Marketing Theory Pt. 7
Appendix 1: Sears Internet Traffic Comparison (Reach)
Data Source: www.alexa.com (traffic) and www.internetworldstats.com/emarketing.htm (population).
Appendix 2: Net Income and Internet Traffic
Data Source – Morning Star
Wal-Mart Net Income Percentage of Total Internet Traffic[1] (Christmas Reach)
2005 $10.2 B .72 %
2004 9 B .41
2003 8 B .32
2002 6.7 B .175
2001 6.3 B
2000 5.4 B
1999 4.4 B
1998 3.5 B
1997 3.1 B
1996 2.7 B
1995 2.7 B
Data Source – Sears.com
Sears Net Income Percentage of Total Internet Traffic incl. landsend.com
for 2002-05(Christmas Reach)
2005 .6 B[2] .26%
2004 1.1 B[3] .26
2003 (.62 B) .167
2002 (3.2 B) .185
2001 (2.4 B)
2000 1.3 B
1999 1.5 B
1998 1.0 B
1997 1.19 B
1996 1.27 B
1995 1.24 B[4]
Data Source – Morning Star
Target Net Income Percentage of Total Internet Traffic (Christmas Reach)
2005 $1.9 B[5] .62%
2004 1.8 B .32
2003 1.7 B .175
2002 1.4 B .145
2001 1.3 B
2000 1.1 B
1999 0.94 B
1998 0.75 B
1997 0.43 B
1996 Unavailable
1995 Unavailable
[1] Internet traffic data was only available from 2002 to 2007 from www.alexa.com
[2] Combined Sears and Kmart data
[3] Combined Sears and partial Kmart data
[4] Income from discontinued operations in 1995 was $776 million. This was subtracted from the reported net income.
[5] Income from discontinued operations in 2005 was $1,313 million. This was subtracted from the reported net income.
Appendix 3: Monsters of Online Retail
Figure 3. Head-to-Head Comparison of Daily Reach of World Wide Internet Traffic
This case was about e-Business and e-Commerce. To help put things into perspective, it has helped to observe where Sears.com and Landsend.com rank when compared to brick and mortar rival Wal-Mart and to pure-play giants like Ebay.com and Amazon.com.
The tan-brown line at the bottom of the chart is Landsend.com, the green above is Sears.com, followed by Walmart.com. Ebay.com is red and Amazon.com is blue. Even Wal-Mart’s Internet presence pales when compared to Amazon and eBay.