Solved Assignments The Home Depot® Fast Rise to Riches In 1978, co-founders Bernie Marcus and Arthur Blank tapped…


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The Home Depot®Fast Rise to Riches In 1978, co-founders Bernie Marcus and Arthur Blank tapped into America’s love of “big” and bargains when they started a chain of retail warehouses stacked floor to ceiling with everything a builder or homeowner could want or need. Thus The Home Depot® was bornLagging Sales In the early 2000s, however, Home Depot’s largest competitor, Lowe’s, gained sales faster. Its secret? Focusing on women customers. The home-improvement market is huge, estimated at a quarter of a trillion dollars. Roughly one-fourth of that (over $50 billion) consists of purchases made by women. Hardware retailers big and small began courting women— with features such as brighter lighting, wider aisles, and easy-to-reach shelves. “Do It Herself” The Home Depot decided to jump on the bandwagon, but it took this courtship one step further. It set up nationwide Do-It-Herself Workshops, taught by experienced Home Depot associates who offer hands-on demonstrations and step-by-step instructions for completing a project. The first workshop took place in May 2003. A little over a year later, more than 200,000 women had attended one of the Do-It-Herself remodeling workshops. Today The Home Depot is the world’s secondlargest retailer, after Wal-Mart. As of spring 2006, the company operated 2,054 stores in 50 states, the District of Columbia, Puerto Rico, U.S. Virgin Islands, 10 Canadian provinces, and Mexico. Analyzing the Impact Question1. Summarizing How did The Home Depot market its stores toward women? 2. Making Inferences Think about recent television and magazine advertisements. Which gender do you feel marketers were targeting? Describe five products and the “hook” used to capture the consumer’s attention.

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