ShopHere Business Strategy Analysis: Focusing on Ethical Consumers

This report provides an analysis of ShopHere's business strategies, with a particular focus on ethical consumers and their impact on the organization's success. It includes a systematic literature review identifying key factors such as ethical consumption, customer activism, and the importance of...Read More

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ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
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1ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
Table of Contents
1. Introduction............................................................................................................................2
1.1 Aims of the report............................................................................................................2
1.2 Objectives of the report....................................................................................................2
2. Systematic Literature Review................................................................................................3
3. Recommendation and Conclusion..........................................................................................6
4. Summary Table......................................................................................................................8
5. References............................................................................................................................12

2ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
1. Introduction
ShopHere is an organization that is founded in 1984 and gradually has achieved a
global exposure as a multichannel retailer. This retail foundation seeks to facilitate their
consumers with high quality services within the country of Australia. In recent times, the
organization has adapted effective decisions for providing ethical products to their consumers
in accordance to the view of the similar organizations collapse present within the global
market. The organization now uses ethical trading infrastructure for providing effective
services to their consumers. This report will deal with the research as well as will put a clear
assessment on the outcomes and provide a series of recommendations regarding the business
strategies of the organization and intends to focus on the ethical consumers present within the
target market of the organization.
1.1 Aims of the report
The primary aim of this report is to put a clear reflection on the overall business
strategies as adapted by the organization as well as come up with some recommendations,
which will help the organization to cope with the strategic goals thus leading to the consumer
satisfaction within the ethical consumer environment.
1.2 Objectives of the report
The prime objective of the report is to determine the strategies implied within the
business of ShopHere. The recommendations that this report provides is stated to be very
significant in respect to the ethical consumers associated with the organization. Moreover, the
recommendations will also adhere the concerns of the customers regarding the purchase
decisions of the consumers.

3ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
2. Systematic Literature Review
The systematic literature review in this section will be carried out by identifying the
two significant search terms that are likely to be ethics in business organization and the
consumers associated with the business . These are said to be the potential factors in
accordance to the organization of ShopHere, as this two search terms will guide the overall
systematic review of literatures for the intended strategies of the business.
According to Zollo et al (2018), the ethical consumers regarding any industry is duly
significant for the success of an organization. In accordance to the case study of ShopHere, it
can be depicted that the management of the organization tends to provide effective services to
their consumers. Moreover, they want to provide them with ethical services regarding the
consumption of the products that are provided by the organization. The business strategy
adhered by the organization is depicted as one of the innovative change within the
organization that led to cope with the organizational goals (Park 2018). Moreover, the ethics
related to the consumption of the services by the consumers is also stated as a significant
criterion within the business strategy implications of the organization.
As stated by Crane et al (2019), ethical consumers are stated to be a type in the area
of customer activism, which is essential for the standardization of an organization. The
organization of ShopHere after observing the present global market in regards to the other
organisations has adapted some decisive methodologies to enrich their business productivities
for the attraction of the ethical consumers towards the products as provided by the
organization. The ethical consumption of the goods as well as services intends to enhance the
growth and success of the organization, which further provides effective services to the
consumers (Brach et al 2018). Moreover, the business strategies as intended by the
organization tends to facilitate the consumers ethically so that the supply chain management
of the overall products in the organization. The ethics associated with the business of the

4ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
products as well as services provided to the customers assures the customers to remain
consistent with the same organization.
According to Chipulu et al (2018), the ethical decision-making as well as behaviour
of purchase are simultaneously related with the behavioural purchases of the customers. The
purchase intentions regarding the ethical issue related to the customer depends on the
customer attitude towards the products associated with the organization. This attitude assures
the intentional purchases regarding the consumers that are facilitated by the organization of
ShopHere (Hwang and Kim 2018). The interactions of the customers with the organizations
regarding the ethical purchases of the services as provided by the organization is depicted as
the innovative strategy in businesses regarding ShopHere.
As depicted by Potrashkova et al (2019), the preliminary approaches that an
organization takes to retain their customers is said to be the fact of providing good quality
products as well as services that can evaluate the ethical consumption of the products within
their bounds thus availing te great purchase decisions. This certainly provides the
organization to cope with the target market in the global platform regarding the organizations
associated within it (Joshi and Rahman 2018). Moreover, the organization of ShopHere also
adapts this methodology for achieving the viability as well as market strength of it. This also
adheres the quality and ethical products that are to be provided for the significance of the
potential customers within the market of the organization.
As stated by Chang and Long-Chuan (2019), the behaviour of a customer and the
decisions adhered by them for purchasing products from a specified organization is said to be
the prime factors regarding the success of an organization. In this respect, the above stated
factors can significantly identify the organizational performance regarding the organization of
ShopHere. These factors mainly seeks to provide customer satisfaction as well as desirability

5ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
of the customers’ needs and depends on the knowledge of the customers regarding the
products that the organization is providing to their consumers. The ethical products amplifies
the decision-making capability and the customer’s behaviour towards the organization.
According to Schlaile et al (2018), the ethical consumers of an organization is said to
be believed as the important criteria for the success of the said organization. This is depicted
from the research that the organization that tends to provide ethical level of goods as well as
services to the consumers amplifies their business with the help of this business strategy
(Moran 2019). The ethical consumers are the one that are said to be trustworthy as well as the
decisions that they take while purchasing an item from the organization meets a certain
number of standards regarding the consumption of the goods as provided by the organization.
According to Abdulrazak and Quoquab (2018), the purchase of ethical goods tends to
amplify the perception of an individual regarding the trust as well as satisfaction towards the
products of the organization. The continuous purchase intentions adhered by the customers
are said to be the effective trading mechanisms (Singh et al 2018). However, the quality of
the products that are served by the organization is said to be one of eth prime factors
regarding the retention of the customers and this factor attracts many new customers within
the environment of the organization.
As stated by Lee, Bhatt and Suri (2018), social desirability of the consumers is said to
be the predictable image that are acceptable to the overall society and gains social advantage
and acceptance. This is very significantly necessary regarding the enhancement of the
customer services that are provided by the organization. The desirable factors of the
customers and the ability to understand them and provide services is one of the significant
challenges faced by an organization. This is because the desires of a customers tend to

6ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
amplify the product qualities of an organization thus maintain the variety as well as the global
exposure of the organization.
Thus from the above systematic literature review it can be analysed that the
organization of ShopHere intends to provide its customers with the ethical products for
significantly providing them with the benefit of the products as well as services available in
the organization. Moreover, the organization can also adapt these methodologies for retaining
their customer as well as attract new customers within their organizational bounds for
meeting up the competition present within the market (Morris 2019). This will further lead
the organization to achieve their target market in terms of their customers and the ethical
consumption of the products to the customers within their organization.
3. Recommendation and Conclusion
The above stated report depicts the systematic literature review of the organizational
concepts regarding the target market, which is intended to be achieved by the organization.
The primary suggestions that can be recommended for the increase of the organizational
success within the present global market is said to be the usage of the good quality products
and services that tends to attract the consumers towards the organization. Moreover, the
business strategy as adapted by the organization regarding the ban of the usage of fur within
the products of the organization is depicted as an important strategy which will certainly
amplify the ethical consumers to get engaged in the business procedures within the
environment of this organization.
Thus, form the overall report stated above it is depicted that the behaviour of purchase
regarding the products provided by the organization are quite significant in get amplification
of the business strategies of the organization. Moreover, the above stated review of literatures
it can be deduced that the intended business strategy will be very helpful in accordance to the

7ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
consumers associated with the organization. However, it can be concluded that the ethical
consumers plays an important role in the organization of ShopHere for the future
enhancement of the business within the environment of the global market.

8ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
4. Summary Table
No
. Author Article title Research Design Content Results Arguments
1 Park, Kendall
Cox (2018)
Understanding ethical
consumers:
willingness-to-pay by
moral cause.
Quantitative analysis
of the consumers
which are ethical in
terms of the products
associated in the
organization
This article provides a
clear overview of the
moral cause that is
adhered by an
organization regarding
its customers
Many understand
ability factors in
accordance to the
ethical behaviours of
the consumers
Research in this area
is provided with the
adherence of
behaviours as well as
ethical issues within
the organization
2
Singh,
Jatinder J.,
Nitika Garg,
Rahul
Govind, and
Scott J. Vitell
(2018)
Anger strays, fear
refrains: The
differential effect of
negative emotions on
consumers’ ethical
judgments
Qualitative analysis
of the data regarding
the statements of the
consumers
This article briefly
states the effect of the
consumers emotions on
the organizational items
The overall aspect of
the customer
satisfaction is well
depicted by this article
Research of the
various customer
emotions will help the
organization to thrive
in a better position in
the market
3
Zollo,
Lamberto,
Sukki Yoon,
Riccardo
Rialti, and
Cristiano
Ciappei
(2018)
Ethical consumption
and consumers’
decision-making: the
role of moral intuition.
Qualitative analysis
of the data regarding
the effective
decisions taken by
the consumers
This article briefly
states the effect of the
moral decisive factors
regarding the business
with the products of the
organization
This article provides
the pro and cons of the
decision-making
capabilities of the
organization
Research of the
various customer
methods regarding the
consumption of the
ethical goods and
services
4 Crane,
Andrew, Dirk
Business ethics:
Managing corporate
Quantitative analysis
of factors associated
This states the overall
business ethics related
This article provides
the clear reflection of
Research of the
various sustainable

9ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
Matten, Sarah
Glozer, and
Laura Spence
(2019)
citizenship and
sustainability in the
age of globalization
with the business
sustainability
to the success of an
organization.
the sustainability
factors regarding the
business in the global
market
methods and corporate
sectors within the
business environment
5
Brach,
Simon,
Gianfranco
Walsh, and
Deirdre Shaw
(2018)
Sustainable
consumption and
third-party
certification labels:
Consumers’
perceptions and
reactions
Qualitative analysis
of the data regarding
the statements of the
consumers
This states the overall
certificates related to
the ethical consumers
This article provides
the clear reflection of
the perceptions as well
as reactions of the
consumers strategies
Research of the
various methodologies
for the sustainable
consumption
6
Chipulu,
Maxwell,
Alasdair
Marshall,
Udechukwu
Ojiako, and
Caroline
Mota (2018)
Reasoned ethical
engagement: Ethical
values of consumers
as primary
antecedents of
instrumental actions
towards multinationals
Qualitative analysis
of the ethical values
of the customers
This states the overall
values as adapted by the
consumers
This article provides
the clear reflection of
the ethical values
related to customers
Research of the
various ethical
engagement values
7
Chang, Hsiu-
Hua, and
Long-Chuan
Lu
(2019)
Actively persuading
consumers to enact
ethical behaviours in
retailing: The
influence of relational
benefits and corporate
associates
Quantitative analysis
of the customer’s
behaviours towards
the products
This states the overall
behaviours of the
consumers
This article provides
the clear reflection of
the ethical behaviours
related to customers
Research of the
various behaviours
management
regarding the
customers
8 Potrashkova,
Lyudmyla,
Methodological
provisions for
Qualitative analysis
of the empirical
This states the overall
perception of the
This article provides
the clear reflection of
Research of the
various perceptions

10ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
Diana Raiko,
Leonid
Tseitlin, Olga
Savchenko,
and Szabolcs
Nagy (2019)
conducting empirical
research of the
availability and
implementation of the
consumers socially
responsible intentions
research regarding
the perception of the
customers
customers regarding the
business strategies
the implementations
as well as availability
of the resources
regarding the
customers
9
Schlaile,
Michael P.,
Matthias
Mueller,
Michael
Schramm,
and Andreas
Pyka (2018)
Evolutionary
economics,
responsible innovation
and demand: Making
a case for the role of
consumers
Quantitative analysis
of the economics
regarding the
demand and
innovation in the
business
This srticel btriefly
states the demand as
well as the innovation
in the economic sectors
of the organization
This article provides
the clear reflection of
economic sectors of
the organization
Research of the
various methodologies
within the business
environment in
economic sectors
10
Abdulrazak,
Sham, and
Farzana
Quoquab
(2018)
Exploring Consumers'
Motivations for
Sustainable
Consumption: A Self-
Deterministic
Approach
Quantitative analysis
of factors associated
with the business
sustainability
This states the overall
customer motivations
related to the success of
an organization.
This article provides
the clear reflection of
the sustainability
factors regarding the
customers present in
the global market
Research of the
various sustainable
methods and corporate
sectors within the
customers for better
business growth
11 Moran, Nora
(2019)
Examining attitudes
on pay for low level
workers: do
consumers care?
Qualitative analysis
of care of consumers
This states the overall
attitudes of the
consumers
This article provides
the clear reflection of
care regarding the
customers
Research of the
various perceptions
regarding the care of
the customers
12 Lee,
Jeonggyu,
Siddharth
Bhatt, and
When consumers
penalize not so green
products
Quantitative analysis
of the products
provided by the
organization
This states the overall
perception of the
customers regarding the
products
This article provides
the clear reflection of
the products that are
provided by an
Research of the
various perceptions
regarding the
environment friendly

11ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
Rajneesh Suri
(2018) organization products
13
Joshi, Yatish,
and Zillur
Rahman
(2018)
Determinants of
Sustainable
Consumption
Behaviour: Review
and Conceptual
Framework
Quantitative analysis
of determinants
associated with the
sustainability of
business
This states the overall
customer behaviour
regarding consumption.
This article provides
the clear reflection of
the sustainability
consumption factors
of the products
Research of the
various sustainable
methods regarding the
product consumption
14
Morris,
Bethan
(2019)
Digital marketing and
young consumers: A
framework for
effective digital
marketing
communications
Quantitative analysis
of the digital
framework
This states the overall
perception of the
customers regarding the
business
communications
This article provides
the clear reflection of
the frameworks
regarding the digital
services
Research of the
various as well as
overall digital
marketing
communications
15
Hwang,
Kumju, and
Hyewon Kim
(2018)
Are ethical consumers
happy? Effects of
ethical consumers'
motivations based on
empathy versus self-
orientation on their
happiness
Quantitative analysis
of the ethical
consumers
This states the overall
effects with the help of
ethical consumers
This article provides
the clear reflection of
the customer
satisfaction
Research of the
various methodologies
on the customer
behaviours

12ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
5. References
Abdulrazak, Sham, and Farzana Quoquab. "Exploring Consumers' Motivations for
Sustainable Consumption: A Self-Deterministic Approach." Journal of International
Consumer Marketing 30, no. 1 (2018): 14-28.
Brach, Simon, Gianfranco Walsh, and Deirdre Shaw. "Sustainable consumption and third-
party certification labels: Consumers’ perceptions and reactions." European Management
Journal 36, no. 2 (2018): 254-265.
Chang, Hsiu-Hua, and Long-Chuan Lu. "Actively persuading consumers to enact ethical
behaviors in retailing: The influence of relational benefits and corporate associates." Journal
of Business Ethics 156, no. 2 (2019): 399-416.
Chipulu, Maxwell, Alasdair Marshall, Udechukwu Ojiako, and Caroline Mota. "Reasoned
ethical engagement: Ethical values of consumers as primary antecedents of instrumental
actions towards multinationals." Journal of Business Ethics 147, no. 1 (2018): 221-238.
Crane, Andrew, Dirk Matten, Sarah Glozer, and Laura Spence. Business ethics: Managing
corporate citizenship and sustainability in the age of globalization. Oxford University Press,
2019.
Hwang, Kumju, and Hyewon Kim. "Are ethical consumers happy? Effects of ethical
consumers' motivations based on empathy versus self-orientation on their happiness."
Journal of Business Ethics 151, no. 2 (2018): 579-598.
Joshi, Yatish, and Zillur Rahman. "Determinants of Sustainable Consumption Behaviour:
Review and Conceptual Framework." In Green Initiatives for Business Sustainability and
Value Creation, pp. 239-262. IGI Global, 2018.

13ANALYSIS OF BUSINESS STRATEGIES AT ShopHere
Lee, Jeonggyu, Siddharth Bhatt, and Rajneesh Suri. "When consumers penalize not so green
products." Psychology & Marketing 35, no. 1 (2018): 36-46.
Moran, Nora. "Examining attitudes on pay for low level workers: do consumers care?."
Journal of Consumer Marketing 36, no. 1 (2019): 136-145.
Morris, Bethan. "Digital marketing and young consumers: A framework for effective digital
marketing communications." (2019).
Park, Kendall Cox. "Understanding ethical consumers: willingness-to-pay by moral cause."
Journal of Consumer Marketing 35, no. 2 (2018): 157-168.
Potrashkova, Lyudmyla, Diana Raiko, Leonid Tseitlin, Olga Savchenko, and Szabolcs Nagy.
"Methodological provisions for conducting empirical research of the availability and
implementation of the consumers socially responsible intentions." arXiv preprint
arXiv:1901.00191 (2019).
Schlaile, Michael P., Matthias Mueller, Michael Schramm, and Andreas Pyka. "Evolutionary
economics, responsible innovation and demand: Making a case for the role of consumers."
Philosophy of Management 17, no. 1 (2018): 7-39.
Singh, Jatinder J., Nitika Garg, Rahul Govind, and Scott J. Vitell. "Anger strays, fear refrains:
The differential effect of negative emotions on consumers’ ethical judgments." Journal of
Business Ethics 151, no. 1 (2018): 235-248.
Zollo, Lamberto, Sukki Yoon, Riccardo Rialti, and Cristiano Ciappei. "Ethical consumption
and consumers’ decision making: the role of moral intuition." Management Decision 56, no.
3 (2018): 692-710.