The Business of Home Improvement

Paper Summary:

This paper examines how Home Depot is the leading retail marketer of home improvement products, furnishings, and equipment related to the home improvement industry. It looks at how it has become a ubiquitous brand name, virtually synonymous with the home improvement industry. It also explores Lowe's, its dominant competitor, and shows how, although quite similar in their target audiences and in the products they purvey, Home Depot and Lowe's are characterized by different marketing structures and have developed rather different goals, boundaries, and activity systems in terms of sales per store and desired customer base.

Outline
Introduction: Home Depot vs. Lowe's History
Background on Lowe's
Background on Home Depot
Comparison Between the Two Home Retailers Image
Goals-Boundaries-Activity Systems (GBAS Model)
Conclusion and Recommendations

From the Paper:

"The company serves more than "seven million do-it-yourself and commercial business customers each week through 875 stores in 45 states.". Lowe's advertises its relative smallness and intimacy as a purveyor, and also its community service, such as its contributions to "civic groups with public safety projects" through which it shares "important home safety and fire prevention information with neighborhoods across the country.". Also, it states in its company mission. "Lowe's is committed to understanding and reflecting our communities' diverse cultures in our staffing, business partnerships and the products we sell. We are committed to making diversity and inclusion a natural part of the way we do business." ("About Lowe's, 2004")".

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