Facility Attribute Analysis in Retail Chains of Australia

Facility Attribute Analysis in Retail
Chains of Australia

Executive summary:
This assignment is holding a brief research regarding to what extent the four chosen retail chain
Australian brands(Target Corporation and its rivals Kmart Australia, Myer, and Big w retail ) are
capable to deliver several identified service attributes to the customers as these identified
attributes(staff service, service automation, availability of branded products, availability of
generic products, Economic pricing, Parking facility) are important enough in increasing the
footfalls of the customers in the different stores. The quantitative analysis and the method of
online questionnaire have been used for capturing the respondents view. The tools of perpetual
mapping has been used for the identification of the possible service gap so that the chosen
organization can develop the skills with respect to the identified gap and can gain the
competitive edge (Fionda & Moore, 2009).
The method of quantitative analysis has been used where a survey questionnaire has been
distributed among the respondents and the survey has been done on a sample of 10 customer and
the sample member are being chosen following the technique of simple random sampling. The
key insight that has been derived from this research analysis is that the chosen organization
Target Corporation should work in improving the service automation and in supplying the
generic product as a service gap is present with respect to these attributes and filling up the
service gap will help the chosen organization to gain competitive advantage.

Table of Contents
Executive summary:........................................................................................................................2
Introduction:....................................................................................................................................4
Method:............................................................................................................................................4
Analysis:..........................................................................................................................................4
Implication:....................................................................................................................................11
Limitation:.....................................................................................................................................12
Reference:......................................................................................................................................13
Appendix:......................................................................................................................................14

Introduction:
The research topic will help to analyse how the several chosen retail brand (that are departmental
store chains) and their competitors are efficiently offering the several service attributes that act as
an important factor for regulating the customer flow in the chosen brand.
This research has been undertaken in order to assess and compare the facility that are available in
the chosen organization of “Target Corporation” and the three other rival organizations of
Australia which are operating as departmental retail chain in Australia just like the chosen
organization “Target corporation” Australia. Target Corporation Australia is a mid-price
department store chain which has been owned by Wesfarmers. This company is one of the
Australia’s largest department store chains that are operating with 302 stores across Australia.
The other three rival corporations that are being used in this research are Kmart Australia, Myer,
and Big W Retail which are also the other departmental stores and operating in almost similar
fashion in Australia. The research is based on assessing the kind of service qualities and product
qualities that are available in organization “Target Corporation” and rival organizations.
The main objective of holding this research is to identify the followings:
 The efficiency of the chosen brand and their competitors regarding their capability of
delivering service with respect to the chosen service attributes.
 The scope of improvement by identifying the gap that has been present with respect to
the service attributes.
 To assess the service gap and the area of improvement in terms of perpetual map with
respect to the chosen brand.
The research is important as the finding of the research will deliver a proper support for the other
departmental store chain that is operating in similar fashion.
Method:
The method of quantitative analysis has been used for holding the research .In this quantitative
analysis the online survey has been done on 10 customers who are visiting the chosen
organization using the method of simple random sampling. So the sample of customers who are