The Changing Environment of Retailing

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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

The Changing Environment of Retailing

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