Kmart's Marketing

Kmart's marketing goals will consist of changing the store image to a no-frills discount store to a retailer of quality with brand name merchandise and attractive modern displays, increase competition among competitors, build stronger service providence within the company, and consolidate product offerings. With changing the store image the objectives for Kmart are to change the store layout to a more practical and less cluttered format with consistency. The change in the store layout will involve "centricity", therefore would renovate stores to a standard layout and allow a friendlier customer environment that will drive customer engagement and customer retention. The aisles and shelves will be shortened and will not be towering too high over the customer to allow easy viewing and accessibility. In the change of the quality there will be exclusive clothing lines from celebrities and name brand kitchenware and merchandise to be sold within the store. The store image will change with better lighting and color changes to bring the store up to a more attractive image that wouldn't deter the consumers. With the increase on competition with other competitors the objectives would involve low pricing to compete with the leading competitors to drive consumers away from them to Kmart, and without sacrificing quality but providing a better service and higher quality product for a reasonable price targeting mid to low range income buyers. In building a stronger service, the company must train the coworkers to be more friendly and interactive with the consumers and provide up to date information about the stores offerings and products. Lastly the marketing goal to consolidate product offerings the company will take on the objective to sell name brand products and provide exclusive celebrity clothing lines such as Selena Gomez and Sofia Vergara.

Control of the company's marketing plan will involve improving customer perception, maintain proper inventory levels, keep up with buyer preferences, improve supplier relationships, management of capital investment funds and improve management. Obstacles would be obtaining the ability to train management and workers to be knowledgeable and control the changes needed to improve Kmart. A contingency plan for Kmart is to become a top competitor in the discount retailer industry and build a stronger brand image. Kmart will have a merchandise optimization implementation in the internal environment to determine buy quantities, flow inventory to stores, manage inventory seasonality, and analyze its performance which will help put the right product in the right store to the right customer at the right time.