A company that I think would benefit from repositioning is Sears. Sears was once one of the biggest players in the retail industry. Once a place you can purchase almost anything has seemingly fallen by the wayside. In 2022 there are less than 200 Sears stores that are still open. Like many other big box retailers, Sears seems to be unable to keep up with the times and consumer behavior. Rapid technological advances leading to an increase in online shopping played a role in its fall. Shopping online has become much more convenient for consumers. There are many ways Sears can reposition itself. One way is to change the market perception of the brand. This can be achieved through promotional messages.
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