KMART Rebranding Market Plan Student’s Name Institutional Affiliation Executive Summary K-Mart is a departmental store chain headquartered in the United States. It has been experiencing challenges of low sales and has closed many stores. The rebranding plan will seek to help the company increase its sales in its stores and e-commerce platforms as well as raise its customer satisfaction levels. The plan will involve advertising on television and social media and training employees on customer service. The campaign will be implemented within one year. The plan projects that the retailer will achieve a 10 percent increase in revenues in its physical stores 60 percent increase in online stores and 95 percent customer satisfaction level. Company Overview K-Mart is a departmental store chain that sells apparel jewelry food electronics and beauty products. The corporation was founded in 1916 by Sebastian Sepring Kresge but opened its first named K-Mart store in Wal-mart dominates but Amazon is catching up. Forbes. Retrieved from www.forbes.com Hoeffler S. & Keller K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management 10(6) 421-445. Laroche M. Habibi M. R. & Richard M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media. International Journal of Information Management 33(1) 76-82. Peterson H. (2016). These photos show why no one shops at Kmart anymore. Business Insider. Retrieved from www.businessinsider.com Porter M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors. Simon and Schuster. Pride W.M. & Ferrell O.C. (2016). Marketing. Cengage Learning. Smith A. & Anderson M. (2016). Online shopping and e-commerce. Pew Research Center. Retrieved from www.pewinternet.org Tanner J. F. & Raymond M. A. (2014). Principles of Marketing Version 2.0. Washington DC: Flat World Knwledge Inc.Wimmer R. D. & Dominick J. R. (2013). Mass media research. Cengage Learning. [...]
A 10-12 page marketing plan paper for rebranding of K-Mart. Following previous outline. Instructions with the requirements are in the uploaded documents.