Value Proposition


One concept you have been introduced to is the concept of ‘value-adding.’ Associated with value-adding is the concept of value proposition. How are both of these necessary for a firm to be successful in its marketing strategy?  How might these lead to ethical situations within marketing practices?

Include in your discussion, personal observations as well as concrete examples to support your views. Initial posts should be at least two paragraphs and include direct references to the readings and/or additional articles. Word choice and sentence structure should be suitable for professional level work, and all sources should have appropriate references and citations.


The retail industry has changed dramatically over the past twenty years, which has greatly impacted long-standing traditional retailers such as JCPenny, Sears Holdings, Toys “R” Us, and others who are close to bankruptcy or have already filed. This is mainly due to the failure to implement a successful strategy or make a change that has enabled them to stay profitable.

Select a well-known retail company (other than one of the examples above) that has made a recent negative change that did not help turn the company around financially, and explain your views on the consequences of these actions. Be specific and detailed in regards to the strategic policies implemented by the company, why they failed, and what happened as a result of the poor strategic plan or decision.

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