My Two-cents worth.
As the owner of a fair amount of Craftsman tools it is my opinion that management does not understand the value of its brand or the brand name. Sears has had lower priced and lesser quality lines for years, i.e. Companion or Dunlap, but Craftsman always seemed to be about the highest affordable quality, tools for the non-professional DIY'er and homeowner because it was suitable quality to the tradesman.
The "Made in USA" mark also has value, it still speaks to pride in craftsmanship and quality. Sears must compete in a global market where very low priced tools exist and consumers will accept the associated lower quality, but why lower Craftsman when other lines can fight on price? If anything Craftsman should hold up quality and adjust upwards in price.
I feel they could hold market share in that mid-level and their Professional or Industrial lines could compete at the higher levels. At least that was historically what Sears did. I still buy Craftsman and Made in USA. As Craftsman moves to Country of Origin Unknown I move to other USA tool brands, even if higher priced. I do not feel alone in my decision.
Why does Sears want to be another Walmart? They will lose to them. Up market is the future of Sears, not down market. But what do I know, I am just a customer. I hope they listen, but then again maybe not, my Craftsman tools gain collector value as they implode the brand and will get even better when they are another footnote of American companies that died.
