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Brand Awareness – Home Depot is the world’s largest company in the home improvement retail industry with revenues exceeding $70 billion. Specifically, while Home Depot is the fourth largest retailer in the United States, it is the largest in both Canada and Mexico. In addition, it ranks 127th in Forbes Global list of the 2000 largest companies.
The Home Depot – We are the world’s largest home improvement specialty retailer with stores in all 50 states, the District of Columbia, Puerto Rico, U.S. Virgin Islands, 10 Canadian provinces, Mexico and China. More . . .
Disclaimer:
This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only.
Such dominance boosts brand awareness for such private brands as Pegasus Faucets, Husky Hand Tools, and Vigoro Lawn Care Products. Such brand awareness is fortunate for Home Depot since recent studies show that 80% shoppers have a positive attitude about private brand labels and some even perceive their quality as being superior.
Rapid Deployment Centers -Home Depot plans on increasing its utilization of Rapid Deployment Centers (RDC). RDCs allow the use of a single purchase order to consolidate product needs and more rapidly replenish inventories to individual stores from the center locations. Home Depot currently employs five Rapid Deployment Centers and plans to open additional centers in 2010. The result of this implementation will be improved transportation, and reduced lead time from notification of needs to inventory replacement. It is anticipated that this method will increase efficiently substantially.
Product Recalls – A Home Depot practice of buying products from a large number of vendors makes it vulnerable when quality levels are insufficient; recently the company has found it necessary to announce several product recalls. In-wall electronic timers, patio umbrellas, and candle holders are among products recently deemed unsafe. These recalls join others initiated in 2004, 2005, and 2006 suggest poor quality control practices and negatively impact Home Depot’s brand image.
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