Apart from that, the study will also analyze the macro environment (political, economic, social, and technological) of Great Britain. Important aspects such as communication strategy, pricing strategy and customer services strategy need to be designed carefully to sustain the competition in the market. This report will examine each of these strategies required for the bathroom manufacturing company. The next half of the report will offer a brief introduction of the company. John Lewis: A Brief Overview John Lewis can be referred to as a chain of departmental stores that operates throughout the United Kingdom (UK). It was established by John Lewis in the year 1864. Presently it is headquartered in London, United Kingdom. Initially the business started as single store operator, but during the year 1920 it established departmental store chain model through John Lewis Partnership (Davidmann, n.d). The partnership model emphasize on ownership of employee and their contribution as stakeholder to the departmental store chain. There are more than thirty eight thousand people working in the departmental store chain and each of them acts as a partner to the company (McCallion, 2010). The group has been ranked as one of the top five departmental store chains of Great Britain. This British departmental store chain has already opened thirty seven outlets and is planning to open few more within next 2 years. Customer Analysis John Lewis has established itself as premium departmental store chain in last 146 years. This departmental store has become a “cool” shopping destination for many people. Oxford outlet of the chain was founded in middle England in order to provide shopping solution to customers belonging to the central part of Britain. Marks & Spencer (M&S) is another favourite shopping destination for many people in Great Britain and is a strong competitor for John Lewis. Customers believe the ambience of the departmental store (John Lewis) chain is appealing and they like to spend more time in the outlet. Customers feel that lighting system of the stores is designed in such a way that it highlights each product separately. Any person entering the store can easily identify his/her favourite brand, thereby making the purchase decision easier. John Lewis has a customer base of people who like to shop for branded items. People belonging to higher income and middle income group are the major customers of the departmental store chain. Married couples and families also visit this departmental store chain to purchase different items. Customers prefer to shop for stylish items such as watch, designer clothes, bathroom items etc. Many customers perceive that after sales service is a critical factor behind the success story of any retail outlet. Employees working inside the stores are the greatest asset to the company. Employees own a percentage of shares in group’s business and they also earn a yearly bonus. Customer friendly behaviour and prompt after sales service made this British departmental store chain a preferred shopping spot for many customers. John Lewis also provides home delivery services for bulky items. Hence customers like to shop in this departmental store chain for aforementioned reasons. Ambience, customer service and availability of
CRITICAL SUCCESS FACTOR REPORT Table of Contents Introduction 3 John Lewis: A Brief Overview 3 Customer Analysis 4 Competitor Analysis 5 Macro Environment Analysis 6 Political 6 Economical 7 Social 7 Technological 8 Segmenting, Targeting and Positioning Strategy 8 Role of Price 9 Communication Strategy 11 Customer Service 12 References 14 Introduction This report will offer insights about the John Lewis departmental store…
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