Marketing Fundamentals Analysis and Evaluation of House of Fraser

Marketing
Fundamentals
Analysis and
Evaluation House of
Fraser

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK- 1...........................................................................................................................................2
Internal analysis of the company considering the impact of COVID-19 pandemic...............2
External analysis of the company considering the impact of COVID-19 pandemic.............6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...............................................................................................................10
1

INTRODUCTION
Marketing is related with creating, planning and the implementing the planned actions which is
helping in the achievement of business objectives. It can be also said that controlling the aspects
of marketing, to conduct promotional activity which will be helpful to the company in promoting
their products. The businesses makes the use of different types of marketing management
techniques which helps in identifying the growth opportunities and which helps in effectively
connecting with the new target markets(Negoiţă and et. al., 2018). The main aim of marketing
management is that it helps in increasing the brand awareness and also helpful in boosting the
performance and profits of the organisation so that they can achieve their organisational targets.
The marketing departments conducts the function of marketing because it helps in spreading the
information about new products which the company is going to sell and also provides the
information to the consumers that why the product of the company is differentiated from the
product of other company so that consumers can be attracted towards the brand. House of Fraser
is a British department store which was founded in the year 1849 and is having its headquarters
in Scotland, UK. This report will cover internal and external analysis linking it with the impact
of COVID-19 pandemic.
TASK- 1
Internal analysis of the company considering the impact of COVID-19 pandemic
Internal analysis refers to the examination of factors which exist within the organisation
including the internal components which covers both tangible and intangible things. It is the
method of assessing the assets of company and the existing opportunities and
threats(Bondarenko and et. al., 2018). It is helpful for the management of the organisation to
make the decisions so that they can make the determination of the growing areas and will be
helpful in making a business plan and the business strategy. House of Fraser is a departmental
store which sells products like clothing including both men and women, beauty, gifts, electricals
and many more. They also makes the consideration of analysing the internal factors which will
be helpful to them in making productive changes.
SWOT analysis-
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 Strengths- The House of Fraser is considered to be the oldest and the most famous
departmental store which provides all the products related with clothes, electricals,
beauty and many other. The company is having its wide presence in which they are
operating in around 44 locations which is across the UK. This is helpful to them in
gaining more consumers and most importantly they are also including their market share
which is why the company is known by many other people in different countries. The
company is having good marketing and promotional activities and because of this they
have gained good marketing position in many of the countries. But during the time of
COVID-19 pandemic the company was not able to achieve the success which they were
getting before the time of this pandemic. The reason for this is the lockdown which was
imposed in around all the countries and only essential items were required to be sold by
the stores, this declined the profit percentage of the company.
 Weakness- The main weakness because of which the working of company is getting
impacted is that they have the fast maturing leasing agreements because of which the
company is unable to get the long term benefits and are surviving on this factor only(Li
and Srinivasan, 2019). The other weak point of the House of Fraser is that they are unable
to make innovative approaches which is making them behind the competition. The reason
for this is that consumers will like to make the selection of that company only which is
providing them new and different kind of products and services and if any business will
do so then the customer base will be reduced. Consumers also likes that the products
which are offered to them must be having price flexibility so that they ignore paying for
higher prices at some point of time. But the House of Fraser is unable to provide the
consumers with such type of pricing and because of which they are switching the brands
with another.
 Opportunities- There are many opportunities which are available to House of Fraser and
that includes to make investment in those companies which is an unprofitable business
which will help them in increasing their market shares and also they would be in a
position to attain the competitive position in the market. The other is to start doing their
business online because in the present time of the current COVID-19 pandemic the
situation is changing and many of the businesses has started selling their products to
consumers on their doorsteps which has helped the company in increasing the percentage
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