Kohl’s is one of the major U.S. retailers and a Fortune 500 company, which is based in Menomonee Falls, Wisconsin. It offers home products, clothing and apparel, produced by national brands, and maintains family focus and value orientation.
1. Trends and Growth
Kohl’s is continuously pursuing a growth strategy, taking pride in being “the fastest growing retailer in the nation”. They are currently present in 49 states with 1067 stores and 11 distributions centers, however their expansion strategy states that they are still “on the move into new states, new markets, and new communities across the country”. Every year the company invests in enhancing their facilities and expanding to new regions, in order to satisfy customer needs and to facilitate shopping experience. Only in September 2011 Kohl’s opened 31 new stores and their expansion still continues.
2. Vision
Kohl’s mission statement communicates the aspiration of the company leaders to make Kohl’s “the leading family-focused, value-oriented, specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly and exciting”. Moreover, Kohl’s emphasizes continuous growth and expansion into new markets and communities, supported by extensive investment in infrastructure, as their main objective and the core of their vision. Their vision also incorporates customer focus through the provision of superior value, national brands and unique shopping experience. Thus, company’s strategic orientation aims to achieve higher customer loyalty and to maintain its leadership in customer satisfaction. Moreover, Kohl’s vision emphasizes corporate responsibility through serving local communities by providing financial support, investing in environmental sustainability and supporting education and health initiatives through volunteer programs.
References
Kohl's Illinois, Inc. (2011). About Kohl's. Retrieved from http://www.kohlscorporation.com/PressRoom/PressRoom02A.htm
