Higher National Certificate: Debenhams SWOT Analysis & Recommendations

This assignment provides a comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the retail company Debenhams. The analysis identifies Debenhams' strengths, such as Wi-Fi availability and multi-channel retail, while also highlighting weaknesses like high prices and lack of promotion. Opportunities include supporting charities, while threats encompass competitors like Farfetch and the decline of physical stores. The document explores issues such as customer service, employee incentives, and the impact of online shopping. The assignment also provides recommendations for improving customer service through leadership and management, emphasizing the importance of staff training, participative leadership, and employee empowerment. The assignment concludes with references supporting the analysis.

MANAGEMENT AND OPERATIONS 1
MANAGEMENT AND OPERATIONS
Name
Institution Affiliation

MANAGEMENT AND OPERATIONS 2
+You are required to submit a full SWOT Analaysis on a A4 size sheet in a suggested
format.
In this assingment, I am going to give full SWOT analaysis about Debenhams. I am going
to intruduce you to debhenham . i am going to show you full analysis about Debenhams.
Strength Weakness
 Wifi avability
 Mult chenal retail
 different product offering
 Big store unafforable price
 It has lack of fashion age 16 to 25
 Not good in the market
 Lack of promotion
 50 stores closing the next 5 years
 Asking customers credit card
 Not giving discount in 2017
Opportunity Threats
 Debenham supports charities  Farfetch company
 Interenet
 Asking customers credit card
 Market share

MANAGEMENT AND OPERATIONS 3
Internet Threats
Debenham shuting down fifty stores over the next. They also saying they plans and how
Debhenham store are making profitable. They have survived with years 160 stores and it
never needed that many stores. This is because customers are shopping online more
than in stores. They think debeham is a company ment to have 100 stores. They want to
have better stores ,better expense and they will have to close number stores over 5
years. So, clearly we can see they are not doing well and consumers moving to internet.
Not Good In The Market
I think Debenham is not spending alot money on the market to get ahead. For example
adverts, new products and they are not keeping up with new product because they are
not lunching due to failer expectations. Nowdays customers order things on internet with
cheaper prices. Debenhams stores only target people in that area which gives internet
high chances. So, it is clear that debenham is strullging in the market enviroment today
keep it up.
Asking Customers Credit Card
Regular debenhams customer are asked same equestios. Customers can get annoyed
everytime they asked becasue they come to shopping and not the companies credit
card. One of the advantages customers can get is that debenhams member staffs
always asking this question. Therefore, staff memebers annoy regular customers and
staff memebers have to do otherwise they will get into trouble.
Debham Staff Memeber
staff members get incentives for every card that is opened and this incentive is really
bad. Basicially it is 30 pence for every card that is open to be spended on debenham.
This makes imployees think it is not worth it because all the hard work they did and they
are not satisfied.
Employee disaccount
Debenhams employees not giving disacounts. Debenham used to give employees
disacount In may , june 2017 but it has been taken back. This is because they want thier
employees to take thier brand master card. Employees fought for staff disacount card
and won in 2018. So it is clear, now they providing 25 % discount for every employees
and is still not good look for debenhams.
Debhinham Threats
Debehams has many retails comapeting such as yoox group, Asos , amazon, Topshop
and thier biggest competitor is Fartetch. also the owner is in thier shareholders.
Debenham Offers Different Products
Debenham sales clothings bangs furnityer celectrical , perfumes, shoes , gifts and
accessories.Debennham has different products offering which gives advantages to

MANAGEMENT AND OPERATIONS 4
increase sales revienue. This will lead to a lunching a new products and get more
satifated customers. So , this will give them rise above thier compeitors.
Debenhams Supports Charities
Debenhams aim is to support children who are disadvantages Debenhams also impact
on its environments by supporting charities such as children’s hospice associations,
breast cancer campaign, disasters emergency committee, help for heroes, Fashion
targets and breast cancer , look good feel better and so on.
Part B
Based on the above Swot analysis multiple Strengths, weaknesses, opportunities and
threats can be identified. Customer service at the store can be improved through
leadership and management in a number of ways. First, training is a key aspect of
effective customer care service. The organization may improve the quality of the
services received by customers by training its customer care staff. Training will instil
essential skills to its staff to enable them to deal effectively with customers. In addition
the management may also play a participative role in the provision of customer care
services to help set standards on the best practice. Through this approach, the
leadership of the organization will create a culture where customer service will be a top
priority in the organization. This culture will be established at all levels and be
speheheaded from the top. It can also be achieved by hiring the right people. Such
people are deemed to have the required knowledge of dealing with different customers.
This will enhance the quality of customer care services. The organization should also
focus on coaching and empowering its staff. By empowering its customer care staff, they
will be motivated and highly productive. It will also improve their decision making
abilities hence improving the quality of customer care services (Wilson,Zeithaml, Bitner
& Gremler, 2012).

MANAGEMENT AND OPERATIONS 5
Communication skills, courage, vision, exemplary self awareness integrity and
honesty are some of the aspects of good leadership. Adoption of a participative
leadership style would also be appropriate for the organization. Through this the input
of staff will be considered in major decisions (Dolatabadi & Safa, 2010).
References

MANAGEMENT AND OPERATIONS 6
Dolatabadi, H. R., & Safa, M. (2010). The effect of directive and participative leadership style on
employees’ commitment to service quality. International Bulletin of Business
Administration, 9(1), 31-42.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating
customer focus across the firm (No. 2nd Eu). McGraw Hill.