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AMRE700 - Retail Enterprise and Management

   

Added on  2019-10-31

16 Pages4327 Words215 Views
Running head: RETAIL ENTERPRISE AND MANAGEMENTRetail Enterprise and ManagementName of the student:Name of the University:Author Note:

1RETAIL ENTERPRISE AND MANAGEMENT1. OverviewOverview of Noel LeemingNoel Leeming is one of the leading consumer electronics and appliances retailers of NewZealand ("Welcome to Noel Leeming | Technology & Appliances in NZ", 2017). The companyis the brand retailer of the Noel Leeming group. The company offers the widest range ofelectronic goods and appliances of the top brands. The various products offered by the retailerinclude computers and tablets, phones and GPS, televisions, audio speakers, cameras, digitalwearables ("Welcome to Noel Leeming | Technology & Appliances in NZ", 2017). Along withthese, the retailer also sells the kitchen appliances. The household appliances, drones and digitalgames, digital toys, health and personal grooming kits are also offered to the customers. TheNoel Leeming store is located in the Palms mall, in New Zealand. The Palms is one of thebiggest shopping mall in New Zealand and the Noel Leeming store located at the Palms mall isone the biggest advantage for the store ("Welcome to Noel Leeming | Technology & Appliancesin NZ", 2017). This is because, a huge footfall is seen at the Palms mall and the store beinglocated there, has an added advantage of attracting a huge number of customers. The organizational structure of the Noel Leeming is tall. There are a huge number ofhierarchies, since it is a large organization and the tall organizational structure is suitable in alarge business organization (Grant, 2016). The ownership structure of the company is formedwith a CEO and a large number of board members. Australian-base private equity firm owns theNoel Leeming group. The CEO of the company is Tim Edwards ("Welcome to Noel Leeming |Technology & Appliances in NZ", 2017).The main purpose of the retailing mix is to addressthe needs of the customers successfully, along with formulating strategies. The coordination of

2RETAIL ENTERPRISE AND MANAGEMENTthe various operations, along with responding promptly to the competitors is the main purpose ofthe retail mix (Boone & Kurtz, 2013). The components of the retail mix include the product,place, promotion, price, presentation, personnel. The products of the Noel Leeming are of widevariety and of various international and local brands. The customers are given a wide variety ofchoice from a wider range of products, such that they are able to make their choice successfully.The prices are competitive and same across all the Noel Leeming stores (Khan, Alam & Alam,2015). However, the store often offers heavy discount to the customers, thus attracting a hugenumber of customers. The promotional activities that are taken up by Noel Leeming are effectivein promoting the electronic appliances and home appliances, to the potential customers("Welcome to Noel Leeming | Technology & Appliances in NZ", 2017). Overview of Apple store Apple Inc. Is one of the top American multinational company that develops and sellsconsumer electronic products, computers and software ("Apple (New Zealand)", 2017). Thehardware products that Apple develops and sells include the iPad tablet computer, the Macpersonal computer, iPod portable media player. Along with these, the Mac OS and the iOSoperating systems are also made and sold by Apple. The CEO of Apple is Steve Jobs. Thecompany is the world’s largest information technology company by revenue and the secondlargest mobile phone manufacturer in the world, after Samsung. The products of Apple alsoinclude smart watches, TVs, along with iPhones ("Apple (New Zealand)", 2017). The Applestore is located at the Palms Mall at New Zealand. The location of the store facilitates the sale,since the mall itself attracts a huge number of customers and those customers are also anessential part of the Apple store. Thus, the store is facilitated by the location in the Palms mall.

3RETAIL ENTERPRISE AND MANAGEMENTThe organizational structure of Apple is one of the main contributing factors for theorganizational success and innovation. In case of Apple, the organizational structure is thetraditional hierarchy one, with a large number of intermediate hierarchies ("Apple (NewZealand)", 2017). The leadership in the company is strong and ensures high scope of innovation.One of the most significant features of Apple is the organizational structure of the Spoke-andwheel hierarchy, function based grouping and product based grouping. The retailing mix is important for Apple. A wide variety of product is available.However, unlike Noel Leeming, a wide range of brand is not available at the Apple store. Withthe effective use of the retailing mix, the choices and demands of the customers are identified,along with the need of innovation as required to gain competitive advantage. 2. Critical evaluation:a. Merchandise mixNoel LeemingNoel Leeming is one of the largest retailers of the electronics appliances of New Zealand. Themerchandise that the company offers includes computers and tablets of a variety of companies,with wide range of brands and price ("Welcome to Noel Leeming | Technology & Appliances inNZ", 2017). The phones and GPS that are available vary in the brands and price, thus ensuringthat the merchandise is affordable by all. Televisions and audio speakers are also available, alongwith a good range and variety of cameras. Moreover, digital wearables are also available at thestore, at attractive price (Yoffie & Cusumano, 2015). The Noel Leeming also sells the homeappliances and kitchenware. The merchandise mix of Noel Leeming is important since ithighlights the demands of the customers and offers them with a wider variety of choice of the

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