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    Sears, Roebuck SWOT

    Number of Pages: 6


    Summary of the research paper:

    This 6 page paper is a traditional SWOT analysis of Sears Roebuck & Company. Bibliography lists 1 source.

    Name of Research Paper File: D0_HVSears.rtf

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    Unformatted Sample Text from the Research Paper:
    to Chicago the following year, and hired Alvah Roebuck as his bookkeeper; in 1893 the company was names Sears, Roebuck & Company and the rest, as they say, is history.  The catalog operations began in 1895, and changed forever the face of retailing in the United States. Sears was the largest retailer in the country until the 1960s,  when discount chains such as Kmart appeared; since then, but especially in the 1980s through the present, Sears has been fighting for its life. This SWOT will look at  the reasons why Sears has lost so much market share, where it stands now, and what it must do to regain its previous standing, though I doubt thats possible. Findings  Strengths: One of Sears greatest strengths is its name recognition. Over the more than 100 years of its existence, the company has established a reputation for selling reliable,  good-quality merchandise at reasonable prices. It has never been viewed as a "high end" retailer like Nordstrom or Neiman-Marcus, but a solid performer. Sears customers knew what they  were getting, and liked the familiarity they had with the store and its brands. Its three house brands, Craftsman Tools, Kenmore (appliances) and Die Hard batteries were popular and  sold extremely well; Kenmore was the largest selling brand of appliances in the country. For years its catalog sales were enormous and people looked forward to the arrival  of the "Big Book" in spring and fall; and the "Wish Book" at Christmas. Catalog sales made up a huge part of Sears revenue, and gave the company a  presence in rural areas. But the catalog is also a weakness, and will be discussed in that category below. Sears is also widely diversified, which, like the catalog, is 

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