Marketing

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Introduction:
The impact of the competition in the modern world of business is seen to increase in a
notable manner in recent years and that is considerably influenced by the effect of the
globalization (Ying, Chang and Lee 2014). The increment in the intensity of the competition
in the business world is seen to place the organizations in such a position where the
companies are facing the threat of survival. Majority of the business analysts are seen to
consider the entry of the new organizations to be one of the fundamental factors responsible
for the increment of the intensity of the business competition. On the other hand, some of the
researchers are able to term the rise of online retail as one of the main threat for the
established brick and mortar companies. The retail business industry is seen to face the heat
in the most prominent manner and that is pretty evident with the urge of the major
organizations regarding their business restructuring. The paper discusses regarding the
business alignment of the major organizations such as the Kmart, Big W and Target
Corporation in response of the evolution of the online retail business operations. The paper
provides a significant comparison regarding the marketing mix of the mentioned business
entities with a precise focus on the urge of the companies in creating a unique position in the
market. Along with that, the paper assesses the activities and the strategies that the companies
undertake for the creation of the value for their customers. Apart from this, the paper presents
an important analysis regarding the usage of the companies of the socially responsible
product decisions for capturing the customer value.
Market Evaluation:
Considering the dynamics of the retail market, it is understandable that the companies
with considerable amount of dependence on the departmental stores, are facing significant
amount of difficulty in maintaining their business growth intact for a longer period of time
and that is evident with the business operations of the organizations such as the Kmart, Big

2MARKETING
W and Target Corporation. However, the size of the departmental store market is seen to be
considerably limited for growing business of such stable business organizations. Along with
that, the increasing entry of the online retailers is seen to provide very little amount of scope
for the companies to operate in an efficient manner in the market. As the mentioned business
industry is notably limited in terms of providing the scope to conduct the sustainable
business, the fluctuations in the growth of one organization bears the positives for the growth
of the other organizations. The scenario is evident with Kmart’s decline in the performances
where the company failed to continue their store sales as it falls 0.6 during mid- December
(Afr.com 2019). This forced Wesfarmers to experience a significant down of nearly 5 percent
in their earnings (Afr.com 2019).
The decline in the performances of Kmart opened the doors for competitor
organizations such as Big W or Target and that is evident with the increment of same store
sales of Target of nearly 0.5 percent (Afr.com 2019). Along with Target, Big W was able to
capitalize the low profitability of their competitor which was visible with the expectation of a
2 percent rise in the December quarter (Afr.com 2019). The above mentioned statistics of the
improved business operations from the part of the mentioned company were identified as the
best sales performances of the company from the year 2013. However all the mentioned
companies were observed to face the impact of the shift of the customer focus towards the
online retailers (Afr.com 2019). The modern customers are observed to prefer the online
retailers in a more prominent manner than that of the discount department stores and under
such situation, it becomes important for the companies to make sure that they manage the
customer expectations in an efficient manner for staying relevant to the business market.