INTERNAL FACTORS AFFECTING RETAIL MANAGEMENT

Running head: INTERNAL FACTORS AFFECTING RETAIL MANAGEMNET
Internal marketing techniques of Aoen Big in Malaysia
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INTERNAL FACTORS AFFECTING RETAIL MANAGEMNET
Table of Contents
Introduction:...................................................................................................................2
Discussion:.....................................................................................................................3
Key findings from External environment analysis of the brand:...............................3
Assessing the Internal Environmental Factors of the brand:.....................................4
Key areas of internal environment analysis:..............................................................4
Favourable location selection.....................................................................................5
Effective Promotion and distribution technique:.......................................................6
Organisation’s goals, value and mission....................................................................7
Positive and encouraging work environment:............................................................7
Customer-centric attitude of the brand:......................................................................8
Conclusion:....................................................................................................................9
References:...................................................................................................................10

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INTERNAL FACTORS AFFECTING RETAIL MANAGEMNET
Introduction:
Aeon Big is recognised as one of the leading retailers in Malaysia which has over 22
outlets. This retail brand has always stood high to its customer commitment of bringing in a
hassle-free shopping experience (About Us - AEON BiG, 2020). The brand believes in
building long-term valuable customer relationship. Colour orange has been chosen as their
brand identity colour because this colour signifies joyfulness and friendliness and aligns very
well the core believe of the brand which is:” BIG CHOICES, with GREAT VALUE” (Bank,
2015). Varied market researchers and entrepreneurs suggest that the primary reason behind
the tremendous amount of growth of this brand has been its flexible outlook towards
conducting their business. In the past 5 years Aoen Big has identified the immense need of
constantly developing and experimenting with one’s business to sustain the growing
challenges of this dynamic business environment. It was this thinking which led them
transform from a mere grocery selling brand to a big grocery retail super market with
physical stores as well as online service to altogether enrich their consumer buy experience.
Hence, in this report the basic focus would be extended towards analysing the core internal
operating factors which has contributed significantly in the growth and development of this
retain outlet. The internal factors would be analysed through a SWOT analysis framework to
better understand the impact of each element and how the company has responded in meeting
and beating the challenges.

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INTERNAL FACTORS AFFECTING RETAIL MANAGEMNET
Discussion:
The retail business sector in Malaysia in past 5 years has witnessed a favourable
growth climate, nearly amounting to 7 percent. Hence to seize the best out of it, Aeon Big
conducted a detailed internal and external business environmental analysis to ascertain the
crucial factors on which the firm needs to evolve.
Key findings from External environment analysis of the brand:
PESTLE analysis framework was employed in determining certain key external
environment issues which basically highlighted on:
 The existing major competitors of this retail chain which are: 99 Speedmart, Fresh
Direct, Instacart, Tesco and many others (Ismail, et al. 2015)
 The overall market size. Malaysia no doubt provides huge opportunity and growth
scope for the retail industry sector. Hence the brand does have the required
infrastructure to grow and expand its business.
 The next major understanding was of the Political factors operating in favour of the
company and how further challenges can be met with an efficient management of
minimum wage factors and keeping favourable terms with the trade unions (Vijayan,
et al 2014).
 The economic structure of the Malaysian Retail market which suggested that factors
like interest rate, rate of exchange will eventually turn significant factors for
determining the overall growth and investment rate for the company.
 The next important factor which the study highlighted on was the social factor
compromising of the demographic the psychographic stud of the consumer population
which suggested how both the genders mostly aged between 20-50 years are major