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market changes that Sears underwent in the early 1990s. This case shows how dynamic the retail market is. 1. What were the major changes that Sears made over time? The major changes involved altering dramatically the strategy and structure. Martinez sold off unprofitable ventures, including the famous Sears Tower. He also dramatically changed the target market, attempting to sell women’s clothes and market to the “middle-American mom.” When the CEO changed in 2000, the new CEO made more dramatic changes, including emphasizing “hard side” appliances and tools as opposed to clothing. 2. Search for recent articles on Sears that describe the impact of these changes. How effective have its recent change efforts been? Answers will vary. This allows students to see how dynamic the retail environment is. You could also have them examine how the competitors respond to the changes that Sears makes.
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