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Key Questions:Sears Case Study1. Was the decision to merge K-mart and Sears a good strategicmove to compete with discount retailer and cost/market leaderWal-Mart and to increase market share?-I think the decision was not a good strategic move because bothcompanies had issues in growth and revenue in the past and continuedafter merging. The management believed it will increase the marketshare but they had management and strategy issues which affectedboth of them to compete with other businesses.2. According to analysts, building a brand image is key to thesuccess of the Sears Holding Company. Why is it important forthe Sears Holding Company to establish brand identity sufficientto create a distinct retail experience?- Its important to have to establish a brand identity because having theirown store brand instead of product line will give them their ownidentity to differentiate from others. Also having a brand identity
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Kmart,Sears Holdings Corporation,Sears Holding Company