An activist investor is pushing department store chain Kohls Inc to either sell the entire company or spin off its e-commerce division.

In a letter posted online on Monday, Engine Capital LP said that it wants the Menomonee Falls, Wisconsin-based chain to consider these alternatives to boost the stock price.

Kohls has a unique retail footprint relative to many mall-based retailers, as well as a growing e-commerce presence, strong loyalty programme, tremendous free cash flow and valuable real estate holdings, the letter said. However, much to our disappointment, these considerable assets and operating tailwinds continue to fail to catalyze meaningful value for shareholders.

It noted that there is no excuse for the board to cling to the status quo.

Engine Capital said that if Kohls chose spinning off its e-commerce division, a move similar to what Saks did earlier this year, the stand-alone business could be valued at US$12.4 billion or more, an amount that dwarfs the companys current market capitalization. Engine Capital also said that the board should run a market test to see how much well-capitalized financial sponsors would pay for the entire company. It noted that there are financial sponsors who will be able to pay a significant premium of 50 percent, or at least US$75 per share.

The Wall Street Journal was first to report the story on its website on Sunday.

Kohls shares have been up 19 per cent since the beginning of the year and closed at US$48.45 on Friday. That gives it a market cap of US$7.3 billion, according to FactSet.

In response, Kohls said in an email to The Associated Press that the board and management team continuously examine all opportunities for maximising shareholder value.

Our strong performance this year demonstrates that our strategy is gaining traction and driving results, according to Kohls statement. We appreciate the ongoing dialogue we are having with our shareholders, and value their input and perspectives.

The pressure follows moves by other activist investors to push department stores to separate their explosive online business. Saks venture capital firm Insight Partners ploughed a US$500-million investment into the new Saks.com company and values the stand-alone business at US$2 billion. Hudsons Bay, which also owns Saks Off Fifth and the Canadian Hudsons Bay department store chain, went private nearly two years ago.

Meanwhile, Macys CEO Jeff Gennette told investors on its earnings call in November that it has hired consulting firm AlixPartners to evaluate whether the retailer should spin off its e-commerce division from its stores. The steps come as it is under pressure from activist shareholder Jana Partners to split off the division to create better valuation.

Answer the following question

a) Based on the actions of the activist investor, what is the message for the management at Kohl's? Provide three messages. (3 Marks)

b) The activist suggests that Kohl's should spin off its e-commerce division. What is your interpretation of this recommendation? (3 Marks)

c) The activist provided three arguments defending the recommendation for the spin-off. What are these statements? Evaluate the relevance of each statement to the recommended action. (6 Marks)

d) What was Kohl's response to the Wall Street Journal's article on the request for the spin -off? Evaluate each response. (6 Marks)

e) As an investor in a financial market that is not as developed as the USA, explain one lesson learnt from this article. ( 2 marks).