at checkout frustrate customers.

High employee turn over rate. Uncommonly short hours Priced higher than competitors (not always for

better quality/same quality)

Opportunities

Turning more K-marts into Big K's. Fine tuning “Shop Your Way” Rewards

program. Increasing benefits and pay for employees

Threats

Big competitors such as “Target” and “Walmart” Constant rumors of closing down More stores and districts closing each year.

Recommendations

Improve customer experience with Rewards program.

Report to media on closing stores and if the brand will be sold.

Continue to advertise strengths.

Sources

Farfan, Barbara. "Kmart Company Mission Statement - Vision, Headquarters and Founders Facts and Trivia of the Kmart Brand." About Money. About.Com. Web. 23 Feb. 2015. <http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Kmart-Mission-Statement.htm>.

McIntyre, Douglas, Ashley Allen, and Michael Sauter. Fox Business. Fox News Network, 10 Aug. 2012. Web. 23 Feb. 2015. <http://www.foxbusiness.com/personal-finance/2012/08/10/americas-worst-companies-to-work-for/>.