the changing environment of retailing
TRANSCRIPT
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THE CHANGING
ENVIRONMENT OFRETAILING
Present by: Class C Group 1
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CLASS NO: DMS-451611-2010-2L(CLASS C)
GROUP NO: ONE (1)MEMBERS:
LEE KA SHUN, VINCENTPOON CHI YIP, JACKY TONG WAI HAN, BAROSERWONG MI HA, BETTY WONG WING YAN
YIU HON LEI
THE CHANGINGENVIRONMENT OF RETAILING
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AGENDA
CONTENTS PAGE PRESENT BY
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1. BACKGROUND
We have been the leader in theclothing retail market for the last 15years. We currently have 50 storeslocates all over Hong Kong, Kowloon
and New Territories
ShopDistributions
D
T
DynamicTrends
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1. BACKGROUND
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2. PROBLEMS
2009 2008 2007 2006Revenue HKD109
MHKD125
MHKD138
MHKD150
MGrowthfromLast Year
-12.6% -9.4% - 8%
Accumulated Growth
-30%
In the last three years, our saleshave been going down,accumulated by 30%.
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3. ANALYSIS ON FORCESIN TASK ENVIRONMENT
3.1 SUPPLIERS
3.2 CUSTOMERS3.3 COMPETITORS
3.4 DISTRIBUTORS
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3.1 ANALYSIS -CUSTOMERSWe do not keep up with changingfashion trends
We do not keep up with new forms of customer service
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3.2 ANALYSIS -SUPPLIERS10 purchasing managers who buy theclothing and accessories for the store
have been buying increasingly from thesame clothing suppliers
The managers have become reluctantto try new ones
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3.3 ANALYSIS -COMPETITORS
Two competitors: MAS and GOD
COMPETITIVE ADVANTAGES:
- 50 stores locates-
Good Store Locations- Cheap rental for 25 stores long
tenancy agreement
- Loyalty Customers
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2.4 ANALYSIS -DistributorsNot applicable to this case
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4. ACTION PLAN
CHANGE BUSINESS STRATEGY / SALESGOAL
4.1 CUSTOMERS
4.2 PRODUCTS
4.3 SUPPLIERS
4.4 SERVICES
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4.1 ACTION PLAN -CUSTOMERS
we know what customer wants as weare also customers.
1. Top quality
2. Cheap price
3. Convenient
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4.1 ACTION PLAN -CUSTOMERS
1. Top quality.Keeping our product quality in standard.Providing fashion not only clothing.Introducing new brands, general wellknown & popular brands
2. Cheap price
. Setting our price reasonable to what
we are providing
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4.2 ACTION PLAN-PRODUCTSSTANDARDIZATION STRATEGY
- provide new products & change thefashion trends in seasonal
- to find new ways to satisfy customerneeds (e.g. Accessories, diversificationproducts)
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4.2 ACTION PLAN-PRODUCTSCUSTOMIZATION STRATEGY
- develop/ create a design department
- provide Mixed & March catalog thatgive more ideas to customers
- unlimited exchange guarantee
- gimmick packing
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4.3 ACTIONS - SUPPLIERS
DEVILS ADVOCACY ??
DIALECTICAL INQUIRY ??
Reduce the supplier effect
To reduce the supplier effects byincreasing the number of supplier of aninput, minimize suppliers in a strongbargaining position to raise their price
and can demand low-cost, high-quality
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4.4 ACTION PLAN -SERVICES
lack of communication withcustomers.
We will create a platform tocommunicate with the customers.--> Web site
refund guarantee (e.g. 1 week or 14days)need to discuss
Old clothes from our company could
be traced for certain amount when
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4. Q & A