Circuit City Incorporated is a Fortune 500 merchandising company that seeks to provide consumer electronics including state-of-the-art computer and entertainment technology that are quality tested with branded standards and manufacturer guarantees ensuring customer satisfaction and product return upon detection of any defects.
Circuit City Inc. ffers direct sale to end-users who are looking for quality equipment at affordable prices as well as profitable partnerships with retailers who are operating in smaller, more specialized markets that need competitive items in stock. Circuit City Inc. is conveniently located in more than 670 sites in the United States and Puerto Rico and over 800 sites in Canada. Our strong partnerships with manufacturers such as IBM, Sony, and other major brands allow us to provide customers with quality products at reasonable prices in convenient locations.
Analysis (This is in response to the following directive: Based on the mission statement, attempt to discern the firms target market, its objectives, and its competitive advantage. ) Based on the mission statement, Circuit City’s target market are divided into two major groups. These are end-users who are the consumers that actually use that products that they buy, and retailers who sell products to end-users. The retailers identified are smaller ones with specialized stock. The objective of the company is merchandising related.
They sell products in the areas of consumer electronics such as household appliances, computer technology such as pcs, laptops, and computer software, and entertainment technology such as digital sound systems, gaming consoles, and so on. The firm mentions its primary competitive advantage is its vast size that allows it to “provide customers with quality products at reasonable prices in convenient locations. ” This combination of three main consumer values (quality, price, and convenience) is Circuit City’s main strength in being a leader in its area.