Sears Goes Swingy for Tweens and Teens - Term Paper Example

? Sears Goes Swingy For Tweens and Teens Task Sears is the departmental store chain based in the U.S. It was established in the late 19 century by Richard Warren Sears. The firm passed through various challenges, which strengthened it in the process. These challenges were in the form of competition in the targeted market caused, in part, by the consequences of the Second World War. It was formed to meet clients’ needs by providing new products into the souks. The record Sears invented helped in controlling the market prices from soaring. A balanced market price was formed as a result of the implementation of the various strategies into use. Sears has invented diverse strategies to control shopping tendencies. It included rewards and grants into its system. It created a self image through various strategies, like the use of social net, leading to dynamic relationships within the society through partnership with other companies. Sears is an example of the firm that incorporates successful marketing activities into its operation. The company is working towards becoming an investment boulevard because of the high level of retail target it makes compared to other retail stores. Introduction Consumer behavior is an issue of concern amongst consumers and relevant authorities. Sears is the company that is constantly changing its advertising techniques to gratify the requirements of clients. The company targeted markets are teens, and the promotion systems the company uses are online and social network scenes. These techniques create awareness of the needed products that the firm offers to its targeted clients. This unit examines the images, commodities, and the marketing strategies used by Sears in the achievement of its objectives. 1 The image of the company immensely determines how a business is perceived amongst various concerned stakeholders. Stakeholders of a company comprise of individuals contributing the start-up capital, the purchasers of end products, and individuals affected by the company’s actions. Company’s image is what attracts clients to choose a business over other existing businesses providing the same products or services. “Do not Just Go Back. Arrive,” Arrive Lounge is an attractive site commonly associated with the teens. Sears had noticed a decrease in the purchasing trends of the products it produces, therefore, having invented the strategy “Don’t just Go Back. Arrive, “to help in augmenting the sales of its products by enticing the clients to purchase from their departmental stores (Nickels, 1980). The partnership between Sears and social networking cites was aimed at improving the company’s image and increasing product sales of the company. Social network scenes serve as effective channels for reaching targeted markets in scenarios where the targeted market is composed of teens and tweens. The scenes also serve as interactive forums where a significant number of teenagers spend their time searching for new information or interacting with friends online. The choice by Sears to reach its targeted market via the social network scenes is of immense benefit to the company because it easily identifies with the client’s needs. The identification with the clients creates for the company an upstanding image leading to the development of brand loyalty by consumers (Hadden & Luce, 1923). 2 Sears offers diverse fashionable clothes to clients and to the wider targeted market. Consumer behavior in the purchase of the clothes is different amongst clients because of demographic features present in the society. Families prefer shopping for Sears’ clothes to other clothes produced by other companies. This because it offers descent clothes like maternity clothes that are relatively affordable and are designed according to an individual’s taste. Secondly, the company presents a range of clothes to Christmas shoppers. Families round the globe highly uphold festivities period, and Sears provides clothing solutions during these periods. The designs for manufacturing clothes in the company differ among the younger and older generations. The dressing gap between the parents and kids is bridged because the clothes provide an interaction avenue between them. This is because there are no noticeable differences in the clothes a parent and kid wears; thus there is no conflict brought about by perceptions of an individual’s dressing mode. The mode of dressing between the younger and older generation is bridged by the dressing modes brought by Sears’ clothes. This is because the social and online scenes provides a discussion forum where in individuals in all age brackets air out their thoughts on generational; dressings (Hawknis, Mothersbaugh & Mookerjee, 2011). 3 Sears has incorporated the use of technology and rewarding of employees as strategies of increasing its sales, and preventing the company from falling out of the market during harsh economic periods. Technology has significantly augmented the sales of the company’s product because of the ease of creating new clothing designs. Secondly, the employees’ reward system incorporated in the company motivates the employees to offer their skills and talents in the production of the company’s product. The clients have also increased their purchasing propensity because of the allure of free gifts provided for repeated sales of a product, and loyal clients of a company (Steele, 2010). 4 The online and communal efforts displayed by Sears are effectual because of the changes in the clients’ purchase trends. The use of social network has significantly altered teens’ and tweens’ attitude towards the company’s product. The alteration in attitude and attribute is because the online and social scenes easily identifies with the targeted group. The information is passed through peers and advertisements that are appealing, as a result, decision making amongst the teens and tweens is quick (Stair, 2011). 5 Direct marketing can serve as a substitute policy the company uses to reach the tweens and teens. It serves as an interaction tool for reaching the targeted audience because it has a measurable and undeviating answer. It provides the company with an opportunity to make an enticing proffer like conducting road shows to promote and increase the sales of their commodities. It takes into consideration the psychographic factors of a company like the teens sand tweens culture. This will involves a complete knowledge of the products that are in fashions and are appealing to the youths (Doyle, 2008). Conclusion Conclusively, Sears’s success as a company is closely associated to the numerous strategies incorporated in the daily activities of the company. The strategies have created a positive image to the company mounting the volume of sales and profits the company earns. The clothes produced in the company bridges the generational gap between parents and children leading to brand loyalty of the company’s products. The social and online scenes have profoundly altered consumer behavior towards the company’s product. They are influenced by their peers and other figures branded as heroes into developing a brand loyalty towards the commodities produced in the company. References Doyle, P. (2008). Value-based marketing: Marketing strategies for corporate growth and shareholder value. Chichester, England: John Wiley & Sons. Hawknis, D. I., Mothersbaugh, D. L., & Mookerjee, A. (2011). Consumer behavior: Building marketing strategy. New Delhi: Tata McGraw Hill. Hadden, B., & Luce, H. R. (1923). Time. New York, etc: Time Inc. Nickels, W. G. (1980). Marketing communication & promotion by. Columbus, Ohio: Grid. Stair, R. M. (2011). Fundamentals of information systems. New York: Cengage Learning. Steele, V. (2010). The Berg companion to fashion. Oxford: Berg. Read More