Executive Summary- Annual Marketing Plan Essay Example | Topics and Well Written Essays - 750 words

Executive Summary- Annual Marketing Plan - Essay ExampleTo address these, a brief background on Sears Holding Corporation would be introduced prior to expounding on the executive summary, as required.The history of Sears Holding Corporation is traced in 1886 when its incorporator, Robert Sears, started selling watches for the purpose of augmenting his offset of income as a station agent (Sears Chronology, 2010, par. 1). With hard work, perseverance and innovative marketing approach, the legendary growth and ability to meet challenges in its business environment led to its continued successful existence after more than a century of serving the customers needs. Today, bodily fluidh its merger with Kmart Holdings Corporation in 2005, it is considered the fourth largest retailer in the United States, behind Wal-Mart, The Home Depot, and Kroger (Stores.org, 2006). With the combined efforts of Kmart and Sears, the organizations executive summary of the marketing plan for the year appear s belowSears Holding Corporation (SHC) has win a successful profitability performance boasting of $1.8 billion of Adjusted EBITDA, an improvement of more than $200 million over 2008 (Sears Holding Corp. Chairmans Letter, 2010, par. 1). With the financial success despite the global financial crisis, SHCs five pillars of marketing strategy assisted in directing all efforts towards growth and improvement, to wit (1) Creating lasting relationships with customers by empowering them to manage their lives (2) Attaining best in class productivity and efficiency (3) Building our brands (4) Reinventing the company continuously through technology and innovation and (5) Reinforcing The SHC elan by living our values every day (Sears Holding Corp. Chairmans Letter, 2010, pars. 7 11).For the coming year, the objectives of the company are summarized herewith (1) focus on new and innovative products for the Kenmore laundry business (2) enforce leadership through heavy marketing efforts and