High/Low Marketing High-Low Marketing Involves Term Paper

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It would be difficult to reposition Sears as a high. To have K-Mart adopt a high while simultaneously retaining the low would create logistical challenges due to the limits of physical space in their stores. Further, it would send a mixed message to consumers, who are accustomed to a singularly focused K-Mart.

In addition, it will often be difficult to create a smooth flow of consumers between the two. Ideally, the two stores would be located side-by-side in order to create such a synergy, but that is infrequently the case. To create such a flow exclusively inside of K-Mart would mean a reduction in the breadth of product lines in order to support the increase of depth.

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