An analysis of Super Kmart's marketing strategies and weaknesses.
Written in 2007; 3,386 words; 4 sources; APA; $ 96.95
Paper Summary:
The paper provides a marketing audit for Super Kmart. This audit contains information about products, distribution, promotion and image and reputation. The research also offers a SWOT analysis. The paper explains that the introduction and subsequent market share takeover of Wal-Mart negatively affected Super Kmart. The paper discusses the problems Super Kmart needs to rectify in order to improve their marketing strategy and regain their profits. The paper offers numerous recommendations, including improving distribution and shop appearances.
Outline:
Introduction
Marketing Audit
Products
Manufacturing and Distribution
Promotion
Image and Reputation
SWOT Analysis
Summary and Conclusion
Recommendations
From the Paper:
"For many years Kmart has been at the forefront of the discount store industry. However, the introduction and subsequent market share takeover of Wal-Mart has left Super Kmart in the lurch. The marketing audit reveals that the products that are carried by Super Kmart are similar to those carried by other retailers in the industry. However the research does indicate that Kmart has some unique products such as the Martha Stewart line that it may be able to capitalize on. The distribution system at Super Kmart has been antiquated for quite some time, however a new more advanced system has been implemented and some tasks related to distribution have been outsourced to reduce costs. In the past the poor distribution system has led to a decrease in the amount of inventory available to customers. The company is optimistic that the new distribution system will help to solve this problem. Super Kmart uses television and print ads to promote its products. Such promotion is geared towards women with children. Although the company has experienced some difficulty related to the promotion of products. These problems arose because quite often the products that were advertised were not available in stores because of the antiquated distribution system."
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