Case Study on Khol’s Department Store

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1.Maung Wan
Tun—
[1922275630]
2.Akib
Mahmood
Tanim—
[1931539630]
3.Afrin Akter
Mim— Group-3
[2011472630]
4.Mst.
Miftahul
Jannat Juhi—
[2011553630]
5.Willim Course code: MGT212

Hrittik Gomes Section: 13

Instructor Name: Asma Azad Akhi
—
[2011702630]
6.Md. Jahid
Sarker—
[1922061030]
 Ans. to the Question No. 1

Kohl's is a department store company, which is based in Wisconsin, USA. It

operates a chain of stores, having more than 1,050 department stores in the
USA. It sells various products, including clothing, furniture, footwear,
dinnerware, cooking tools, etc. According to the case the managers at Kohl's
had to deal with several external trends. Such as identifying their target
demographic and variable age, understanding the needs of consumers, physical
store location to be accessible for customers, the political and regulatory, the
economic, the technological component, the social and cultural component and
most importantly the competitive component.
Demographics is an important external component for managers. Kohl's target
market is women ages 25 to 54 who have children and a moderate annual
income. They target young mothers, who typically don't have time for long
shopping and don't want to face parking hassles. The manager has to determine
their store's location carefully as their targeted customers don't have the time for
long shopping and facing parking problems. Therefore, Managers have to
ensure that the target market is in the area before they begin to build a branch
store. So establishing a branch store that there is a demographic in a specific
area that fulfills the target markets criteria is an important piece of information
for upper level management. Upper level management will keep track of
changes by perfectly changing themselves on the demographics through the
census or perhaps conduct surveys storewide. Maintaining a flow of correct data
can make sure the company’s success.
People’s needs also change with the passage of the time and economic
conditions. The kohl’s managers have to keep an eye on the needs of their
targeted customers. The manager also has to understand the customers' needs.
They have to bring more casual and national brands at a low price to continue
attracting their targeted customers. They have to maintain the quality of their
apparel.
Beside this, the managers of kohl’s also handle the political sector and the social
and cultural components.
Another major external trend the manager has to deal with is their existing
competitors. Competitors like JC Penney, Sears, and Macy’s have copied Kohl's
approach. Retailers such as Old Navy and American Eagle have shifted their
target customers to moms. They are making clothes that appeal to moms.
 Ans. to the Question No. 2

Kohl’s is a well-known departmental store. In a challenging external

environment kohl’s still managed to find way to continue its success. But day
by day the competitors of kohl’s are increasing, which is why kohl’s have some
serious challenges ahead. If I were the manager of kohl’s I would go for serious
external information to improve our sales and customer satisfaction. A retail
manager’s job is to run a corporation or a store successfully. As a manager of
kohl’s headquarters, I would make sure that the stores are running properly and
ensure customer for keeping up the store’s profit good. For that I would be
focusing on gathering some very needed external information, which will help
me not only know the market demands but also the demographic shifts of
market and other customer behavior. I would need and would consider
demographic and technological information. Having the demographical
information is crucial in light of the fact that the requirement for interfacing
with shoppers is getting progressive fundamental so as to construct a client base
and increment retention. As kohl’s marketing strategy is copied by others, I
would make this information as my first priority to gather information that how
much other competitors copied. I would gather information like what
approaches other shops do to sell or attract and what type of decoration they are
doing. I might also gather information like what customers really want, as they
do not like to be in a long line to shop or any kind of parking hassle, which lead
them to a bad shopping experience. The main information I will gather is what
we are really focusing on to sell our product or to make a good profit. I would
try to fix what laggings we have and would change a lot of things like our
store’s decoration, our marketing strategy and will and sections and other stuffs
for low budget and high budget customers. It will help kohl’s to continue
making good profit and will help me be a good manager.

References:

1. Corporate.kohls.com. 2020. [online] Available at:

<https://corporate.kohls.com/content/dam/kohlscorp/investors/landing-
page/Kohls2019FactBook_updated052920.pdf> [Accessed 20 July 2020].
2. Strategic Management :: Political And Regulatory Forces
https://www.strategy-formulation.24xls.com/en104