Boscov's Case

You are the Director of Marketing for the Boscov's Department Store. Your objective, given by your boss, Al Boscov, is to increase revenues by 10% for this holiday season over last. Boscov's generates 30% of their revenues over the holidays. According to Jim Boscov (Vice-Chairman) Boscov's has 43 stores and enjoys revenue just above $1 billion - about 5 percent from online.

1. Create a situational analysis for Boscov's.

2. Develop a sustainable marketing campaign that fits within the culture of Boscov's organization and one that will reach your goal of increasing the holiday sales. How does it reach (influence or impact) your target market? Explain why you think it will work for this market. What customer feeling would expect from your campaign? How will it resonate with your customers?