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5. 3. Value Proposition To provide wide

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5. The continuity test.

Even when changing the strategy and adding new activities,
it is important that they are not much different from what the company was
doing before. By implementing changes that are still typical for Kohl’s, it
will help to maintain their brand name identity and perception in customers’
minds. Kohl’s strategy meets the continuity test, since the new strategic moves
are not changing drastically what the company does, the new moves might be
rather considered as some add-on’s that will make the company more modern and
will correspond to the newest customer needs.

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3. Business
Model Canvas.

1.Key
Partners.

?      Suppliers
?      Brands
?      Channel
and distribution
?      Hospitals

2.
Key Activities

?      Offering
wide product portfolio
?      Offering
discounted prices
?      Creating
online shopping experience
?      Managing
physical stores

3.
Value Proposition

To
provide wide range of private and national brands of high quality at
affordable prices, both, online and in-store locations.

4.
Customer Relationships

?      Easy
self-service online.
?      Personalized
assistance.
?      Customer
care

5.
Customer Segments

?      Women
and men over 35 y.o
?      Millennials

6.
Key Resources

?      Intellectual
property and brands
?      Real
estates that is leased and owned.
?      Online
platforms
?      Supply
chain
?      Personnel

7.
Channels

?      Consumer
website
?      Corporate
website
?      Physical
stores
?      Mobile
app
 

8.
Cost Structure

?      Space
lease
?      Human
Resources
?      Product
development
?      Administrative
expenses

9.
Revenue streams

?      Sales
of merchandise

1. Key partners.

The company operates in an industry where partners are
crucial to the existence of the business. Partners offer the possibility of a wide
variety of apparel and accessories and distribute the product to the customers.

?      Suppliers

Numerous suppliers that offer merchandise which is
afterwards resold by Kohl’s. The partnerships with supplier services and
technology, equipment also play an important role allowing to create a decent
environment for the operations.

?      Brands

Representing one of the key partners, the exclusive
partnership with the brands, allows the firm to deliver their clients the
exclusive product.

?      Channels and distribution

This partnership is crucial to the delivery of the products,
from the store to the customers, and from suppliers to the store.

?      Hospitals

Through partnerships
with children’s hospitals across the country, the retailer helps to address the
needs of local communities to improve the lives of thousands of families every
day.1 Offered programs range from
healthy development and safety to wellness and chronic disease management. 2

2. Key Activities.

Current
activity system map

1 Admin. Hospital Partners,
corporate.kohls.com/corporate-responsibility/hospital-partners.

2 Admin. Hospital Partners,
corporate.kohls.com/corporate-responsibility/hospital-partners.

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