Strategic Recommendations for David Jones Pty Limited
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This report provides strategic recommendations for David Jones Pty Limited, an upmarket departmental store in Australia and New Zealand. The report includes market size and trends, financial and corporate performance, strategic options, recommended strategy, implementation of strategy, and monitoring and control of future performance.
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Strategic Management1|P a g e Strategic Management
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Strategic Management2|P a g e Executive Summary David Jones Pty Limited function as David Jones in the Australian market and it is an upmarket departmental store. This is owned by South African retail group Woolworths Holdings Limited since 2014. The company was founded in 1838 and its headquarters is situated in Melbourne, Australia. Apart from Australia, organization is also operating in New Zealand. In 2016, David Jones’ headquarters moved from Sydney, New South Wales to Richmond, Victoria (David Jones, 2018). This report will include strategic recommendations in order to improvise organizational performance in the target market. Recommendations will be based over the current and past performance of the organization and on the basis of outcomes originated from situational analysis which was executed in the previous report. Along with the recommendations, appropriate steps will also be discussed which are required for the implementation of strategies recommended to the organization. In the last part of the report, monitoring and controlling measures will be discussed in relevance with determining organizational performance as well as to attain the desired goals and objectives in terms of sustainable growth and overall development of the organization.
Strategic Management3|P a g e Table of Contents Executive Summary.........................................................................................................................2 Market Size and Trends...................................................................................................................4 Financial and Corporate Performance.............................................................................................4 Strategic options..............................................................................................................................4 Recommended Strategy...................................................................................................................6 Market penetration.......................................................................................................................6 Implementation of strategy..............................................................................................................7 Monitoring and Control of Future performance..............................................................................7 References........................................................................................................................................8
Strategic Management4|P a g e Market Size and Trends In the previous task, market size and the trends has already been discussed in relevance to the operational area of organization. Global retail sector is growing at fast pace and in relation to this; opportunities for existing as well as for the new comers to the retail industry are also arising rapidly. Although, online retail sector is also growing and it is creating immense competitive environment for the offline retail companies. With regards to this, offline retail companies have also moved towards digital platform by introducing their own online channel in order to sustain in the competitive business environment along with attaining desired goals and objectives (Bailey, Price, Pyman & Paarker, 2015). Internet and technology has brought revolutionary changes in both businesses as well as in the consumers’ functionalities. By the mid of 2018, approximately 55% of the total population of the globe has internet access and with regards to this, organizations have adopted internet as an effective tool for attaining competitive advantage (Arteconi, et. al., 2016). Penetration of internet amongst the consumers is high, thus, scope for e-commerce companies is increasing rapidly. Along with this, the major attraction point is the involvement of consumers which have influenced companies to move towards e-commerce platform. Setting up position at both the platforms is essential for the organization in order to expand functionalities along with the objective of enhancing its performance in the global market (Freeman, 2010). Financial and Corporate Performance David Jones is continuously performing well in the retail industry but in 2017, organizational performance slightly gets declined. Profitability of the organization declined by $66 million and in the same period, organizational cost of production also increased by 9.7%. Primary factors for these losses are intense competitive conditions and regular entries of the new comers in the retail industry. Apart from this, existing companies in the retail sector are also very powerful in the Australian market through which organizational performance has declined in the last year. With regards to this, it is required for the organization to adopt appropriate pricing strategies as per the current marketing trends in order to uplift organizational performance along with competing with the existing and behemoth retailers in the Australian market. Due to decline in the organizational
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Strategic Management5|P a g e financial and corporate performance, organizational stock prices also get declined. In order to prevent organizational position in the target market, it is essential to adopt appropriate branding and positioning strategies through which desired goals could easily be attained. In relevance to this, several strategic options will be analysed along with several strategies in order to improvise organizational performance as well as to gain competitive advantage (Grimmer, 2018). In the analysis of available strategic options, appropriate and relevant strategies would be adopted as per organizational functionalities. Strategic options There are various options available for the business entities with regards to the expansion and growth in the existing or in the new markets. In relation to this, it is recommended to the organization to determine its functionalities and the pattern of their existing strategies in order to adopt one of the most appropriate strategic options. David Jones is a departmental store situated in Australia and New Zealand and due to intense competitive conditions; it is required for the organization to adopt certain new and effective strategies from the available options with the objective build an effective brand image along with gaining desired goals and objectives (Levy, Weitz & Grewal, 2012). Following strategic options are available in the market for the organization in relation to the business expansion and for sustainable growth in the target market: ď‚·Market Penetration:This is one of the most effective growth strategies and under this strategy; organization will market its existing products and services in the existing market with different modes of advertisement and promotion to set up an effective brand image in the target market. David Jones will market their existing products with the objective of enhancing their market share in the existing market in relation with competing with the existing players of retail industry along with gaining competitive advantage. In order to attract target audience towards their products and services, organization will decrease prices of their products along with adaptation of trending media strategies in relation with setting up effective position in the global market (Price, 2016). ď‚·Market Expansion:This strategy is also known as market development as the primary objective of this strategy is to market organizational products and services in the new
Strategic Management6|P a g e target market. This strategy could be adopted by the David Jones because Australian market is saturated and major players of the retail industry have made monopolistic type of market conditions, thus, chances for growth in the existing market is less and in order to enhance organizational profits, sales and revenues, it is necessary to find new markets (Robson, 2015). Product expansion:Product expansion strategy is effective in terms of growth and expansion of the business. This strategy is used by the companies to enhance their existing product and service offering with the primary objective of boosting up sales and profits. This strategy is effective for maintaining its acquired position in the existing markets along with the objective of building appropriate brand image in the target market. Product expansion strategy is one of the most effective growth strategies as it helps the organization to retain its acquired position along with coping up with the trending business environment. With the help of product expansion strategy, David Jones will be able to expand its functionalities in the existing as well as in the new markets through which market share, profitability, revenues and sales of the organization will be increased (Wei, Asian, Ertek & Hu, 2018). Diversification strategy:Diversification strategy is another effective strategy in terms of attaining growth for the business entities. Under this strategy, companies introduce new products in the new markets. Outcomes of this strategy are risky as well as effective because probability of both failure and success are equal. With the help of diversification strategy, organizations could boost up their performance speedily along with moving towards sustainable growth and overall development in an effective manner. In relation to this strategy, it is required for the organization to execute market research in order to determine the requirement of target and new consumer segments’ demands and wants along with analysing the trends of the new market (Sutton-Brady, Kamvounias & taylor, 2015). Acquisition strategy:Acquisition is one of the effective growth strategies and in relation to this strategy, company purchases a new company with the objective of expanding its operations in the domestic as well as in the global market. This strategy is useful for expansion of the business in the new markets and with regards to this strategy; organization could be able to make its effective brand image in the global
Strategic Management7|P a g e market along with attaining its desired goals and objectives. As Australian retail sector is saturated and for further growth, David Jones needs to look out for the new markets in order to expand their operations. In relation to this, acquisition strategy could be adopted in order to move towards sustainable growth and overall development (Ferguson, 2016). Recommended Strategy On the basis of outcomes originated from situational analysis, it has been recommended to the organization to adopt appropriate and relevant growth strategies through which the desired goals could be accomplished along with enhancing market share. Appropriate and relevant strategies for David Jones will be market penetration, product expansion, and acquisition strategy for the objective of meeting with the trending business environment along with retaining the acquired position in the global market. Market penetration With the help of this strategy, David Jones will be able to retain its positon along with competing with the existing and large retailers in an effective manner. In influence to market penetration strategy, organization will re-launch its existing products and services in the existing market at lower prices. Along with this, organization would use trending and appropriate advertisement and promotional platforms as per organizational requirements. This will help the organization to spread awareness amongst the target and potential customer segments (Banker, Mashruwala & Tripathy, 2014). This strategy will be helpful for the organization in terms of attaining competitive advantage along with the objective of building brand loyalty amongst the target audience. This strategy will be helpful in terms of enhancing organizational performance along with gaining competitive advantage because organization would be able to target new customer segments and by retaining existing and potential customer segments (van Putten, Cvitanovic & Fulton, 2016). Market penetration strategy is useful for sustainable growth and overall development in the target market. David Jones is a departmental store and the organization is seeking for expansion with the objective of increasing its market share, profitability and in terms of attaining competitive advantage. For example, David Jones is a departmental store and it is engaged in
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Strategic Management8|P a g e cosmetics, fashion, furniture, homewares, etc. Apart from David Jones, existing players in the Australian retail sector such as Woolworths and Coles are also engaged in the same operations. In order to attract the Aussies, it is necessary for the David Jones to adopt differentiation strategy in relation with creating separate image in the target market. In consideration to the differentiation strategy, organization could improve quality of its products; add different and unique features in the existing products or by introducing various promotional and discount offers with the objective of retaining its target and potential customers’ interest in the organization (Bae, et. al., 2014). Implementation of strategy With regards to the organizational operations, market penetration has been selected as the final strategy in terms of expansion and growth of the business in the target market. Market penetration strategy will be implemented along with the differentiation strategy in order to attain competitive advantage and to boost up organizational performance in the target market (Leigh & Triggs, 2016). Following steps will be followed while implementing strategy business growth and expansion: Market research Analysing target consumers’ demand Analysing available advertisement and promotional tools Selecting one of the suitable option Approaching to the target audience with specific content Market penetration strategy will be implemented in terms of building appropriate brand image along with attracting the customer base of the competitors. This strategy is essential for the objective of increasing market share of the organization along with the objective of enhancing, sales, revenues and profitability of the organization. Market penetration strategy will help the organization to introduce its existing product and service offering in the existing market and these will be marketed by effective and trending promotional strategies. In support to the market penetration strategy, organization will also adopt differentiation strategy in terms of making its separate image from competitors. This will help David Jones to build brand loyalty along with
Strategic Management9|P a g e spreading awareness amongst the target audience (Kowalkowski, Windahl, Kindström & Gebauer, 2015). Monitoring and Control of Future performance Monitoring and controlling measures are very necessary to analyse organizational current performance along with determining the issues and challenges faced by the employees in terms of accomplishment of given tasks through which performance is being affected. Apart from this, monitoring and controlling measures are also important for analysing the gap between the expected performance and the actual performance. On the basis of gaps, appropriate frameworks and strategies could be adopted through which the gap between the actual and expected performance could be resolved (Daines, Clark & Lenton, 2014). In relation to this, organization adopts performance balance scorecard method for measuring whole organizational performance along with measuring the performance of employees individually. Along with this, organization could also focus towards adaptation of advanced techniques in terms of improving performance and to match up with the dynamic business environmental conditions. Change management is one of the effective strategy through which organization could constantly focus towards improving its performance along with focusing on the present situation. Decentralisation decision making process could also be adopted with the objective of taking organization towards development as this strategy is effective enough in terms of employee interaction with the management and it is directly linked with building effective relations amongst the employees and employer. Regular feedbacks could also be taken from the employees in terms of determining issues faced by them along with taking their suggestions for improvising organizational performance (Lee, Grana & Glantz, 2014).
Strategic Management10|P a g e References Arteconi, A., Patteeuw, D., Bruninx, K., Delarue, E., D’haeseleer, W., & Helsen, L. (2016). Active demand response with electric heating systems: Impact of market penetration.Applied energy,177, 636-648. Bae, M., Kim, H., Kim, E., Chung, A. Y., Kim, H., & Roh, J. H. (2014). Toward electricity retail competition: Survey and case study on technical infrastructure for advanced electricity market system.Applied Energy,133, 252-273. Bailey, J., Price, R., Pyman, A., & Parker, J. (2015). Union power in retail: Contrasting cases in Australia and New Zealand.New Zealand Journal of Employment Relations,40(1), 1. Banker, R., Mashruwala, R., & Tripathy, A. (2014). Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy?.Management Decision,52(5), 872-896. Daines, S. J., Clark, J. R., & Lenton, T. M. (2014). Multiple environmental controls on phytoplankton growth strategies determine adaptive responses of the N: P ratio.Ecology letters,17(4), 414-425. David Jones. (2018). The Story of David Jones. Retrieved from: https://www.davidjones.com/about-us/the-story-of-david-jones Ferguson, P. (2016). Productivity growth as a barrier to a sustainability transition.Environmental Innovation and Societal Transitions,20, 86-88. Freeman, R. E. (2010).Strategic management: A stakeholder approach. Cambridge university press. Grimmer, L. (2018). The diminished stakeholder: Examining the relationship between suppliers and supermarkets in the Australian grocery industry.Journal of Consumer Behaviour, 17(1), e13-e20.
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