Home Depot and Lowe's

Paper Summary:

This paper examines the history and development of Home Depot from when the first Home Depot stores set up in Atlanta on June 22, 1979. In particular, it looks at how, as Home Depot rides off into its way towards total industry domination, it has attracted another player in the field: Lowe's. It shows how, locked in a brutal fight with Home Depot, Lowe's is continuing to expand its store base and introduce new merchandising programs to win consumers. It compares and contrasts the marketing strategies of both companies.

Outline
Home Depot's Competition
Home Depot's Marketing Strategy

From the Paper:

"Lowe's has modified the Home Depot formula by aggressively attracting women shoppers with brighter, better-decorated stores carrying a full line of appliances. As a result, Lowe's has quintupled both total sales and earnings per share since 1989, averaging 29% annual profit increases over the past five years. Though no one thinks Lowe's will challenge Home Depot's top-dog status anytime soon. Home Depot still generates 2 1/2 times the revenue, controls better than twice the market share, runs 300 more stores, adds more new stores annually and beats Lowe's on crucial industry comparisons like same-store sales and net margins."

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