When Chuck Conaway Took Over As the Chief Executive of Kmart, He

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When Chuck Conaway Took Over As the Chief Executive of Kmart, He Code Blue BY DAVID F. CARR AND EDWARD CONE When Chuck Conaway took over as the chief executive of Kmart, he gave himself two years to resuscitate the discount retailer, get the right prod- ucts on its shelves and make it com- petitive again with the new kings of general merchandising, Wal-Mart and Target. His No. 1 repair job, he said at the time, was the company’s supply chain. He has 243 days to go. PHOTO ILLUSTRATION BY HUGH KRETSCHMER DURING THE LAST DECADE, KMART’S NET INCOME HAS FLUCTUATED WIDELY (RIGHT). BASELINE NOVEMBER/DECEMBER 2001 CEO CHUCK CONAWAY IS TRYING TO 30 PRODUCE A FAST, STEADY RECOVERY. CASE 005 A DISSECTION 21185136467523256485195635736354485932643456395465306577367561254362745792315769234854716547856456476574196548165684 CASE 005 ADISSECTION K-MART BASE CASE Company: Kmart Headquarters: 3100 West Big Beaver Road, Troy, Mich. Phone Number: (248) 463-1000 Business: Discount retailer of clothes, pharmaceuticals, general merchandise Financials: $37 billion in sales, net loss of $244 million, net loss margin 6.6% (fiscal year 2001) Chief Information Officer: Position open Challenges: Fill shelves with most popular products while still in demand; lower pricing; reduce advertising expenditures while maintaining marketing impact; reduce costs; refocus stores to serve needs of mothers rearing children Baseline Goals: Fix business and “make it competitive” by Aug. 10, 2002 Keep right products in stock 95% of time, up from 86% Provide “super” service in 70% of stores, up from 56% Turn inventory 4.5 times a year or more, up from 3.6 times September 6 may go down as a defining date in Kmart chief executive Chuck Conaway’s effort to turn around the one-time king of discount stores in America. Five days before the twin towers tragedy, Conaway announced that Kmart would write off $195 million of assets held on its books that no longer had val- goal he established shortly after he was hired in May 2000. ue. This included $130 million worth of supply-chain hardware He doesn’t expect to completely fix the supply chain by and software that was being retired, and $65 million for the re- this coming August. But, in a Nov. 27 conference with Wall placement of two outdated distribution centers. Conaway said Street analysts, Conaway said Kmart was “doing a phenom- implementing two new state-of-the-art distribution centers enal job of reinventing’’ its supply chain—and that should be would allow hot-selling products to get priority treatment. evident by this time next year. The technology write-offs were a sign that Kmart was The revitalization from being able to put popular products scrapping some relatively recent investments, and even on its shelves at competitive prices can come none too soon. called into question Kmart’s sweeping plan to work with In the quarter that ended Oct. 31, Kmart’s sales actually once high-flying i2 Technologies to overhaul its supply chain. dropped 2.2% from a year ago, to $8.0 billion. Even disregard- Whether the restructuring and write-offs announced ing the writeoffs, the company reported a net loss of $127 mil- that day defined success or failure remains to be seen. But lion, while rivals were showing profits and sales gains. Conaway was, if nothing else, putting himself on the spot. How Kmart gets products onto shelves is not its only He had just 337 days to go. challenge. Conaway also is fighting to create a “customer- On Aug. 10, 2000, Conaway had set his first major met- centric’’ culture and to market more effectively, besides ric for judging the success of his attempt to revive Kmart. He pulling people into the store with Sunday circulars. said it would take 730 days—two years—to make Kmart But he has told shareholders, employees, analysts and his again competitive with Wal-Mart, which had stolen Kmart’s board that the supply chain is his No. 1 priority . seeming birthright as the largest discount chain in 1990, and “I believe the supply chain is really the Achilles’ heel of Target, which was about to sweep by Kmart to become the Kmart,’’ he said in September. “Just fixing the supply chain nation’s second-largest discounter. could really turbo-charge Kmart.” Setting concrete goals and meeting them is key to September’s writeoff says a good portion of what the com- Conaway’s method of achieving success for Kmart. “Chuck pany spent in recent years on such technology is not deemed aggressively measures progress. If he’s not seeing it, he’s not useful any more. If this is a final clearing of the decks to make against pulling the plug,” says one consultant who has way for new systems, Conaway’s ambitious plan could be suc- worked on Kmart’s logistics systems. ceeding. But success is not yet visible to outsiders. “They are not dead yet, but for Kmart to get back in the game GOAL: FIXING THE ACHILLES’ HEEL would be one of the greatest miracle comebacks, ever,” says Larry Which leads back to Sept. 6. Schulsinger, retailing analyst with Management Ventures in Conaway, the 40-year-old boy wonder brought in from Wa shington. “The world can exist with more than two large mass drug chain CVS to revive Kmart’s fortunes, has staked his merchandisers, and Chuck is smart enough to figure out a way two-year recovery plan on revamping the company’s supply to do it. But if the story ended today, they have lost.” BASELINE NOVEMBER/DECEMBER 2001 chain and inventory management systems. It’s the biggest Fourteen months ago, Kmart placed a big bet on i2 32 part of “achieving world-class execution,” the number one Technologies as the strategic partner that would turn its 21185136467523256485195635736354485932643456395465306577367561254362745792315 perennially underperforming supply chain into an advan- THE KMART ROSTER tage. “This represents about a $50 million opportunity— just in the beginning—for i2, and there is a tremendous Charles C. Conaway PARTNERS amount of more work we’re going to do,” Conaway en- Chairman and CEO Gregory A. Brady thused onstage at an Oct. 2000 i2 user conference. Role: Conaway is the driving CEO, i2 Technologies force behind Role: Brady joined i2 as The stakes are huge. Gary Busek, who studies retail tech- Kmart’s initia- president in nology as president of IHL Consulting Group, estimates tives to overhaul 1994. When he Kmart could add $1.9 billion to its bottom line if it could match its supply chain, was promoted improve cus- to CEO in May the inventory turnover rates achieved by Wal-Mart and Target. tomer service, 2001, a big part The number of times a company turns over the invento- and market more of his mandate ry in its stores and distribution network each year is a par- effectively. He joined Kmart was to ensure in May 2000 from CVS Corp., customer satisfaction with ticularly crucial metric in discount retail, which thrives on where he was president and i2 products. Brady reportedly high volume. Last year, Wal-Mart turned its inventory 7.3 chief operating officer. had a hand in making the sale to Kmart in the first times; Target turned its 6.3 times; Kmart: 3.6 times. And Mark Schwartz place. Before joining i2, chief financial officer John McDonald says turnover will be President and COO he was VP of Worldwide flat, at that same rate, again this year. Role: A Wal-Mart veteran, Applications for Oracle Corp. Schwartz joined Kmart n Ultimately, i2 is supposed to help Kmart achieve such ba- September 2000 and was John West sic retail goals as keeping the shelves sufficiently stocked so promoted to his current post Formerly CTO, i2 that customers can find what they need, but without stuff- in March 2001. Schwartz has Technologies taken the lead on initiatives Role: West consulted with ing stores with an excess of inventory that Kmart can’t move. such as shortening checkout the Kmart proj- Some of the ways i2 software can help is modeling de- lines and clearing out excess ect team on po- inventory. tential changes mand for products—and what it means for keeping inven- to i2’s software, tory in stock at each store and each distribution center. The Randy Allen templates and software keeps track of the ability of key suppliers to fill or- Executive Vice President of best-practices Strategic Initiatives and guidelines that ders, and the cost and speed of different means of trans- Chief Diversity Officer could improve the retailer’s porting goods through the network. Role: Allen was hired as chance of success. Recently, After needs are analyzed, then instructions can be gener- Kmart’s CIO in September i2 announced West had 2000 but moved to her “elected to reduce his cur- ated for executing orders, scheduling shipments, and record- current post in August 2001. rent time commitment to the ing the receipt of goods. If the analysis is correct and execution A former partner at Deloitte company” but would remain Consulting, Allen was on in an advisory capacity. follows, costs of operating the network are lower and the com- central to Kmart’s selection pany doesn’t have to stock as much inventory either in distri- of i2 Technologies as a Mark S. Hansen bution centers or in stores. That, in turn, means Kmart can supply chain technology Chairman and CEO, partner. She brought in Fleming Companies lower prices and thereby raise sales and, hopefully, profits. Deloitte personnel to tailor Role: Hansen is a former The Kmart partnership was a big deal for i2, based in it to Kmart’s needs. president and CEO of Sam’s Dallas. I2 claims to have delivered billions of dollars of val- Club, the warehouse division Tony D’Onofrio of Wal-Mart Stores.
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