This report analyzes River Island's strategic position in the retail sector, examining its market orientation, strategic priorities, and competitive advantages. It also conducts an external analysis using PESTLE and Porter's Five Forces frameworks to identify key factors impacting the company's operations and future prospects.
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Table of Contents INTRODUCTION...........................................................................................................................1 Background of Company.................................................................................................................1 Strategic Analysis............................................................................................................................2 Market Orientation.................................................................................................................2 Strategic priorities..................................................................................................................3 Competitive Advantages........................................................................................................3 External Analysis.............................................................................................................................4 Pestle analysis for River Island..............................................................................................4 Porter's five forces for River Island........................................................................................5 CONCLUSIONAND RECOMMENDATION...............................................................................7 REFERENCES................................................................................................................................9
INTRODUCTION This project is about the company in order to increase the profit, sales and market share. Company wants to expand its business in different countries. Company has its aim to elaborate its business in the world in order to occupy a leading position in the world. Company is competing with high level of company. The present report is about identifying several elements within external environment that has great impact on the operation and functions of business. This assignment will also make understand the analysis of strategic marketing position of the chosen company. In this assignment, River Island Company has been chosen for assessment. River Island is a fashion clothing industries operating in retail sector. Furthermore, the report will also analysis present market position of company as well as external factors affecting the environment. Background of Company River Island is the most successful company in fashion clothing in retail sector. Bernard Lewis is the founder of River Island. He is a retailer since his birth. In the year 1948, Bernard Lewis has start his business in selling vegetables and fruits. After that it expands its business in knitting wool in London. This company is expands its business in various retail businesses. It is joined by three brothers and partnership begin in between 4 people. In the year 1965, River 1
island has about 70 stores in UK. The earlier brand name was Lewis Separates which was changes or rebranded to Chelsea Girl. The name selected because of Chelsea was the hub of fashion. It is the first chain of boutiques in UK (Hung, 2011). In the year 1970, David and Bernard, left the business. They started Lewis Trust Group and David has started other business in hotel sector. Bernard is running the retail operation which allow company to elaborate its business into menswear with the launch of Man Stores in 1982. In 1988, Bernard has merger his business with Chelsea girl in order to make a single name of brand of River Island.Bernard is an awesome retailer who is intelligent at taking the complex and making it simple. Bernard open its first shop in republic of Ireland in 1993. The market of Bernard has expanded to Russia, Poland and many other countries. Kids-wear in is launched by River Island in 2010. Strategic Analysis Market Orientation. The first and the main purpose of each and every company is to execute the needs and requirements of their consumers by its products and services. In pastime, the main goal of company is to increase the sales and profit, they did not focus on customer’s desire and wants. Market orientation is a coordination in campaigns of marketing in between company and its consumers.Italwaysfocusesonenhancingsatisfactionofcustomer.Intoday'seraof modernisation, market is run by customers not by business. River Island Company is focusing on intense worth and value to customers, which automatically increases the sales and profit of company (Mpoyi, 2012). The concept of river Island marketing orientation is built on three principle- Coordinated marketing Customer focus Profitability River Island Company has ability to form an orientation in respect to any of three principle. These all principles depends on internal and external structure and culture of company. River Island follows market orientation strategies as they focused on customer satisfaction rather than increasing sales and profit only. They are delivering effective products and services in order to satisfy them. Furthermore, they are always being updated towards fashion and brand. The 2
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competition in the market is at peak level, so River Island is also focused on sales orientation as to sustain in the market (Doz and Prahalad, 2013). Strategic priorities. Strategic priorities is not a part of company's identity, it is third component of centre culture of company. They are the values that helps company to achieve the organizational goals and objectives of a business. Company cannot able to succeed if the strategies of company is not linked with core culture. The core points about strategic priorities of River Island Company are as follows- It should be standard for behaviour that directs how the aim and philosophy are put into practise. In order to guide work, strategic priorities is the cardinal value. They are limited to small number of values that are essential to all areas of company. They are relevantly stable as well as they are pursuant with the purpose and philosophy. River Island Company is following and developing a wide range of portfolio in order to help its vendor in executing the demands and needs of consumers. Company is laying its great efforts in order to engage there customers in their products and services. Competitive Advantages. A condition that puts a company is a favourable and highest position in the market is known as competitive advantages. In general terms it is benefit that makes a company's products and services highest to all customers. In retail sector there is high competition in the global market as in the world of fashion, customers are highly fashionable (Williamson, 2010). So River Island has to create a competitive advantage by taking three elements are as follows- Benefit- Company has to analysis the actual benefits which products of company supply. It should be something that customers truly needs and offer real values. New and advanced fashion is the biggest benefits for the company. Target market- In order to gain competitive advantage, it is very essential for company to understand who buyers are, what they need. River Island target its customers and then they gain competitive advantage. Competition- In order to gain competitive advantage, it is very essential to identify the actual and real challengers and competitors. River Island company is identified its competitors in retail sector. They are providing better than the competition. 3
External Analysis Pestle analysis for River Island. It is tools and instruments for strategic planning of business. It is a framework for understanding external forces that influence on the function of operations. There are various factors that affects the strategic planning of a business like new laws, tax changes, trade barriers and demographic changes. It is a concept in principles of marketing. There are six factors in pestle analysis which are political, economic, social, technological, legal and environmental. Retail sector is largely affected by external forces. Political factor- political factor has immense effects on the functions and operations of business. It consists of laws and policies of government (Khilji, Davis and Cseh, 2010). For example- government impose taxes, duties on the businesses or company which results in whole changes in the structure of revenue. River Island Company has planned to operate in foreign countries. These will often encounter laws regarding commencement which includes laws of labour, employment etc. It is very essential to follow each and every laws and policies of government. Economical factor-This is the factors which affects the functions and operations of business. Economic factors includes local economy, taxation, inflation, rate of interest, ratio of import and export, international trade and many others. The retail store is very much affected by the economic growth. In the economy of country, if there is high growth in GDP then customers are in high number. Many investors are also attracted towards the business as because of possible profit. Social factor- Social factors are the most essential factors in retail sector as in retail sectorpreferenceandtasteofconsumerisabase.Generallysocialfactorsincludes demographics, medial view of company, ethics of work, brand image, life-style trends, attitudes ofcustomers,issuesregardingethicsandadvertisingapublicity.Nowintheeraof modernisation, customers majorly prefers to do shopping in bulk. River Island Company is organizing and carrying advertisements in order to attract customers. Technological factors-Technological factors also have great impact on all business. Generally, it includes emerging technologies, legislation of technology, maturity of technology, intellectual issues in property and the most important research and innovation (Rossi, Vrontis 4
and Thrassou, 2012). River island company is providing Wi-Fi services in there stores, machine billing and many other advance technology. Environmentalfactor-It relates to the ecological and environmental aspects that has great impact on the demands for an organisation's products and how business operates. It includesenvironmentalregulations,ecologicalregulations,effectofadverseweatherand sustainability. With the increase in the significance of corporate sustainability responsibility (CSR). River Island Company has to meet certain environmental conditions which is set out by legal bodies in a bid of encouraging safety and protection regarding environment for both customers and employees of the chain stores. Legal factors-This is the factor which is abided by the laws, policies, rules and regulations that affects the way the company or business works. It includes current legislations, future legislations, employment laws and protection of consumers, regulations regarding health and safety and tax regulations. River Island company is fulfilling the all the laws and paying taxes before and during operation. There are also some regulation and policies that manage and control the legal relationship with suppliers and distributors. Porter's five forces for River Island. In the world-wide competitive market there are different elements or components which are determining the performance all company or business. These components are affecting the operation and functions at an advanced rate (Rovai and Downey, 2010). It is tool for examining and determining competition of a business. This model describes five forces that help in analysing the strength and weakness of company as well as it also describes the intensity of competition and attractiveness of market. The five forces are as follows- Power of suppliers- This force describes the pressure exert by suppliers on the company. Suppliers has significant power in respect to cost, quality and supply of products. To increase the price, it is very easy for suppliers. So company has to control the bargaining power of suppliers. River Island Company used to maintain relationship with number of suppliers, so that they can easily switch off when any one of suppliers increases its price. If company is maintains relationship with number of suppliers than no suppliers will able to increase the price of raw material or any other (Chen and Chai, 2010). There are many ways in which the bargaining power of suppliers is very high and strong are as follows- 5
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If company has few suppliers but has numerous buyers. There are few substitutes available. Suppliers hold insufficient resources. In case of raw materials, the rate of substitutes are very high. Powers of Buyers-This force describes the pressure exert by buyers on the company. Buyers are holding immense power than others. For small companies, if there is only a single buyer switch to other products of company, it is a great loss for them. So it is very essential for company to always work for the betterment and always be aware of their needs and requirements (Reuter and et.al., 2010). Company will only be survive if there they can able to fulfil the needs and demand of customers. There are following reasons where buyers have strong power are as follows- Buying bulk of quantity. There are few buyers for company. So many substitutes available. Customers are very price sensitive. Low cost of switching. CompetitiveRivalry-Thisforcedescribesthepressureexertbythecompetitors prevailing in the business. In each and every business there is competition, somewhere high and somewhere moderate. In retail sector, there is high competition. River Island Company is facing immense completion in the business. Company has to identify the level of competition in their area as they have to identify the strength and weaknesses of competitors in the market. They also have to identify and understand the entire strategies of business and targeted audience. There are some elements where threat of competition is very high are as follows- Number of challengers or competitors is very high. Barriers of exit is also very high. Slow and negative growth and development in the retail sector. The size of competitors are almost same in retail sector. In retail sector, products are not differentiated which can easily be substituted. Threat of substitutes-This force describes the threat of substitutes. It is very important for company to identify how many businesses of same sector is operating in the market. In retail sector, threat of substitutes is very high in retail sector (Werther Jr and Chandler, 2010). There 6
are very close substitutes in retail sector. Any change in the price and quality, switch customers to others. As in the market, there are so many substitutes available. Customers are very much concern about the price of the products and services. For example. When the price of tea increase people switch to coffee. So it is very important for company to manage and threat of substitutes. In retail sector, River Island Company is facing intense amount of threats in the business. As in UK, fashion changes at very fast (Werther Jr, and Chandler, 2010). Many companies come up with discounts and offer which directly increase the switching cost. Threat of entry- This forces are those forces which describes the threat of new entrants. In retail sector threat of entry is not an easy if infrastructure is considered as in retail sector there is high requirements of money in establishing the business. In the period of inflation, the degree of new entrants is increases as because of high profitability. Further, if company has its unique identity, it is very difficult for new entrants to enter in the business. There are various factors where threat of new entrants is high- If company has low amount of capital. If there is no patent and copyright or trademark or any other security ion the business. If there are no rules and regulations of government. Low cost of witching of customers. If customers are not loyal. Goods are nearly closed. River Island Company is facing all these pressures and they are overcoming all the issues and troubles. They are doing very well in the market. They have immense growth and development in there economy (Rovai and Downey, 2010) CONCLUSIONAND RECOMMENDATION From the above report it was stated that River Island Company is leading in retail sector within the global market. The report also summarized that company make used of Competitive Advantages, Strategic priorities as well as market orientation in order to strategic analysis. Furthermore, report will also do external analysis such as porter’s five forces and pestle analysis. Beside this report make understood the In retail sector there is high competition in the global market as in the world of fashion, customers are highly fashionable and Strategic priorities is not a part of company's identity, it is third component of centre culture of company. 7
Apart from this, with the study there are some of the suggestions that can be followed by the River Island which are as follows: Research and survey: Organizations should focus on conducting frequent research and survey so that they are able to determine the opportunities that prevail in the market. This way, preferences of customers can be satisfied in appropriate manner. Training to workers: There are certain set of skills and capabilities that are needed in order to perform a given job. Management should monitor their employee’s performance so that the areas in which the improvement that has to be made can be identified and steps can be taken for the same through which they skills can be enhanced. 8
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REFERENCES Books and journals Chen, T.B. and Chai, L.T., 2010. Attitude towards the environment and green products: consumers' perspective.Management science and engineering,4(2), p.27. Doz, Y. and Prahalad, C.K., 2013, January. Quality of management: An emerging source of global competitive advantage?. InStrategies in Global Competition (RLE International Business):SelectedPapersfromthePrinceBertilSymposiumattheInstituteof International Business, Routledge(pp. 345-368). Hung, S.J., 2011. Activity-based divergent supply chain planning for competitive advantage in theriskyglobalenvironment:ADEMATEL-ANPfuzzygoalprogramming approach.Expert Systems with Applications,38(8), pp.9053-9062. Khilji, S.E., Davis, E.B. and Cseh, M., 2010. Building competitive advantage in a global environment: Leadership and the mindset. InThe past, present and future of international business & management(pp. 353-373). Emerald Group Publishing Limited. Mpoyi, R.T., 2012. The Impact of the" BRIC Thesis" and the Rise of Emerging Economies on Global Competitive Advantage: Will There Be a Shift from West to East?.The Journal of Applied Business and Economics,13(3), p.36. Reuter, C and et.al., 2010. Sustainable global supplier management: the role of dynamic capabilitiesinachievingcompetitiveadvantage.JournalofSupplyChain Management,46(2), pp.45-63. Rossi, M., Vrontis, D. and Thrassou, A., 2012. Wine business in a changing competitive environment–strategicandfinancialchoicesofCampaniawinefirms.International Journal of Business and Globalisation,8(1), pp.112-130. Rovai, A.P. and Downey, J.R., 2010. Why some distance education programs fail while others succeed in a global environment.The Internet and Higher Education,13(3), pp.141-147. Werther Jr, W.B. and Chandler, D., 2010.Strategic corporate social responsibility: Stakeholders in a global environment. Sage publications. Williamson, P.J., 2010. Cost innovation: preparing for a ‘value-for-money’revolution.Long Range Planning,43(2-3), pp.343-353. 9