Holmes Institute HK2042: Retail Management - Changing Retail Landscape

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This report provides a comprehensive overview of retail management in the Australian market, specifically focusing on the evolution of department stores and discount stores. It begins with an executive summary highlighting key aspects such as retail institutions, the retailing system, and changes in the retail landscape, using examples like Coles and ALDI. The report delves into the key drivers of change, including technology, mergers, and downsizing, and explores future aspects of retailing, suggesting alternative retail store options such as 7 Eleven and COSTCO. Furthermore, it offers recommendations based on the adoption of better technology, services, and workforce improvements to meet high customer demand. The report covers the retail life cycle, wheel of retailing, and the impact of various factors on the retail sector. The research also includes the analysis of operational models, technology, marketing, physical stores, mergers, downsizing, and diversification. The report concludes with recommendations for retail stores to sustain in a competitive market.
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RUNNING HEAD: RETAIL MANAGEMENT
Retail Management
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RETAIL MANAGEMENT 1
Executive summary
The report summarizes on the title ‘Retail Management’. The retail institutes suggest
that ‘Department’ and ‘Discount stores’ as major types of retail stores in the Australian
market. The retailing system proposes the concept of a retail system and its status. It
also comprises of the ‘Wheel of Retailing’ and ‘Retail life concept’ by using as ‘Coles’
and ‘ALDI’ as examples. The next section includes factors such as technology, merger,
downsizing as the key driver of change in retail patterns. The report also presents the
possible future aspects and amendments in retailing. Additionally, it suggests ‘7 Eleven’
and ‘COSTCO’ as alternate retail store options for Australian customers. The last
section provides recommendations based on the adoption of better technology, services
and improved workforce to avail the high customer demand.
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RETAIL MANAGEMENT 2
Contents
Introduction........................................................................................................................3
Retail institutions................................................................................................................3
Retailing system................................................................................................................4
Change and development in the retailing system.............................................................4
Key drivers of change and development...........................................................................5
Future aspects of retailing.................................................................................................7
Substitute retail stores.......................................................................................................7
Conclusion.........................................................................................................................8
Recommendations.............................................................................................................8
Bibliography.......................................................................................................................9
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RETAIL MANAGEMENT 3
Introduction
The research report is prepared on the title ‘Retail Management’. Retail management
refers to all the procedures that help the customers to acquire the chosen commodities
from the retail stores for their end use. Retail management is a set of plans and
processes to build effectiveness in the retail environment to gain customer satisfaction.
This process aids in stimulating sales and enhancing the customer satisfaction level
(Gielens & Gijsbrechts , 2018).
The basic purpose of the research report is to pour light on the development of retail
stores. Additionally, it provides an opportunity to upgrade the knowledge based on retail
management. It offers a chance to practically apply the knowledge in real-life
companies.
Retail institutions
Department stores: It operates on a large scale and sells multiple goods under a
single store. A departmental store is divided into sub-department that sells specialized
merchandise. It offers products like groceries, electronic appliances, home appliances
and accessories. It is engaged in extensive advertising. Generally, these are attractive
in their appearance. Additionally, it offers various other amenities (restaurants, banks) to
enhance the shopping experience. The recognized department stores in Australia are
Kmart and Myer (Ranker, 2019).
Discount stores: it offers products at a relatively low price than a departmental store.
They rely on ‘high-volume, low-profit margin’ strategy to offer products at a discounted
price. They usually attract customers that are price-conscious. They offer multiple
products including clothes, bedding furniture, cosmetics and stationery. These stores
rarely offer additional activities like a food court and parking structure (Zentes et al.,
2012 ). COSTCO is the key example of discount stores as it is leading in Australia
(Martin , 2018).
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It is examined that department stores and discount stores are closely related. These
also attain certain similarities in their nature. Both the retail stores are generally located
at a prime location and sell a wide variety of products. It is assessed that high amount of
capital is required to establish Department and Discount stores.
Retailing system
It is a process involving buying and selling of products. In this process, a retailer sells
small quantity products to the customers through the direct channel (Gielens &
Gijsbrechts , 2018). It is analyzed that there are large numbers of retailers within the
Australian market. However, there are only specific retailers recognized in the
international market. One of the fine examples of globally recognized Australia based
retailer is ‘Woolworths’ (Brand Finance , 2019). With the rise in number of population,
growing demand and higher profit prospects, many retail brands like ALDI and
COSTCO have established its footprints in the Australian market. Additionally, it is
analyzed that Australia retail sector is growing at a positive rate (D’Arcy, 2012).
Change and development in the retailing system
Wheel of retailing: It is a managerial concept. As per the wheel of retailing concept, a
retail business initiates with low cost, low price and low margin. Additionally, it suggests
that as the retail business adopts respectable position, it focuses on attaining high
revenue (E. & Kurtz, 2012).
Example: ALDI is a Germany based supermarket store in Australia. It has opened its
retail store in the year 2001. It has entered the Australian market with low cost and
margin. Gradually, it has enhanced its operations by opening number of stores in
Australia (Australian Food Timeline , 2019). Currently, it has achieved a respectable
position among the Australians and giving tough competition to ‘Woolworths’ and ‘Coles’
(Lane , 2019).
Retail life cycle: There are mainly four stages in the retail life cycle. These are
described below:
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RETAIL MANAGEMENT 5
1. Innovation: It is the introduction stage. At this stage, a new product/service is
launched in the market. This stage is characterized by innovation and market
expansion.
2. Development: It is the growth stage. At this stage, the competition is enhanced
for the retail store.
3. Maturity: at this stage, the retail store brand has reached its full potential. It
ultimately results in decline in profits and customer loyalty. In order to reduce the
negative impact of this stage, innovation should be adopted rather than
discounting.
4. Decline: This is the last stage of the Retail life cycle. At this stage, there is a
decline in customer strength. Additionally, this stage is marked by low profits and
low competitive advantage (Baker , 2012).
Example: ‘Coles’ is an Australian based retail store brand. It was founded in the year
1914. It is assessed that soon after its launch, it has entered in the innovation stage
(Coles , 2019). Gradually, it gained a large started customer base and also started
facing high competition from supermarket brands like Woolworths (Keith, 2012). In order
to remain competitive, Coles has adopted newer technology by collaborating with
Microsoft (Barbaschow , 2019). Additionally, it has also adopted the concept of little
shops to target children and sustain adequate profits (Taylor, 2019). Thus, it is analyzed
that Coles is still prevailing at the maturity stage and has not entered the decline stage.
This is because Coles is still availing adequate profits and demand for its products in
the Australian market (Neo , 2019).
Key drivers of change and development
1. Operational model: It also altered its business practices. It has reduced the
manual requirement by the initiation of technology. About 42% Australian
retailers have started providing ‘click and collect’ service (Mortimer & Grimmer ,
2017). It has started developing cashier-less stores to upgrade retail store
experience. One of the fine examples of change in operation model is the
creation of convenient stores in Australia.
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RETAIL MANAGEMENT 6
2. Technology: With the up-gradation in technology, retail stores are enhancing the
usage of artificial intelligence to improve customer experience (Bayern , 2018).
Retail stores are adopting upgraded technology to meet the essential
requirements. Similarly, ‘Woolworths’ is also adopting the use of ‘scan and go’
technology (Hall , 2019).
3. Marketing: It is assessed that with the rise in number of retail stores, tough
competition is prevailing in the retail industry. In order to attain high market
share, marketing has become obligatory for the major retailers. It is also opting
for digital marketing as customers show high engagement rate on digital
channels in Australia. It is enhancing the use of digital coupons, emails and
advertising to gain customer traffic (AFN, 2012).
4. Physical stores: It is examined that with the rising population, the number of
physical stores is also rising. Additionally, one of the key evolutions in physical
store is the initiation of ‘Convenient store’ (AFN, 2012). Despite physical stores, it
also serves its customers through digital platforms. It is analyzed that gradually
customer’s preference is rising for online purchasing. Thus, to align with the
customer’s inclination, retail stores brands are also operating via online channels
in multiple channels.
5. Merger: It is an agreement involving the collaboration of two organizations. In the
merger, either one company absorbs the other or both the organizations emerge
as a new business entity. It mainly helps in achieving economies of scale,
enhancing market share and goodwill in the market. Thus, it is considered as a
business growth strategy as it helps in the development of the organization
(Trautwein, 2013). In the Australian retail industry,
6. Downsizing: An organizational practice involves a reduction in the business size
and its activities. It also involves minimizing the unproductive workforce operating
in the business. It acts as a growth strategy as it helps in improving the financial
position of the organization. Thus, it is mainly adopted in recessionary situations
to cut costs (Datta, 2010). It is examined that one of the recognized retail
company named as MYER, has experienced downsizing. It has shrunk its
operations by reducing the number of retail outlets. It is assessed that MYER has
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RETAIL MANAGEMENT 7
already closed two of its stores and planning to shut more. It has taken such a
step as it will help the company in cutting the cost of $21 million (Mitchell, 2019).
7. Diversification: It is a process involving business enlargement by enhancing its
range of products/services and markets. It is also referred as a risk management
strategy as it involves investment in different industrial areas (Bowen, 2015).
Woolworths Retail Company sets a fine example of diversification by diversifying
its market. It has large number of stores in the international market. It has its
retail outlets in multiple countries including Hong Kong, Singapore and South
Africa. It Africa, Woolworth’s has around 46 stores (Maritz, 2011). Besides
physical stores, it also operates via digital channels in countries like South Africa
(BUSINESSTECH, 2017) .
Future aspects of retailing
As per the research, it is analyzed that within the next five years, there will be an
enhancement in online sales.
It is examined that only 65% of sales will be conducted through physical retail
stores.
There will be a subsequent change in retail formats to attract customers in the
rising competition.
There will be a reduction in the retail store rents.
There will be the emergence of footprints stores (Moore , 2019).
Substitute retail stores
It is analyzed that ‘COSTCO’ and ‘7 Eleven’ can be alternate retail stores for
Australians. COSTCO is an America based retail store brand. It can act as a successful
retail store brand in Australia because it is engaged in selling only high-quality products.
Additionally, it focuses on providing customers with certain degree of amusement. To
retain the attention of customer, it also provides free samples as a strategy. Moreover, it
is assessed that there is availability of easy refund eradicating a long time-consuming
procedure. Thus, COSTCO attains a quality position in the Australian market because it
lays prior attention in making its customers satisfied (Minahan, 2012).
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RETAIL MANAGEMENT 8
‘7 Eleven’ has opened convenient stores in Australia. In order to provide its customers
with upgraded experience, it has initiated the ‘Click and Go’ concept. It facilitates its
customers to experience cash and card-free shopping. It provides its customers to
complete their transactions with their cell phones. Additionally, it lacks physical
checkout counter (Hall , 2019). Thus, it can act as a suitable alternate store option for
Australians as it provides better customer experience.
Conclusion
The report is based on the title ‘Retail Management’. From the research report, it is
concluded that the retail industry has experienced a perceptible degree of evolution in
Australia. It is analyzed that Australia’s retail industry is experiencing growth and within
the next five years, there will be subsequent changes in the retail pattern. However, it is
assessed that retail industry can avail more profits and improved customer experience
by relying on feasible recommendations.
Recommendations
In order to sustain in a competitive market, Retail stores should focus on
providing its customers with unique store experience. Thus, it should develop
smaller footprints stores as it supports high technology support.
It should provide services like ‘home delivery’ and ‘pick up in store’ to its
customers. This step will ease the shopping experience of customers.
It should also train its staff members to provide better personalized service to its
customers. This step will help in building harmonious relations (Moore , 2019).
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RETAIL MANAGEMENT 9
Bibliography
AFN, 2012. Convenience stores in Australia, a revolution and more evolution. [Online]
Available at: http://www.ausfoodnews.com.au/2012/10/30/convenience-stores-in-
australia-a-revolution-and-more-evolution.html [Accessed 25 August 2019].
Australian Food Timeline , 2019. 2001 Aldi arrives in Australia. [Online] Available at:
https://australianfoodtimeline.com.au/aldi-in-australia/ [Accessed 29 August 2019].
Baker , , 2012. The Marketing Book. Abingdon: Routledge.
Barbaschow , , 2019. Coles partners with Microsoft to transform its business for the
future. [Online] Available at: https://www.zdnet.com/article/coles-partners-with-
microsoft-to-transform-its-business-for-the-future/ [Accessed 29 August 2019].
Bayern , , 2018. 10 technologies leading digital transformation in retail. [Online]
Available at: https://www.zdnet.com/article/10-technologies-leading-digital-
transformation-in-retail/ [Accessed 25 August 2019].
Bowen, H.P..B.H.K.a.P.G.E., 2015. Globalization and diversification strategy: A
managerial perspective. Scandinavian Journal of Management, 31(1), pp.25-39.
Brand Finance , 2019. Woolworths Winning the Supermarket Brand War. [Online]
Available at: https://www.brandfinance.com/news/press-releases/woolworths-winning-
the-supermarket-brand-war/ [Accessed 29 August 2019].
BUSINESSTECH, 2017. Woolworths sees significant increases in online shopping.
[Online] Available at: https://businesstech.co.za/news/internet/211097/woolworths-sees-
significant-increases-in-online-shopping/ [Accessed 15 November 2019].
Coles , 2019. Our History. [Online] Available at:
https://www.coles.com.au/about-coles/centenary [Accessed 29 August 2019].
D’Arcy, P..N.D.a.S.S., 2012. Costs and margins in the retail supply chain. RBA Bulletin,
pp.13-22.
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RETAIL MANAGEMENT 10
Datta, D.K..G.J.P..B.D.a.P.A., 2010. Causes and effects of employee downsizing: A
review and synthesis. Journal of Management, 36(1), pp.281-348.
E., L.B. & Kurtz, L., 2012. Contemporary Marketing, 2013 Update. Cengage Learning.
Gielens , K. & Gijsbrechts , , 2018. Handbook of Research on Retailing. Edward Elgar
Publishing.
Hall , , 2019. 7-Eleven opens its first click-and-go concept store in Australia. [Online]
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[Accessed 29 August 2019].
Hall , , 2019. Woolworths extend trial for scan-and-go technology that could do away
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Lane , , 2019. Supermarket shoppers love Aldi’s low prices, and that’s a big worry for
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[Accessed 24 August 2019].
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Minahan, S.M..H.P.a.B.C., 2012. Costco and the Aussie shopper: a case study of the
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and Consumer Research, 22(5), pp.507-27.
Mitchell, S., 2019. Shrinking to greatness: Myer to refurbish rather than close
Belconnen. [Online] Available at: https://www.afr.com/companies/retail/shrinking-to-
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Moore , , 2019. In-store sales are dropping, so what does the future of retail look like?
[Online] Available at: https://www.smartcompany.com.au/industries/retail/in-store-sales-
dropping-future-australian-retail/ [Accessed 29 August 2019].
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Neo , P., 2019. Australian grocer Coles eyes $685 million in savings, shares jump.
[Online] Available at: https://www.foodnavigator-asia.com/Article/2019/02/26/Vegan-
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storeshttps://www.ranker.com/list/the-best-australian-department-stores/department-
stores [Accessed 25 August 2019].
Taylor, , 2019. Coles relaunches Little Shop promotion despite criticism over plastic
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Trautwein, F., 2013. Merger motives and merger prescriptions in Mergers &
Acquisitions. Abingdon : Routledge.
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Zentes, J., Morschett, D. & Klein , H.S., 2012. Strategic Retail Management: Text and
International Cases. Springer Science & Business Media.
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