The stores are considered to be outdated. There should be better aligning of the merchandise in the stores and more products that are required by the consumer should be sold in the stores. The millennial generation have no awareness of the heritage of Radio Shack. They assume the brand to be old. This brand image should be changed for a technology company. They should focus on creating an emotional connection with the millennial and the young generation to make sales. There should be revamping of the merchandise. Hence, the company should change its current level of merchandise shift focus from the mobile services and develop products for the millennial generation. The target demography is very broad for this company. They should focus on the younger generation aged from 25 to 40 and devise products for those people (Bell, 2014).
The second level of strategic marketing should be maneuvered towards emerging markets. The emerging markets should be focused. The developed nations such as the United States have a good brand image they should focus on building the product image and the brand image.
There should be heavy focus on the online stores of the company. The company is currently operating in retail outlets. This should be categorically changed to more online stores (Kohli, Suri, and Kapoor, 2015.)
Instead of high level of strategizing the first step of the company should be a nominal amount spent of being afloat.
The company should give products that cannot be given competitors for the product. They should be able to convince the consumers that their products are different from the consumers. The company should use their existing brand image to develop products that the competition cannot provide them (Shapiro, 2015)
There should be heavier focus on online marketing and promotions for the company. It has been prescribed that the company should focus on the social media tools to make the sales of the products (Kohli,Suri, and Kapoor, 2015)
These are the major strategies that the company should make apart from this the company also had to make operational changes such as asset management.