KMarts Goals, Essay Example

Company Overview

Kmart is the third largest discount store in the United States. Its’ closest competitors being Wallmart and Target.  It targets mainly low-mid income family groups and is represented in some 49 states and other international locations. Kmart is a subsidiary of the Sears Corporation. The Company went through a considerable makeover in 2004 and this resulted in changing many of its goals and objectives to make it more competitive in the marketplace. (Anon, 2009)

Goals of the Organization

• Implement a pilot 9 store remodel phase in Spring 2005
• Generate awareness of the new look and image over its brands
• Generate more throughput of people to its stores
• Make Kmart a more important presence in the community and lives of its’ customers
• Exceed customer expectations in both service and quality of merchandise (Day, 2003)

Achieving the Goals

1. Generate awareness of the new look and image over its brands – It is necessary to introduce a better quality more attractive range of products to its customers that will compete with its closes rivals. This means getting closer contact with customers and determining the range and type of products required.
2. Make Kmart a more important presence in the community and lives of its’ customers – Getting closer in contact and communications with its customers and helping them to enrich their lives by “giving back” funding to local community projects. Generating customer loyalty i.e. we shop at Kmart because they care about us.
3. Exceed customer expectations in both service and quality of merchandise – Provision of over the counter service, friendly staff helping you with shopping needs, provision of a better class and quality of merchandise i.e. better brand image of goods.

Effective Goals

Through the program of change Kmart achieved:

• Provision of some $200,000 to local communities, facilitating a host of community improvement projects
• Fostered a sense of goodwill with local communities – relationship building with customers
• Launch of many new brands of quality goods.. ” JOE BOXER is the latest addition to Kmart’s stable of high-quality, value-priced exclusive brands, such as Martha Stewart Everyday, Jaclyn Smith, Disney, Sesame Street, Kathy Ireland and Route 66 ” (Merchandiser, 2002)

Bibliography

Anon. (2009). KMart Corporation. Retrieved 10 18, 2009, from Hoovers: http://www.hoovers.com/kmart/–ID__10830–/free-co-profile.xhtml

Day, J. (2003, 5 3). ‘Exceeding Customer Expectations’ Is Top Goal of Kmart’s New Merchandising Execs. Retrieved 10 18, 2010, from Progressive Grocer: http://www.allbusiness.com/retail-trade/food-stores/4254676-1.html

Merchandiser, R. (2002, 7 6). Kmart supports Joe Boxer Launch. Retrieved 10 18, 2005, from All business: http://www.allbusiness.com/retail-trade/4295430-1.html