This 16 page paper presents a marketing plan for the named company. Home Depot Inc. is the largest home improvement chain in the world and the second largest retailer (after Wal-Mart) in the United States. The company has historically offered a vast array of home and garden improvement products at the lowest cost possible with the best customer service. In recent years, its customer service has declined dramatically. This paper presents a market analysis that includes a company profile, industry analysis, analysis of the competition, a SWOT analysis of the company, mission, financial and nonfinancial goals, target markets, customer analysis, expanded services, marketing mix (4Ps), selected financial data, and a marketing plan with five-year financial projections and the five-year implementation plan. 3 Tables are included. Bibliography lists 15 sources.
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each year. Even during this current economic slowdown, Home Depot continues to realize increased earnings although at a slower pace than in previous years. This company caters to the do-it-yourself
individual as well as to the small independent contractor. Recently, the company has been focusing on drawing in female consumers. Once known for its exceptional customer service, the company has
faltered in this critical area in recent years and is now making customer service its number one priority. This paper presents a market analysis that includes a company profile,
industry analysis, analysis of the competition, a SWOT analysis of the company, goals, target markets, expanded services, marketing mix, selected financial data, and a marketing plan with five-year projections. Home
Depot has a challenging task ahead in terms of regaining its reputation for customer service. The new CEO/President has pledged his resources and attention in this arena.
COMPANY DESCRIPTION Home Depot Inc was founded in Atlanta, Georgia on June 22, 1979 by Bernie Marcus, Arthur Blank and Pat Farrah (Home Depot Inc, 2002; Facenda, 2002). The Home
Depot changed the structure and nature of the home improvement industry forever (Home Depot Inc, 2002). The first stores stocked about 25,000 products but that has grown to the point
where the average Home Depot store has approximately 130,000 square feet and stocks between 40,000 and 50,000 products (Home Depot Inc, 2002). The vision of the co-founders was to
have large stores with a vast assortment of products at the lowest possible prices and trained sales associates who dedicated themselves to providing the best customer service in the industry
(Home Depot Inc, 2002). Marcus, co-founder, wrote that when Home Depot was founded, there were two standards or goals: "we [co-founders and investors] set out to build a sound business,