scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 1,055
K-marts upper management is attempting to bring K-mart upmarket without losing the chains discount image The goal is to change the stores image from a no-frills discount store to a retailer of quality brand-name merchandise offered in modern attractive displays K-mart is attempting to change with its typical customers who are now more educated and sophisticated than earlier in the stores history K-mart assembled a senior management team to evaluate the impacts that emerging social economic and political changes in the United States would have on the future of the business This team was called the F-Team Once the F-Team completed its report K-mart management asked for specific marketing strategies to address each scenario from the F-Teams report Of all items in the report Americas changing social class and income structure is of particular importance The primary customer base for K-mart has been the middle class group This group comprises about 32 percent of the population Members of this group often buy products that are popular and trendy They tend to be very concerned with fashionMiddle class size is in decline due to the influences of international competition There is increased competition between countries for the labor pool Third world workers are willing to accept wages that are up to a third less than United States workers will accept for the same tasks American labor premium is disappearing causing a significant downward mobility and an associated diminution of living standards and purchasing power The group affected is K-marts predominate customer base This is cause of great concern to the upper managementAccording to the case study this scenario will place the top group in the new social structure of the United States at about 25 percent of households while the bottom will represent close to 65 percent The bottom K-marts customers will suffer decrease purchasing power as a result of this shift Upper management must create a public image makeover in order to attract customers from
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA