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LETTERS TO THE EDITOR

Kmart Fails to Evolve With Market Changescommentary on the Kmart problem ["The Lack of Marketing Drove Kmart to Bankruptcy," SN, Jan. 28, 2002, Page 8].You hit the nail on the head regarding the marketing decision -- going to an EDLP offer -- that led to the fast slide to Chapter 11. A decision to change an entire business philosophy at the most critical time of your selling season is either a monumental

Kmart Fails to Evolve With Market Changes

commentary on the Kmart problem ["The Lack of Marketing Drove Kmart to Bankruptcy," SN, Jan. 28, 2002, Page 8].

You hit the nail on the head regarding the marketing decision -- going to an EDLP offer -- that led to the fast slide to Chapter 11. A decision to change an entire business philosophy at the most critical time of your selling season is either a monumental mistake or positively brilliant. It is fraught with risk and I expect prudent business people to err on the side of caution. It seems this is exactly what Kmart did not do.

However, the problems at Kmart began long ago when they allowed technology and good business practices to pass them by. Every business should regularly examine the market and their place in the market and adjust accordingly.

Kmart hadn't successfully evolved. They were trying and were actually improving merchandising and pricing but weren't effective in conveying the changes to the public. And, at the time they could have made the most impact, they almost withdrew from the market. As you observed, no one got the message.

Bruce Varney marketing director United Grocers, cash and carry Portland, Ore.

K-Martha Strategy Could Be Discounter's Salvation

You cut right to the heart of things and were logical and concise in the ["The Lack of Marketing Drove Kmart to Bankruptcy," SN, Jan. 28, 2002, Page 8]. I wonder about a marketing tactic [for Kmart] that might accomplish all you prescribed and more: Just have K-mart change its name to "K-Martha." That would give positioning, capitalize on a big asset and make it fun for consumers.

Carol L. Christison executive director International Dairy-Deli-Bakery Association

Madison, Wis.