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Table Of Contents Executive Summary2 Industry Description and Outlook3 Competition Foreign and Domestic 3 Emerging and Foreign Markets13 Market Overview15 A Brief History of the Major Player17 Environmental Analysis 25 SWOT Analysis29 Action Plan32 Conclusion33 Executive Summary What started out as a simple industry case analysis turned into an exhaustive report Home Depot the international leader in the do-it-yourself home improvement industry is second to none No competitor either foreign or domestic can compete with its size buying power or brand recognition Started in 1978 by two poor men Home Depot now dominates its market in Canada The United States and South America Its main competition in domestic markets is Lowes and they are only 13 the size of Home Depot Bernie and Arthur went on to become the CEO and chairman respectively of the company Over the years Home Depot has met with some adversity Groups such as World Forrest Foundation and sites like wwwhomedepotsuckscom have dragged the good name that Bernie and Arthur have worked to build through the mud While Home Depot has many strengths it also has many weaknesses as shown through the SWOT analysis The Industry The Do-it-Yourself Home Improvement retail industry has a projected value of 300 billion dollars According to Forbes Magazine that number is projected to double over the next five years The consumers of this industry fit into a wide spectrum of areas Both young and old male and female professional and non-professional fit into this market This market also includes both homeowners and renters alike Like the majority of the retail industry this segment also suffers from a great degree of seasonality However whereas most major retailers anxiously wait the Christmas season the home improvement retail suppliers do not The majority of this section of retails sales occurs during the warm months In addition almost 32 percent of the industries major players sales come from seasonal products
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