1. Business Description/ Executive Summary

 

Lowe’s Companies has evolved from a small hardware store in North Carolina founded in year 1946 into a huge nationwide chain of home improvement superstores all over the United Stated, Canada and Mexico. Lowe's was started by Lucius S. Lowe and later passed on to Jim Lowe and Carl Buchan. They were the ones that expanded the store into what it is today. Being the # 2 home improvement chain (after the Home Depot), Lowes has about 1,700 department stores in The United States, 27 stores in Canada and 2 in Mexico. They also sell their products all over the world through an online e-commerce site. Lowe’s sells over 40,000 products such as lumber, paint, plumbing and electrical supplies, tools and gardening products, as well as appliances, lighting and furniture. These products are used by the “do-it-yourselves” and professionals for home improvement and repair projects. 

 

II. Entrepreneurship

 

Lowe’s Companies started as a small hardware store in North Wilkesboro, North Carolina which was founded by Mr. Lucius S. Lowe’s in year 1921 (“Lowe- Buchan Partenership”). This would make Mr. Lucius a life style entrepreneur because he enjoyed what he did and he opened up a business like this because he was passionate about things that would help out people in their homes (“Lowe-Buchan Partnership”). There is not much information on his work and his actions to make it in the business world in the 1920’s, however we do know that the business was passed on to his daughter Ruth in year 1940 when he died (“Lowe- Buchan Partnership”). She was not really into entrepreneurialism because she sold the company to her brother Jim (“Lowe- Buchan Partnership”). She was not the type of woman to take a stand and a risk with a business that she does not have the potential to succeed in; however she did work in the store with her mother when her brother and husband were away fighting in World War II (“Lowe- Buchan Partnership”). Jim Lowe and Carl Buchan became partners in year 1943 (“Lowe- Buchan Partnership”). However they did not remain partners for very long because they had different thoughts on running the business and expanding it (Lowe-Buchan Partnership”). Jim did not see a reason for the Lowe’s chain to expand to other cities whereas Carl dreamt of a chain of hardware stores across the nation (Lowe- Buchan Partnership”). Carl would be classified as a wealth creation entrepreneur because his main goal was to make money (Lowe- Buchan Partnership”). In year 1949 a second store was opened with which Jim was quite satisfied with, but in the end decided to leave Carl and to start his own car dealership (Lowe-Buchan Partnership”). Therefore, Carl Buchan became the main entrepreneur of Lowe’s in year 1952 (“Lowe- Buchan Partnership”).

            Carl Buchan was a valiant, intelligent and strong individual. He had all the qualities to be a great entrepreneur and a well situated business owner after his partner left him (“Lowes Companies Inc.”). He was persistent enough to keep expanding the business and to make sure that it does not fail (“Lowes Companies Inc.”).  Even though it might have been tough and extremely hard work, he did not fail at opening up more stores throughout the nation (“Lowes Companies Inc.”). By 1960, Buchan expanded the Lowe’s chain from North Carolina into Tennessee, Virginia and to West Virginia (Lowes Companies Inc.”).  In total by this time he opened up 15 stores and made a total of $31 million in sales (“Lowes Companies Inc.”).         Unfortunately Carl Buchan died in year 1960 of a heart attack (“Lowes Companies Inc.”).  He did however leave the business in the good hands of his 5 man executive team which consisted of Robert Strickland and Leonard Herring (“Lowes Companies Inc.”).  Robert and Leonard joined the company in year 1957, three years before Carl died (“Lowes Companies Inc.”).  They officially took over the company in year 1961 and by 1962; they were taking care of 21 stores throughout the nation which now included branches in Asheville, Charlotte and Durham North Carolina (Lowes Companies Inc.”).

            Lowe’s started off with one man dream for opening up a small hardware store into a huge chain of stores that run in a tremendous amount of success and huge profits. It was definitely worth for Mr. L.S. Lowe and Carl Buchan to take the risk to follow their dreams in opening and continuing a business that would lead to a great outcome such as this one.

 

III. Customers/ Competitors

 

Growing from a small hardware store in North Wilkesboro, North Carolina, Lowe’s is now a huge chain of department stores open all over the United States, Canada and Mexico. It has evolved into one of the top U.S. home improvement chains, with 1,720 superstores in 50 states and more than 25 locations in Canada and Mexico, as well as an e-commerce site (“Lowe’s Companies Inc.”). Its stores sell a variety of 40,000 different products for things that you can do by yourself with your home, or for professionals, such as paint, lumber, plumbing, electrical supplies, tools, gardening products, lighting, furniture and everyday appliances for your homes (Lowe’s Companies Inc.).

            Lowe’s has a variety of different customers that buy products from them on a daily basis. The major customers of this firm however, are middle aged females from the age 35 to 49 (“Lowes.com - Quantcast Audience Profile”). These statistics show that fifty-one percent of overall population that purchases things at Lowe’s are women, and that thirty-five percent of these women are middle aged (“Lowes.com - Quantcast Audience Profile”). Also the statistics show that most of the customers at Lowe’s are Caucasian and have 0-2 children living in their home (“Lowes.com - Quantcast Audience Profile”). Some more demographics about Lowe’s include that thirty-three percent of their customers have a yearly income of $60k to $100k, which is considered to be in the upper class of financial standing (“Lowes.com – Quantcast Audience Profile”). One last final piece of demographics is that forty – two percent of its customers are college graduates (“Lowes.com- Quantcast Audience Profile”).

Lowe’s opened up over one thousand locations throughout the United States, Canada and Mexico. The highest population of Lowe’s stores is in the southern and Middle Eastern part of the United States. Currently there are 140 stores open in Texas, 117 stores in Florida and 113 in North Carolina where the business originally started (“Lowe’s Companies Inc.”). These stores are mostly located around the cities and suburban areas of each state.

            Lowe’s is the second largest home improvement store in the world, placed right after The Home Depot which is its major competitor. Lowe’s has many strengths such as establishing presence and efficient merchandising, a strong distribution network and practices and processes for expense management (“DATAMONITOR: Lowe's Companies, Inc.”).  Some of Lowe’s weaknesses are reduced gross margins due to excessive promotions, and product recalls (“DATAMONITOR: Lowe's Companies, Inc.”). These are the reasons that bring the company down from being number 1, into being number 2 right after The Home Depot. According to the SWOT analysis, there are many opportunities that Lowe’s has in front of them, such as increasing the demand for eco-friendly products, growing the demand for private label brands, and also foraying into Australia through a joint venture with Woolsworth (“DATAMONITOR: Lowe's Companies, Inc.”). However some threats that can bring the company down are rising labor costs in the U.S., the rising of unemployment and food prices which are deteriorating the money that people would have to spend on themselves, and the grim outlook on the housing market in the United States (“DATAMONITOR: Lowe's Companies, Inc.”).

            Lowe’s is a very diverse company that has a variety of customers and an assortment of products that they sell. Anyone can use these products and that is what makes the company prosper in sales on a daily basis.

 

IV. Information Technology

 

Lowe’s, being a huge chain of department stores all over the United States, Canada and Mexico, has a website that they use to advertise what they have to offer to the customers. Lowe’s uses their website as an commercial for all the products that they sell. On the website first and foremost what you will see are the products that they have on sale (“Lowes Home”). This is common to have on the front page to attract customers and to show them what the store has to offer for a good price that is too irresistible not to take advantage of.

            On Lowe’s website, one of the many things that you can do is look for products with an easy search engine that is of easy access by anyone. This website provides a simplistic way so that customers don’t waste too much of their time trying to figure out what they have to do and actually get what they want to have done.          

            There are also even drop down menus that make it even simpler for customers to browse for what they potentially would like to buy(“Lowes Home”).   With the first drop down, you can browse through all the departments. With the second one, you can find out the savings that you can get from purchasing certain items together. Lowe’s also provides a drop down menu in which they help you take what you need to do to the next level(“Lowes Home”).  This means that they design something that you need to makeover in your house and they help you change it in your house in an affordable way (“Lowes Home”).  This drop down box is really creative and it helps customers see what they like and what they don’t like.

            There website is basically just that. It is very simple to use and pretty self-explanatory.  From one source, what we can see is that Lowe’s website is ranked number 198 and number 970 globally which means that a decent amount of people go on it to preview there items and the things that they have for the customers to see(Alexa     ). According to Alexa, it is also shown that as of 7 days ago, there was a 29%trafficing rate, which shows that the website is fairly popular, and is visited by people on a daily basis to look at their products and perhaps buy the products that Lowes has to offer (Alexa).

            Altogether, Lowes has a great website that strategizes to get customers and attract them to the products that are offered by the company. The prices on the front page are used to lure them in and so that customers will continue to look at the website to see that Lowes has good prices to offer. Most customers that this website attracts happens to be women in their middle ages, which shows that it is women that want to use their products in order to improve their homes (Alexa).  The website is very easy to navigate and very easy to use for anyone.

 

V. Global Activity

 

Lowe’s is no longer a low profile company that had one store opened in North Carolina (Pierce). Lowe’s Companies grew from a regional hardware store operator into a nationwide chain of home improvement stores that is bent on global and international development (Pierce). Lowe’s has 1,723 super stores in the United States and 26 locations in Canada and Mexico, 24 in Canada and 2 in Mexico (Pierce).  Its stores sell some 40,000 products for do-it-yourselfers and professionals for home improvement and repair projects, such as lumber, paint, plumbing and electrical supplies, tools, and gardening products, as well as appliances, lighting, and furniture (Pierce).

            Lowe’s is not an international store just yet, but soon enough if sales go well, then it should grow to be a part of the global market. You can buy products online from another country, but the stores themselves are not built in other countries. As of today, Lowe’s only has stores in Canada, Mexico and the U.S.A.

            Lowe’s opened their first store in Mexico on February 8th, 2010 as a part of their international growth strategy that is going to help them expand across the seas (“Lowe’s Opens”). Lowe’s Mexico has invested approximately $18 million to $20 million (USD) in each store. Approximately 430 persons have been hired to operate the two stores and the company’s offices in Monterrey (“Lowe’s Opens”). This idea of opening a store in Mexico was taken from the success that they had from opening a store in Canada.

            Lowe’s opened its first store in Canada in December of year 2007. This was the very first store that they opened up in Ontario, Canada (“Our Heritage”). When they opened up the store it was a huge success and so Lowe’s decided to expand even further and open up sixteen more stores, just in Canada (“Our Heritage”). Lowe’s said that each of these stores would create 175 new jobs in each store and cost an average of 20.5 million $ to build, but will make a bigger profit so there is no need to worry that the stores in Canada will fail (“Lowe’s says”).

             Lowes is looking to increase their actions in the Global Market so that they can open more stores. They are looking to first expand their branch in the current countries that they are in to make sure that the customers are satisfied and then move on to other countries. Consequently, Lowe’s can offer internationally is that anyone can make an order online and it will be shipped to any location (“Company Information”).

 

VI. Ethics and Social Responsibility

 

Lowe’s being a company with a fairly good reputation and one that delivers what they promise is a company with a formal copy of their code of ethics on their website. Briefly what the code of ethics states, is that “all employees of Lowe’s are expected to be honest and act in good faith, and to conduct themselves in such a manner to avoid any situation in which his or her interest or the interest of his or her family might adversely affect the best interests of the Company” ("LOWE'S COMPANIES, INC.”). In this code, the first thing that Lowe’s holds itself to is their high ethical standards wherever they do business. One of their main ethical concerns is child labor. Lowe’s does not do business with anyone that uses child labor and refuses to collaborate with this rule that they have (“Global Sourcing”). “Lowe's Code of Business Conduct and Ethics prohibits conflicts of interest in our dealings with vendors and holds vendors to conduct expectations similar to those of Lowe's employees” (“Global Sourcing”). This is another part of the code of ethics that Lowe’s seems to be very adequate with. They do not play around with what they say and violators will be punished.

            Recently, there has been a major violation to the code of ethics that included an employee getting about a seventy percent discount on his shopping spree in Lowe’s. This happened on April 19th, 2009. Charles Braymiller, who was a worker of Lowe’s for many years decided to one day buy a dishwasher and an oven for his wife. He purchased this dishwasher and oven for merely half the price, giving himself a fifty percent discount on the two products (“Braymiller v. Lowes Home Ctr Inc”). His supervisor that supposedly gave him that price later claimed that this is not the price that he would give to any customer and that he thought that Braymiller expected this price, so this is why he gave it to him (“Braymiller v. Lowes Home Ctr Inc”). In a few days Braymiller asked another one of his upper bosses for another discount, and so he was granted that discount of twenty percent (“Braymiller v. Lowes Home Ctr Inc”). He used his card and got the discount, which meant that he was the customer, cashier and manager for this transaction (“Braymiller v. Lowes Home Ctr Inc”). When this case was brought to court, Braymiller tried to plead that it was his age that made him do what he did, meaning that it was the fact that he had been working there for so many years that he allowed himself to complete a transaction as he did (“Braymiller v. Lowes Home Ctr Inc”).

                This was a sufficient and big violation in the code of conduct under many circumstances. Braymiller tried to cheat his way in purchasing products and he tried to get more employees in this action by trying to get them in trouble when it was mostly him that just wanted to get the discount and save money. Braymiller needed to get punished for his actions.

                Lowe’s is a company that partners up with many other different organizations to help sponsor them to pay for things and to help people in need. Lowe’s partnered up with Red Cross, The boys and Girls Club, Habitat for Humanity, and rebuilding together (“Caring for our communities”). By partnering up with these organizations, Lowe’s donates money funds repairs and donates actual products to help families in need. “Lowe's Charitable and Educational Foundation provided 35 Rebuilding Together affiliates with $10,000 grants to assist low-income, elderly and disabled homeowners with critical repairs, accessibility modifications and energy-efficiency upgrades” (“Caring for our communities”). Lowes has many social responsibilities that it fulfills and tries to help. They do their best to assist people in need of anything that they have to offer.

 

VII. Human Resources

 

Lowe’s being a company that is very prominent in hardware sales needs a lot of workers to keep all operations running smoothly. Lowe’s is an industry that as of year 2011 employs 234,000 workers (“Lowe’s Companies Inc”). As of January 28, 2011 Lowe’s employed approximately 161,000 full time workers and 73,000 part-time workers (“Lowe’s Companies Inc.”).

            Lowe’s employs people for many positions. These positions include human resources, maintenance, transportation, and operations (“Lowes Distribution Management Careers”). These are the main jobs that are offered at Lowe’s that describe all the people that they need to keep all work balanced. These are the basic categories that need the most number of workers (“Lowes Distribution Management Careers”). Actual jobs within these broad description titles may vary. People that work in maintenance include people that oversee the effective and optimum performance of material handling equipment, infrastructure, grounds, vehicles, and operating systems for the distribution centers (“Lowes Distribution Management Careers”). People in human resources contribute to the identification, procurement and development of Lowe’s Distribution employees across the organization. They serve as a vital liaison and source of valuable information for Lowe’s employees, such as benefits administration, issue resolution, personnel records, training and performance evaluation (“Lowes distribution Management Careers”).

People that are hired in the transportation department meet the total transportation needs of our ultra-modern distribution network (“Lowes Distribution Management Careers”). They monitor carrier performance to guarantee timely arrival and delivery of shipments, in support of superior service to our network of retail stores (Lowes Distribution Management Careers”). Finally, workers that are a part of operations, join a world-class team of hundreds of skilled individuals, dedicated to exceeding customer service level expectations while achieving maximum operating efficiency (“Lowes Distribution Management Careers”).  These are just some of the parts of responsibilities employees must know about when they get themselves into a business like Lowe’s.

            Some positions within the human resources group at Lowe’s include talent management recruiting, organizational effectiveness, learning and development, payroll/compensation, HR & Diversity, and employee relations (“Lowes Human Resource Career”). All parts are important to the HR department of every company (“Lowes Human Resource Career”). Within the department, they look for people that work well with others and will fit the job description perfectly.

            Being an employee at Lowe’s comes many benefits which include the following: health insurance, income protection, retirement, work and part time benefits (“Lowe’s Employee Health Benefits”). Every worker gets five sick days and can get other services that are paid for by the employees insurance (“Lowes Employee Health Benefits”). These services include doctor’s visits, dental visits and other health medical related issues. 

 

VIII. Operations

 

The company is both a product and service oriented company that satisfies their customers in those aspects. They provide a wide range variety of home building supplies and services to its customers. They have about 40,000 products per store (“Lowes Companies”). The company sells national brand name merchandise ranging from Whirlpool to John Deer and propriety brands exclusive to Lowes such as Kobalt and Harbor Breeze (“Lowes Companies”). Lowes reports around twenty- one different segments of products that they offer. All of these products are things like appliances, lumber, paint, flooring and other goods that would be sold in a hardware store.

            There are many divisions that are apart of Lowes Companies. One growing contributor to the revenue of the company is their installed sales division, which provides customers with installation services that would be referred to as “do it for me”, rather than “do it yourself” (Lowes Companies”). Lowes sells the Do it for me customer products as well as home installation. For example, Lowes will install the new flooring that was purchased by the customer in the retail store (“Lowes Companies”).

            Being a retail store, Lowes must be a high contact operation. They do business with a lot of other companies so that then Lowes can take their items and sell it within the store to the public. Lowes is more of a domestic store that confines its manufacturing facilities within the United States. The only other two countries that Lowes has stores which are very limited are Mexico and Canada. With a total of 2 stores in Mexico and 24 stores in Canada, Lowes relies on its sales and operations in the United States in order to keep up with their annual revenue (“Investor Relations”).

            Lowes has someone in charge of every different division of their operations system. William D. Robinson oversees the International operations of Lowes stores in Canada and Mexico (“Executive Management”). There are many different operations managers in charge of different divisions, however one person that is the head of all the operations in the stores is, Rick D. Damron (“Executive Management”). He oversees all the activities of the stores and he is in charge of all the product sales as well as their service offers that are also for sale (“Executive Management”)

                Lowes is a retail store that carries products that other companies make to sell at their store. When we refer to their manufacturing techniques, the only techniques we can talk about are the ones that they use in their services “do it for me”, where customers pay to have their bought product installed.

 

IX. Marketing

 

  The first of many marketing strategies is commercials. Commercials are essential to a company so that they can get their sales and their store out in the public. Since television and the internet are so prevalent in the world that exists now, many people are more attracted to what is presented to them on the big screen. Lowes advertises their products and their great sales through commercials as well as on their website. When you first turn on their website, what comes up first is their sales (“Lowes Home“). This attracts customers by showing off little prices on things that used to cost much more and that they couldn’t get before for that price. They also attract customers through their services which include self-installation, or the installation provided by Lowes. Lowes advertises that they come into the customers’ homes and installs the products that they bought at very minimal or no charge at all (“Lowes Home”).

            Something that Lowes also advertises that is not always found in every company is the fact that they ship overnight for free(“Lowes Home”). They do this so that they can get all the customers that like to order online rather than actually go to the store and pick out the products that they want. This attracts even more people to go online to check out the products, where they can advertise the items that they have on sale. Every marketing campaign has a way to hook customers on something. While looking for something specific online, customers look at other products and they end up buying more than they need to. With free overnight shipping Lowe’s brings in a variety of customers buying many different products that they may need along with products that looked appealing to them.

            Lowe’s commercials all mostly show the same idea. This idea is that they are the best home-improvement store. Their store catch phrase is “Lowes, Let’s build something together” (“Best Lowes”). This ultimately can mean that Lowe’s is a big help to the people that need it with their homes. They never stop working for their customers and they won’t stop until they can help them fix what they need.  In the commercials, there is usually a mother and child or a female walking into the store asking for help with something (“Best Lowes”). The commercials catch the eyes of females or just anyone that needs help with improving their homes (“Best Lowes”).

Lowe’s has a variety of different customers that buy products from them on a daily basis. The major customers of this firm however, are middle aged females from the age 35 to 49 (“Lowes.com - Quantcast Audience Profile”). These statistics show that fifty-one percent of overall population that purchases things at Lowe’s are women, and that thirty-five percent of these women are middle aged (“Lowes.com - Quantcast Audience Profile”). Also the statistics show that most of the customers at Lowe’s are Caucasian and have 0-2 children living in their home (“Lowes.com - Quantcast Audience Profile”). Some more demographics about Lowe’s include that thirty-three percent of their customers have a yearly income of $60k to $100k, which is considered to be in the upper class of financial standing (“Lowes.com – Quantcast Audience Profile”). One last final piece of demographics is that forty – two percent of its customers are college graduates (“Lowes.com- Quantcast Audience Profile”). With all this information it is clear that the major customers of Lowe’s hardware store are normal people just like me and you, that come to the store with an idea to fix something in their home and Lowe’s make that happen by selling products that are easy to use and handle.

 

X. Finance

 

  Lowes has been ranked on the Fortune 500’s list for the past several years. This year, they are currently ranked at no. 50. This is an incredible increase from its position at number 152 in year 2010 (“Fortune 500”). This could be due to the fact that Lowe’s revenue has been increasing for a while now. In year 2010, its revenues were at $47,220 billion and a profit of $1,783 billion. This year however, it has total revenue of $48,815 billion and a profit of $2,010 billion (“Fortune 500”). The Fiscal Year of Lowe’s ends January 28, 2011 and it is a 12 month period that repeats in a cycle every year (“Lowe’s Companies”).

            The current assets of Lowe’s Company are at $33,699 billion and the make-up of these assets is cash and cash equivalents, short term investments, merchandise inventory, deferred current taxes and other current assets (“Consolidated Balance Sheets”). Current liabilities of the firm are at $15,587 billion at a 46.3% total of all (“Consolidated Balance Sheets”). The total liabilities and shareholder’s equity pulled together equals $33,699 billion (“Consolidated Balance Sheets”). The shareholders’ equity balance of Lowe’s Company is $18,112 billion and that is worth a lot of money. Shareholders’ equity is made up of preferred stock and common stock (“Consolidated Balance Sheets”). As of January 29, 2010 the amount of common and preferred stock that Lowe’s has outstanding is 677 and the amount issued was 1,459 (“Consolidated Balance Sheets”). The preferred stock is worth $5 per value, however there were none issued. The common stock is worth $.50 par value (“Consolidated Balance Sheets”).

            The current ratio of Lowe’s is at 1.40006 and the current LFI ratio is at 1.17183 (“Consolidated Balance Sheets”). The stock price of Lowe’s has recently been rising slowly but greatly. After being at almost $24.00, it slowly decreases but then keeps increasing at a final stock price of $23.50 (“Lowes Companies”).

The leverage ratio of Lowe’s is 2.0%. Any ratio used to calculate the financial leverage of a company to get an idea of the company’s methods of financing or to measure its ability to meet financial obligations (“Fiscal Conservatism”). 

 

 

 

 

 

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