Strategic Direction of Radio Shack Capstone Project

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Some online retailers will adjust their margins so low that the only money to be made is from the phone contract, not the actual hardware. For Radio Shack to compete using its current model of neighborhood expertise it must push that idea- expertise. In order to ensure this to the degree necessary in the competitive market, it must incentivize its retail sales force so that they not only work to sell the appropriate product, but are retained at RS in order to build a paradigm of expertise.

Ethical Business- However, in line with appealing to a broader market, Radio Shack initiated a series of initiatives designed to push the consumer back into its stores: the Customer Service signage and program; revamping fixtures and upgrading stores; increased marketing to consumer segments, and reconnecting with the do-it-yourself customer, which has been the core basis of the company's success for almost a century. Radio Shack has the opportunity to buttress this strategy even more by focusing on what it does well -- well-trained and knowledgeable staff, solid products and pricing (forget being the newest or coolest); and more than anything, using sponsorships and event marketing to reconnect with the type of customer needed to ensure the organization's growth (Martin, 2012). This is an ethical and moral imperative for Radio Shack in the sense that it needs clear servant and charismatic leadership from the top to both solidify and organize the future of the organization.

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REFERENCES

Annual Report 2011- Radio Shack. (2012). Retrieved from: http://ir.radioshackcorporation.com/phoenix.zhtml?c=84525&p=irol-irhome

Radio Shack BBB. (2012). BBB Business Review. Retrieved from: http://www.bbb.org/fort-worth/business-reviews/electronic-equipment-and-suppliers-service-and-repair/radio-shack-corporation-in-fort-worth-tx-52110001#reasonrating

Radio Shack Reports Financial Results for Third Quarter 2012. (2012). Radio Shack News Release. Retrieved from: http://ir.radioshackcorporation.com / phoenix.zhtml?c=84525&p=irol-newsArticle&ID=1748509&highlight=

Radio Shack Mission. (2011). About.Com Retail Industry. Retrieved from: http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Radio-Shack-Mission-Statement.htm

Blankenhorn, D. (June 22, 2012). How Radio Shack Could Come Back. Seeking Alpha. Retrieved from: http://seekingalpha.com/article/678141-how-radioshack-could-come-back

Chernev, a. (2012). Strategic Marketing Management, 7th ed. New York: Cerebellum Press.

Enright, a. (November 8, 2012). Staples Lets Amazon Use Stores as Package Pickup Points. The Internet Retailer. Retrieved from: http://www.internetretailer.com/2012/11/08/staples-lets-amazon-use-stores-package-pick-points

Martin, V. (February 22, 2012). RadioShack Still Has Hope, but Needs a Strategy Change. Seeking Alpha. Retrieved from: http://seekingalpha.com/article/384241-radioshack-still-has-hope-but-needs-a-strategy-change

Peterson, K. (April 24, 2012). Why Does Radio Shack Still Exist? MSN Money. Retrieved from:

http://money.msn.com/stock-broker-guided/latest.aspx?post=7b27e36b-9688-403d-a8f4-159805f06b93

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