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 Performance

Financial Overview

Company

Products

Cell Phones & AccessoriesAT&T, Sprint, Verizon

• Apple• Galaxy• ZTE• Groove• Kyocera Kona• HTC• Huawel• Alcatel

Television•Apex•GPX•Haler•Phillips•RCA•Samsung•Sansui•Toshiba•ViewSonic•Vizio

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

• Vmatsunichi• Netgear• Omnibox• Roku• Sherwood

Speakers•AUVIO•Acoustic Research•Alesis•ArchiTech•BIC America•AudioSource•Boss•BRAVEN•Beats by Dr.Dre

Satellite Radio•SIRIUS•Sirius-XM•XM

Ready for Sale

Hobby & Do-It-Yourself

• DIY Projects• Binoculars & Telescopes• Batteries & Power• Metal Detectors• Outdoor & Camping• Work & Safety Wear• Hobby Projects & Kits• Solar Power• Chemicals, Tape & Adhesives• Component Parts

• Connectors & Connectivity• Fuses• LEDs• Miniature bulbs & Lamps• Test & meter Equipment• Tools & Soldering Equipment• Wire• Wire & Cable Management

Products & Services

Services

• 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

• 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

• 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)

SWOT Analysis

Strengths Weaknesses

• Strong supporting infrastructure for retail operations

• Multiple store model approach increases RadioShack’s customer reach

• Declining financial performance• Customer relations

Opportunities Threats

• Favorable trends in the US consumer electronics market

• RadioShack to grow on the popularity of private label market

• Growing Ecommerce trend in the US

• 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 ProvidersPoor Return Policy For Electronics

Poor Advertising PlacementPoor Customer Relations Management

Recommendations

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

Michaela Boccia

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

RecommendationsJena Bitsko

Recommendations

Past Mistakes

Staying Updated

Social Media

Vinny Bruzzese

Recommendations

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

Melissa Bevilacqua

Thank you!

Questions or comments?