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Radioshack Marketing Issues

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Submitted By dmv5091
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MKTG 445
March 23, 2015

RadioShack Over the last 20 years, RadioShack has seen a decline in sales, market share, and overall popularity. The plummet in stock is astonishing, as it went from $78.50 in 1999, to $2.66 in 2013; and they are now valued at only $270 million as an international retail chain. In the last few years, they have faced stronger competition and continuously fail to target a niche market. This means that they have not established a group of people to market to, or a certain set of products in which to successfully sell them. Being in the electronics industry is always dangerous because of the varying worldwide trends they see, and RadioShack made a big mistake by attempting to meet the wants of “all” electronics customers. Instead of carefully targeting a niche market, RadioShack has attempted to offer the same products as, and compete with, global giants such as Apple, Best Buy, and Amazon. RadioShack began as a store that sold a large variety of radio equipment, accessories, spare parts, testing gear, and technician tools. With the constant change in technology and demand for it, they went away from their roots and something went terribly wrong. They decided to drop the idea of being an “old obsolete radio store” and attempted to shift into the 21st century, yet if you ask a millennial what they buy at RadioShack, the most likely answer is “nothing”. RadioShack attempted to adapt by bringing in cell phones, computers, and hi-tech consumer electronics, and kicking out old radio and broadcasting equipment. This led to the bankruptcy problem they have today because they are forced to face much larger competitors like HH Gregg, Best Buy, Apple, and other international electronics superstores. They went from being a leading competitor, (and almost the only real competitor in their niche) to contending against industry giants with extreme global presences, who can offer volume discounts and greater brand selection and options. Thus, negating any chance for RadioShack to offer competitive promotions or prices on the same products. Not to mention competing cell phone stores, like Apple and Samsung, that offer data plans, discounts, and provide kiosks throughout malls and shopping centers. Essentially, RadioShack left a fairly exclusive market segment in order to jump on board with the hottest trending products, in a failed attempt to create business for years to come.
Another main issue that arises from losing your niche and attempting to compete with global giants is the loss of a brand and its reputation. RadioShack is now looked at as an old obsolete electronics store because they failed to maintain a large, unique, and positive, brand image. This is why RadioShack is now focused more on expanding their global footprint and opening new, unique, concept stores in international locations (Kaula Lumpur and Mid Valley Megamall), to establish positive brand recognition. In these concept stores, currently located in Dallas, New York, and Washington, RadioShack has attempted to revamp their stores and services. They have modernized the look and feel of the in-store experience. They are also emphasizing service repairs for smartphones and other hi-tech electronics and gadgets. Since offering these services, the remodeled stores have seen an increase in sales and traffic. This could offer an idea of where RadioShack will need to go for future success. Another of their biggest worldwide problems is the emergence of e-commerce, specifically Amazon, where you can find anything that RadioShack has to offer, usually for a better price. For example, a 20-pack of lithium ion batteries on Amazon goes for $8.99 while a 3-pack at Radioshack.com is $12.99. RadioShack has made almost no online presence, accounting for only 1% of their sales. Because RadioShack has outsourced their online business and not paid enough attention to the e-commerce market, they are now behind their competitors and have lost customers forever. The products offered by RadioShack tend to be available at other, more well-known, stores that offer greater value or cheaper price. In turn, customers will look elsewhere and leave this deteriorating retailer looking for answers. Because of their neglect of the e-commerce market, they have missed out on crucial years of establishing and building an online presence. I believe that the best way for this retailer to regain success is to go back to its roots and establish an e-commerce channel. For RadioShack, technology may have changed, but there is still a niche market for radio components and accessories as well as the repair services they are offering. SOURCES: 1) http://www.wsj.com/articles/radioshack-lifeline-only-buys-a-little-time-1412548853

2) http://247wallst.com/special-report/2012/06/21/247-wall-st-10-brands-that-will-disappear-in-2013/3/

3) http://blogs.marketwatch.com/behindthestorefront/2014/03/04/apple-takes-a-bite-out-of-radioshack-best-buys-market-share/

4) http://www.trefis.com/stock/rsh/articles/216655/radioshack-takes-its-concept-stores-to-the-international-market/2013-11-25

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