This paper is aimed to analyze the current strategy of thecompany. During the conducted research, the strategy of Kohl’s retail storewill be evaluated from different aspects. Based on the information discovered,the paper is intended to detect weakness and issues in the current strategy andthus, offer a realistic alternative solution to the existing and potentialproblems. The main objective is to answer a strategic question regarding thecompany, and to address the aspect that the emergency of e-commerce createssubstantial obstacles and challenges for the companies within the retailindustry. The CEO of Kohl’s said:”As we move to an Omnichannel world — and we’re there — we are looking tobe one of the best-in-class Omnichannelretailers.
” 1Thequestion to be answered by the end of the paper is: HowKohl’s is going to gain and maintain customers in the world where shoppingalternatives can be evaluated within one click of a button?Why retailindustry?The author of this paper has chosen to analyze the retailindustry specifically for the reason that nowadays, with the growth of thee-commerce it becomes difficult for the department stores to face new changewith dignity. The main reason why the researcher decided to analyze thisindustry is because the actual threat caused by e-commerce has a strong pressureon the industry, and cannot be controlled or avoided. In order to stay in thebusiness and remain profitable, companies should promptly respond to themassive change. It will be captivating to analyze a company within the retailindustry and see how companies within that industry are trying to face themassive challenge of 21st century.Why Kohl’s company?Kohl’s Corporation operates department stores in the UnitedStates.
2 Thedepartment stores offer national and private label brands in various productcategories, including apparel, footwear, accessories, beauty and home products.3 Being a typical retail storethat is also hit by the major change, the author considers this a great exampleto analyze. As mentioned, this store offers a great variety of products fromaccessories to home. These products can be easily purchased online, or fromcompetitors that offer better deals, so Kohl’s should definitely consider thisaspect while adjusting the strategy. Another reason for choosing this company isthat Kohl’s has already started to implement a strategy that would respond tothe changing environment. Because of the crisis in retail industry, many retailersare closing their stores.
However, Kohl’s has decided to solve the issuecreatively. The stores will be just smaller in size, and not closed completely.4 The author considers thisstrategic move as a unique and creative one, and wants to analyze all thepossible outcomes of the new approach.
1 Reagan, Courtney, and Berkeley Lovelace Jr.”Kohl’s is looking to steal customers from its struggling rivals asback-to-School shopping heats up.” CNBC, CNBC, 18 July 20172Bloomberg.com, Bloomberg,www.bloomberg.com/research/stocks/private/snapshot.
asp?privcapId=61243 “Kohl’s Corporation.” Kohl’s Corporation Marketline Company Profile, 13 Jan. 2017, pp.1-29. EBSCOhost,search.ebscohost.com/login.
aspx?direct=true&db=bth&AN=121440404&site=bsi-live. 4 “Instead of Closing Stores, Kohl’s Puts Them on aDiet.” Sctweek, 24 Feb. 2017, p.1. EBSCOhost,search.ebscohost.com/login.aspx?direct=true&db=bth&AN=121462766&site=bsi-live.