Kohls new customer acquisition rate during the

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Kohl’s new customer acquisition rate during the holiday season was the highest they had seen in several years bringing in a 6.3% comparable store sales increase. The increase of the comparable store sales, indicate the success of the company’s current performance and probable future performance. Each of Kohl’s marketing campaign, has consistently been able to improve the sales of the company as seen by comparing the sales of the quarter the campaign was implemented in. Kohl’s continues to utilize their marketing strategies to bring success for the company, and the numbers validate that their campaigns are effective. The past marketing strategies have allowed Kohl’s to grow tremendously. If the How to Kohl’s marketing campaign succeeds like previous marketing campaigns, there could be equally or bigger successful results, making the company a good investment moving towards the future. Risk: According to Kohl’s financial results for the 2016 to 2017 year, the company has shown significant growth. However, financial statements from previous years before 2016 also display the inconsistencies in the company’s net sales. From 2013 to 2017, the company had stayed stagnant with a minor growth of $200 million in 2014. In 2015, total sales dropped by $500 million (Factbook 2017), but this sales drop should not be the final determining factor of whether Kohl’s is a viable company to invest in. Although the company may not have been exponentially growing from 2013 to 2014, the decline in sales of 2015 was not due to Kohl’s inability to produce profits that surpassed the year before. In 2015, many other corporations in America also saw sales and profits decline as overseas businesses were hurt by the strong dollar, falling oil prices, and uncertainty over China’s economy (Gillespie). The decrease in sales were also seen in Kohl’s major competitors, and the decline in economy affected many of the other business 6
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corporations. As previously mentioned, from 2016 to the current date, Kohl’s has improved and grown its sales. There is no guarantee in an economy or company’s sales and success, as it will change due to influences of other economies. However, according to President and Chief Executive Officer William C. Dudley, from the Federal Reserve Bank of New York, the outlook for the U.S. Economy in 2018 appears favorable for another year of above-trend growth. (Dudley). Tech Shield should still invest in Kohl’s as the growth seems favorable in the short-term, but may want to invest with caution in the future as the economy changes. Conclusion: Kohl’s Corporation has grown significantly in the past year through each of the company’s strong marketing campaigns. Although the company’s financial data shows fluctuations in its total sales, Kohl’s has been able to sustain their growth and succeed compared to their major competitors. Tech Shield may want to proceed with caution in the long term as the economy fluctuates, but should consider investing in Kohl’s as the company is currently growing significantly. Tech Shield should move forward with the investment with Kohl’s as the
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