Businesses are consistently faced by dynamism in their operations as they trot towards the envisioned aims and objectives. This therefore calls for substantive strategies that are aimed at restoring the business to its path as well as facing the challenges head on to guarantee continued life and the eventual financial health. The same will see strategies that are market driven that present a strong foundation upon which a business gains a strong standing in its activities. In respect to this, any business foreseeing triumph ought to craft such dimension so as to remain relevant and consistent to the ever changing nature of business environments. By so doing, a firm embraces various strategic perspectives including competition, branding and innovation alongside other aspects that improve the well being of an organization. 2.0 Background information and current situation Operating in New Zealand, The Warehouse Group Limited was established in 1982 and is today rated the biggest retailer sharing similar characteristics with Walmart located in the USA. It is also listed in the New Zealand Stock Exchange where shares are publicly traded. Nevertheless, The Warehouse majors with more operations than those exhibited by department or discount stores with increased capacity and volume of business. Since its inception The Warehouse has grown tremendously increasing its presence in New Zealand to 83 stores by 2012. It is during this time that a decision to be involved in an acquisition was hatched to increase production and reach more markets for growth and success. The actual business of the Warehouse revolves around grocery as well as non grocery products, an activity that is undertaken broadly in its department store with a workforce slightly exceeding seven thousand employees (Gunter & Mark, 2005). Moreover, there are additional distribution stores that purpose to augment as well as broaden the market reach thus increasing the geographical coverage. The Warehouse also boasts with a number of brand names that are situated around the stores that adds up to its other operations. The presence of gardening facilities also increases the value of business more so in Auckland and Christchurch areas where the Warehouse offers its just brand alongside other brands owned totaling to almost thirty (Krishna, 2007). The Warehouse doesn’t operate in isolation and it’s never a monopoly. It operates in a highly competitive business enviroment since there are other players in the industry who are also aiming at capturing a larger share of the market and also remain relevant. The retail platform is shared by Super Cheap Auto who trade in products related to automobiles, Farmers having department stores across the country dealing with lowscale end of the market, Kmart and Briscoes Group who basically major in homeware and sportsware. Notably, the industry is still attractive to venture in hence there are other potential players who have the urge to share in this cake. Subject to time therefore, these players will find their way into this market hence would pose extra competition to Warehouse. With a view to
Warehouse Group Table of Contents Warehouse Group 1 1.0Introduction 4 2.0Background information and current situation 4 3.0Relevance of a marketing audit and SWOT analysis 6 3.1Political environment 6 3.2Economic Environment 7 3.3Legal Environment 8 4.0Marketing Strategy…
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