Case Analysis - Sears

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Assignment 1: Preparing a Comprehensive Case Analysis, Part 1 By
Angela Rivera
Professor Camilla Pugh
Strayer University
BUS 490
Summer 2012

Assignment 1: Preparing a Comprehensive Case Analysis, Part 1 Due Week 4 and worth 200 points Research a public corporation that you believe is not doing as well as it could in the marketplace. For this first paper, you will complete the first steps of a comprehensive written analysis as described in Part 6 of the textbook. The written analysis will be completed in the second written assignment in this course.  Write a 4–5 page paper in which you:

1. Identify the firm’s existing objectives and strategies. 2. Explain one (1) strategy that the company might use to take advantage of an external opportunity, and one (1) strategy that the company might use to address a potential threat. 3. Construct a Competitive Profile Matrix. Include the company you are researching and one or two (1 or 2) of its major competitors and at least six (6) success factors that you believe to be critical to success in this industry. This Matrix should follow the format of the examples in Chapter 3. 4. Construct an External Factor Evaluation Matrix. This Matrix should follow the format of the examples in Chapter 3. Research and cite at least three (3) reputable, academic sources. Your assignment must follow these formatting requirements:

* Be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.  * Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page is not included in the required assignment page length. The specific course learning outcomes associated with this assignment are: * Explain the concepts and models of the strategic management process, including strategy formulation, implementation, and evaluation. * Conduct an industry analysis (external audit) and an internal audit of an organization, and present the results using various matrices and analysis tools. * Use technology and information resources to research issues in business policy. * Write clearly and concisely about business policy using proper writing mechanics.

Assignment 1
Preparing a Comprehensive Case Analysis, Part 1
First of all, we need to say that Sears and K-Mart signed a merger agreement in 2004; this means that Sears and K-Mart are combined into a new major retail company. Sears has become the third largest retailer in the United States. Sears appears to have forgotten one of the first and basic Marketing lessons “Never forget what made you famous”. There have been three major strategic mistakes that Sears has made throughout this past decade. In 1981, Sears made their first strategic mistake, which was the “diversification outside its “core” retailing business into financial and real estate services, by purchasing the Dean Witter Reynolds securities firm and the Coldwell Banker real estate operation” (Mourdoukoutas 2012). This was a mistake because this new business lines had little synergies with the company’s core business. In 2006, Sears’s made their second strategic mistake, which was strategy was to reorganize its operation in several departments often run by personnel with little retailing knowledge. “It should come as no surprise that this policy was doomed to fail, as evidenced by the company’s financial results in recent years” (Mourdoukoutas 2012). At this time Sears’s strategy is to selloff companies’ stores. The problem with this strategy could be that it is a sale of wrong assets at the wrong time. In brief, Sears has adopted the wrong strategies over and over again; still it is able to stay in the top 5 retail stores; even though, I’m not an expert in increasing sales, I do believe that marketing is a...
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