Abstract

The case “RadioShack – Can It Arrest the Decline?” talks about the efforts made by the top management of leading US-based electronic retail chain, RadioShack Corporation, to bring about a turnaround in the company. The case starts out with a brief mention of the history of RadioShack and its eventual rise to become one of the leading electronic retail chains in the US. It then provides details about the fall in the company’s revenues from the mid-2000s, due to dramatic changes in the US consumer electronic industry. The efforts of two RadioShack CEOs, Julian Day and Joseph C. Magnacca, to bring in a reversal of the company’s fortunes are mentioned in detail. The case ends with an analysis of the future prospects of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the impact of a dynamically changing competitive environment
• To recognize the importance of brand image and customer perception
• To appreciate the need for strong leadership to bring about a turnaround
• To realize the challenges in the US electronics retail industry

Keywords

RadioShack, Showrooming, Online Retailers, Turnaround, Brand Managment, Customer Service, Customer Segments, Brand Positioning,Marketing taglines, Do-it-yourself/ DIY, Leadership, Image makeover, Brand Marketing, Brand Identity, Core customer