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Executive Summary For Kohl's

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About Kohl’s
Kohl's is a retail company determined to deliver consumers with the best quality products and merchandise possible. Their corporate philosophy is that the customer is principal and that all strategies must be directed toward providing a localized product offering and shopping experience to targeted consumers through department stores and online websites. Kohl’s has been opened for more than 50 years and is one of the largest discount department store chains in the United States, having more than 1,160 department stores in 49 states (Company Research Report, n.d.). Kohl’s product mix includes household items, clothes, shoes, cosmetics, leather products, and electronics (Company Research Report, n.d.). Their overall strategy is family-focused by offering consumers quality inexpensive name brand products.
History
The first Kohl's …show more content…

To attain this target, a marketing budget of $10M will be needed. This will allow Kohl’s to reposition and compete against other big box stores such as Walmart, Target, Macys, and online giant’s like Amazon and eBay.
Situation and Analysis
Competition in the mega retail stores is becoming tougher and tougher. Various changes in this industry such as clothing, groceries, and electronics are making it tougher for stores to survive within the industry. As a result, Kohl’s needs to reposition itself by entering into new markets that will appeal not only to middle age women but the millennial generation. In addition, a PESTEL analysis and Five Force analysis will be performed to gain more insight in problematic areas that may also affect Kohl’s.

PESTEL Analysis of Kohl’s
This analysis can be used to assess Kohl’s external environment that may affect the company. PESTEL analysis are defined as Political, Economic, Social, Technological, Environmental, and Legal Factors that are specifically within an

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