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KMART CORPORATION - ANALYSIS ON THE EXTERNAL FACTORS AFFECTING THE FIRMS COMPETITIVE ADVANTAGE AND THE INTERNAL RESOURCES AND CAPABILITIES CRITICAL TO LONG-TERM SUCCESS INTRODUCTION Kmart Corporation is a discount retailer and general merchandise retailer based in Troy Michigan Ranked 36 in the Fortune 500 Kmart is the second largest of such retailer in the United States in terms of sales volume In this extremely competitive arena of discount retailing Kmart is constantly adapting its existing strategies to emerging threats and opportunities in response to the challenges in the industry This essay will attempt to analyse the external factors affecting Kmarts competitive advantage in the industry using Porters Five Forces Model for the period up until the end of the accounting period for the year 2000 This will be followed by an examination of how its internal resources are structured and utilised to address these competitive external factors THE NATURE OF BUSINESS An overview of the nature and conduct of Kmarts main businesses is essential at this point to understand its position in the industry Kmart serves the domestic consumer market in the US though used to be an international retailer with four basic formats in 1999 the traditional Kmart Discount Departmental stores 202 units Big Kmart stores for general merchandise and convenience items 1860 units and Super Kmart centres for food and general merchandise 105 units Pearce and Robinson 2003 Kmart stores are generally one-floor freestanding units ranging in size from 40000 to 190000 square feet The customer base generally consists of low to mid-income families EXTERNAL FACTOR ANALYSIS Industry Rivalry Kmart faces an intense domestic rivalry The main competition are from the following three companies An industry competitive analysis follows the text Wal-Mart Stores Inc This current leader of the industry since 1991 till the present is principally engaged in the operation of mass merchandising stores Wal-Mart operates 2373 discount stores 1104 supercentres 512 SAMs Clubs and 19 Neighbourhood
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