Marketing Theory Pt. 7

Marketing Theory Pt. 7

Appendix 1: Sears Internet Traffic Comparison (Reach)

World Internet Population

Data Source:  www.alexa.com (traffic) and www.internetworldstats.com/emarketing.htm (population).

 

Appendix 2: Net Income and Internet Traffic

Data Source – Morning Star

Wal-Mart          Net Income       Percentage of Total Internet Traffic[1] (Christmas Reach)

2005                 $10.2 B            .72 %

2004                 9 B                   .41

2003                 8 B                   .32

2002                 6.7 B                .175

2001                 6.3 B

2000                 5.4 B

1999                 4.4 B

1998                 3.5 B

1997                 3.1 B

1996                 2.7 B

1995                 2.7 B

 

Data Source – Sears.com

Sears               Net Income       Percentage of Total Internet Traffic incl. landsend.com

for 2002-05(Christmas Reach)

2005                 .6 B[2]                .26%
2004                 1.1 B[3]              .26

2003                 (.62 B)              .167

2002                 (3.2 B)              .185

2001                 (2.4 B)

2000                 1.3 B

1999                 1.5 B

1998                 1.0 B

1997                 1.19 B

1996                 1.27 B

1995                 1.24 B[4]

 

Data Source – Morning Star

Target             Net Income       Percentage of Total  Internet Traffic       (Christmas Reach)

2005                 $1.9 B[5]            .62%

2004                1.8 B                .32

2003                 1.7 B                .175

2002                 1.4 B                .145

2001                 1.3 B

2000                 1.1 B

1999                 0.94 B

1998                 0.75 B

1997                 0.43 B

1996                 Unavailable

1995                 Unavailable


[1] Internet traffic data was only available from 2002 to 2007 from www.alexa.com

[2] Combined Sears and Kmart data

[3] Combined Sears and partial Kmart data

[4] Income from discontinued operations in 1995 was $776 million. This was subtracted from the reported net income.

[5] Income from discontinued operations in 2005 was $1,313 million. This was subtracted from the reported net income.

 

Appendix 3: Monsters of Online Retail

Figure 3. Head-to-Head Comparison of Daily Reach of World Wide Internet Traffic

Lands End Internet Traffic

This case was about e-Business and e-Commerce. To help put things into perspective, it has helped to observe where Sears.com and Landsend.com rank when compared to brick and mortar rival Wal-Mart and to pure-play giants like Ebay.com and Amazon.com.

The tan-brown line at the bottom of the chart is Landsend.com, the green above is Sears.com, followed by Walmart.com. Ebay.com is red and Amazon.com is blue. Even Wal-Mart’s Internet presence pales when compared to Amazon and eBay.

Daily Reach Internet