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Circuit City Failure Essay

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There are two main causes of the failure of Circuit City: First, the company was too goal-oriented and aggressive on winning the sales. According to the approach that the company used, Circuit City opened a number of large stores at once in the same region, which definitely creates cannibalization. It pushed so hard on the sale ignored the internal competition between each store. Also, consumers were tired about the heavy advertising and found Best Buy more comfortable and friendly to shop with. As a result, Circuit City’s 600 stores posted an annual loss of $89.3 million by the end of 2003. Second, the company did not stop and think about how to regain its market, but quickly fell into the flat-screen price war without clear positioning. It did not realize that nearly 44 percent of its revenues came from TV sales, and if they did not pay enough attention and carefully make decisions on this product, the company would be so to eroding margins! Circuit City focused too much on the sales and paid no attention on analyzing, predicting, and reacting to the market change. Therefore, when the sale dropped, it had to lowered the price as other competitors did, and resulted by a huge loss on profit.
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Any retailers without loyalty buyers will quickly fail. Therefore, attracting more potential customers, acquiring more new customers, and maintain more loyal customers will help a company success in the high competing industry. Also, if retailers can get the suppliers with lower price or better quality product, the more likely a retailer could win in the industry. Since there are only limited number of suppliers in the industry and the merchant they supply account for a larger part of the retailer’s sales. All of the retailers are competing for the

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