Company
RadioShack tunes into the needs of its customers. The company is a
leading consumer electronics retail chain that operates some 4,300
stores in the US, Mexico, Puerto Rico, and the US Virgin Islands. Its
shops and website offer a variety of products
The company operates over 4,000 stores around the US. In
conjunction with target mobile, Mexico stores and dealer & other
there are a total of 7,272 stores.
Company
Financial Overview
Financial Performance
Products
Ready for Sale
Cell Phones &
Accessories
AT&T, Sprint, Verizon
• Apple
• Galaxy
• ZTE
• Groove
• Kyocera Kona
• HTC
• Huawel
• Alcatel
Television
•Apex
•GPX
•Haler
•Phillips
•RCA
•Samsung
•Sansui
•Toshiba
•ViewSonic
•Vizio
Satellite Radio
•SIRIUS
•Sirius-XM
•XM
Blu-ray & DVD
Players
•GPX
•Panasonic
•Phillips
•RCA
•Samsung
•Toshiba
•Naxa
Projector Systems
•AAXA
•BenQ America
•Canon
•Casio
•Optoma
•ViewSonic
•Vivetek
Streaming Media Players
•Actiontec
•Apple
•Audiovox
•D-Link
•FAVI Entertainment
Speakers
•AUVIO
•Acoustic
Research
•Alesis
•ArchiTech
•BIC America
•AudioSource
•Boss
•BRAVEN
•Beats by
Dr.Dre
•Vmatsunichi
•Netgear
•Omnibox
•Roku
•Sherwood
Products & Services
Hobby & Do-It-Yourself
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DIY Projects
Binoculars & Telescopes
Batteries & Power
Metal Detectors
Outdoor & Camping
Work & Safety Wear
Hobby Projects & Kits
Solar Power
Chemicals, Tape & Adhesives
Component Parts
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Connectors & Connectivity
Fuses
LEDs
Miniature bulbs & Lamps
Test & meter Equipment
Tools & Soldering Equipment
Wire
Wire & Cable Management
Services
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Screen Replacement
Mobile Product Support
Trade & Save
Mobile Security & Virus Removal
IT Happens Protection Plan
RadioShack Credit Card
DISH Network
Target Audience
RadioShack segments it audience using concentrated targeting.
The target market for RadioShack is ages 15+ but can be divided
into the following smaller target strategies:
• targets ages 15+ for cell phone advertisement and cell
phone chargers
• targets 17+ for their Sirius XM radio system for people who
drive cars
• targets 30+ for people who own houses and want to buy a
home entertainment system
• targets men who like to “Do-it-yourself” working around the
house and for other personal reasons.
Competition
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50,705.00m gross revenue
Low price guaranty
Gives free shipping online orders over $25
Gives the option for a Geek Squad protection plan to
replace and/or fix product
Free store pickups (buy item online and pickup in
store)
469,162.00m gross revenue
90 day return policy
Give “value of the day” and “value of the hour” specials,
which give consumers sales on specific items each new day
and hour
They offer a Savings Spotter browser extension online to
help customers find cheapest prices for specific products
SWOT Analysis
Strengths
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Strong supporting infrastructure
for retail operations
Multiple store model approach
increases RadioShack’s
customer reach
Weaknesses
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Opportunities
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Favorable trends in the US
consumer electronics market
RadioShack to grow on the
popularity of private label market
Growing Ecommerce trend in
the US
Declining financial performance
Customer relations
Threats
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Intense competition to
pressurize margins
RadioShack’s manufacturing
sources could increase related
risks (tariffs, import/export, etc.)
High labor costs
Information from MarketLine 2013
Problem Identification
Too Many Unknown Providers
Poor Return Policy For Electronics
Poor Advertising Placement
Poor Customer Relations Management
Recommendations
Michaela Boccia
Concentrate on wireless phone market:
Segment its target audiences based on their needs
Focus on offering customers what
the competition does not:
Better customer service, better products
Sponsor Sports Teams
Recommendations
Jena Bitsko
Eliminate unknown providers:
Costs more to ship than what is profitable
Invest in quality brands (B2B):
Samsung, Apple, Windows, LG
Rethink advertising quality and placement
Recommendations
Vinny Bruzzese
Past Mistakes
Staying Updated
Social Media
Recommendations
Melissa Bevilacqua
Refocus on customer relations management (CRM):
Social media management: Blog focused on equipment reviews with
humorous content creation. Offer customer service interaction
through a Facebook application.
Think about rebranding RadioShack into Tech Support Business:
Rehire support technicians, provide tailored technical support that
succeeds the service Best Buy’s Geek Squad offers.
(Forbes)
Spend the money used on purchasing unreliable and faulty equipment
and buy advertising to rebrand the company
Thank you!
Questions or comments?