Graduate Diploma: Retail Business Functions Report Analysis

This report provides an in-depth analysis of the business functions of retailers, focusing on marketing communication, customer-oriented approaches, and integrated marketing communication. It examines the Countdown NZ Queens Street case study, exploring its marketing communication strategies, including targeted outcomes for wholesalers and customers. The report delves into the customer-oriented approach, evaluating product, price, promotion, and place strategies. Integrated marketing communication is discussed, highlighting its role in achieving marketing campaign objectives. The report then evaluates the contemporary retail environment, discussing how retail stores have become a brand, entertainment destinations, and are offering new services. Strengths, weaknesses, opportunities, and threats of the Countdown NZ Queens Street are evaluated, and a comparison of New Zealand retailers is provided. The report concludes with a discussion of innovative displays and creative store design.

BUSINESS FUNCTIONS OF
RETAILERS
Running Head: BUSINESS FUNCTIONS OF RETAILERS 0

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Table of Contents
Task/Question 1 (LO1)....................................................................................................................4
1.1 Investigations and aspects of countdown NZ queens street marketing communication
using two targeted outcomes...........................................................................................................4
1.2 Relevance of industry................................................................................................................4
Marketing and communication services provided by the Countdown NZ Queens Street to
wholesalers..................................................................................................................................4
Marketing and communication services provided by the Countdown NZ Queens Street to
customers.....................................................................................................................................5
1.3 Customer-oriented approach......................................................................................................6
Customer (Product)......................................................................................................................6
Cost (Price)..................................................................................................................................6
Communication (Promotion).......................................................................................................6
Convenience (Place)....................................................................................................................7
1.4 Integrated marketing communication........................................................................................7
Task/Question 2 (LO2)................................................................................................................9
2.1 Application and relevance in the contemporary retail environment..........................................9
The retail stores have become a brand.........................................................................................9
Entertainment destination............................................................................................................9
Offering new services................................................................................................................10
2.2 Evaluation............................................................................................................................of 10

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Strength......................................................................................................................................10
Segmentation penetration......................................................................................................11
Employee policies..................................................................................................................11
Good customer tracking.........................................................................................................11
Managing perceptions............................................................................................................11
Weakness...................................................................................................................................11
Confused................................................................................................................................11
Partial behavior to certain markets........................................................................................12
Price wars...............................................................................................................................12
Low presence.........................................................................................................................12
Opportunity................................................................................................................................12
Focus on experience..............................................................................................................12
Amalgamation........................................................................................................................12
Emerging economics.............................................................................................................13
Execution of Strategies..........................................................................................................13
Threat.........................................................................................................................................13
Competition...........................................................................................................................13
Focus on health......................................................................................................................13
Intense competition................................................................................................................13
New technologies...................................................................................................................14

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2.3 Comparison of New Zealand retailers.....................................................................................14
Innovative displays....................................................................................................................15
Creative store design..................................................................................................................15
References......................................................................................................................................16

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Task/Question 1 (LO1)
1.1 Investigations and aspects of countdown NZ queens street marketing communication using
two targeted outcomes
Marketing communication of countdown NZ Queens Street has the potential of
communication. This carries out a plan to control the process of production for marketing tools
and possibilities within a business to continue to maximize the impact of use service or product
for a small amount of cost. Marketing communication of countdown NZ Queens Street is a
strategic process of business that execute coordination, and grow decision to measure brand
communication program from the aspects of consumers, employees, and associates with target
relevant to an internal and external audience. Marketing communication is more to the
coordination of a business outgoing message by comparing in different media and consistency of
the message throughout. This is an aggressive marketing plan to capture and use a large area of
customer information to control and follow the strategy of marketing. This organization refers to
schemes or programs to inform customers about services, product. The motive of the
organization is to enhance the base of customers and to increase the volume of the sales (Dhruv,
Retail Marketing Communication, 2011).
1.2 Relevance of industry
Marketing and communication services provided by the Countdown NZ Queens Street to
wholesalers
Countdown NZ Queens Street performs marketing and communication services of dual
functions for assembling and buying goods. This organization has a valuable source of
information and feedback for the wholesalers to turn pass on similar information to the

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procedures of the products. Critical information includes changes in the purchasing preferences
of customers. An experience by the use of the product, prices feedback and product quality
passed to the wholesaler. This improves organization current service and customizes solutions of
product according to the requirements of customers. This organization absorbs most of the
burden of the wholesaler and manufacturer to sell good in small quantity to customers. This
organization supports the wholesaler as a channel for goods distribution to customers. Its present
a point of contact between the customers and wholesalers. This organization is also responsible
for improving and creating the demand for many products by taking care of merchandising
activities and display (Ismet, Girard, & Anitsal, 2012).
Countdown NZ queens street marketing and communication services have capabilities of
risk management including many kinds of risks like damage or loss of the product due to
deterioration in quality, spoilage or perishability (Dhruv, Innovation in Retail Pricing and
Promotions, 2011).
Marketing and communication services provided by the Countdown NZ Queens Street to
customers
Countdown NZ Queens Street ensures ready stock availability of goods to consumers in
appropriate quantity and sells goods to customers according to the specifications of quantity.
This organization ensures the availability of an extensive variety of product choices to
consumers by keeping different varieties at many prices. This organization also provides heavy
cash discount and facilities of credit on the purchase of many products to customers. This
organization provides customized services and pay consumers attention for achieving higher
level satisfaction to deliver service or product. This organization maintains and purchase a stock

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of products that are demanded by the consumers. This organization has aimed at catering the
requirements of consumers by different capacities of buying (Sindy, 2016).
Countdown NZ queen street organization has a direct point of communication or contract with
the consumers to gather information regarding the changing preference and taste of the
customers, pass on the feedbacks of consumers to the manufacturers for regular improvement in
the delivery of services. This organization also has many channels for a new product launch in
the market by direct interface with the customers to directly communicate about the features and
advantages of new product (Strom, Vendel, & Bredican, 2014).
1.3 Customer-oriented approach
Customer (Product)
Countdown NZ queen street organization product is something that customer finds
desirable and something different about sets it apart from all the rest of the competition. This
organization has an effective way to achieve is to first find and the right untapped market and
develop the product in place of trying to fit a readymade product into the market. Testing of a
product of Countdown NZ queen street organization is a key element for both customer and
product variable (Wani, 2013).
Cost (Price)
The variables of cost provide more detailed information about the consumers than the
price variable does. The Countdown NZ Queens Street organization has a price that is the
amount of money that customer will be willing to pay to acquire service of good. Cost of the
products for the organization is also related to the production of services and products. This
organization focuses on the increased price of the products while reducing the cost to satisfaction

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by measures that have a minimal influence on the bottom line of the organization (Ramaraju,
2014).
Communication (Promotion)
Lauterborn reflects promotion is a manipulative source driven by the seller. According to
him, communication is a corporative action to drive more by the customer of a product.
Promotion and methods regularly involve new avenues and means to reach customers.
According to retail organization Countdown, NZ queen street methods of promotion remain
effective, a niche marketing focus needs a bit more. Communication works to create a significant
relation with customers by a focus on needs and lifestyles. This is wider and includes different
forms that communication takes. This includes more of a take and gives between seller and
buyer. Advertising is the form of communication that helps the organization to understand that
market in a better way to enhance sales and loyalty of customers (Gilaninia, Taleghani, & Azizi,
2013).
Convenience (Place)
Countdown NZ queen street organization includes the proliferation of online
marketplaces. This has made the provisions of products to the customer a whole new ball game.
According to this organization, customers are not bound to really go to a physical site to meet a
need and there is an endless selection of places online to do so. This organization is aware of a
particular group of customers as a group makes purchase orders to make it convenient for them
to buy. The traditional value chain involves in getting a product into hand of customers as the
variables of convenience considers much more (Nezakati & Abu, 2011).

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1.4 Integrated marketing communication
Integrated marketing communication is an approach to achieve objectives of a marketing
campaign by a well-coordinated use of different promotional methods that are intended to
reinforce each other. The strategic role of Countdown NZ queen street organization has
communication disciplines like advertising, public relations, and sales promotion provides
consistency, clarity, and increased impact to combine by a comprehensive plan of
communication. This is the application of the consistent messaging brand across both
nontraditional and traditional marketing channels. Integrated marketing communication is the
development of strategies of marketing and creative campaigns that weave together multiple
marketing disciplines (paid advertising, public rations, promotions, social media, and owned
assets that are selected and executed to suit the particular goals of the brand (Kathy & Borges,
2011).
This organization refers (public relations) a face to face selling and establish a direct in-
person connection with the prospective customer that builds trust and sale by the promotion. This
organization makes an expenditure to promote products by things like the internet and media.
The main advantage of this technique of promotion is a one-way conversation that refers
customers to focus on the benefits of services or products. Direct marketing is also referred by
the organization to a sheer amount of it that people receive daily like direct mail marketing and
email. The advantage of sales promotion is that it changes the perception of a customer of
service and product value. This is done by putting coupons on a flyer or snack chips sold on a
point of purchase display.
In place of using many media TBT first aid organization tells retail sector of NZ brand's
overall story with integrated marketing communication the marketing leverages that each

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channel of communication intrinsic strengths to achieve a greater impact together than each
channel could achieve individually. This requires the marketer to understand the limitation of
each medium including the audience willingness/ability to absorb messaging from that medium.
This understanding is integrated into a campaign strategic plan from the very beginning of
planning that brands no longer simply speak with consistency, but speaks with efficacy planned.
This concept provides added benefits that include a singular/synchronized voice and experience,
cost-effectiveness generated by production, creativity, and opportunities for bonus and added
value. This organization uses public relation promotional methods to create a favorable image to
supply direct information about service or products. This helps the organization to promote
future decisions of purchasing efficiently. Corporate image is a public relations that accept it is
more direct. This seeks the shape the image of the organization in a specific way and reduced a
declining trend because of the poor perception about the service or product (Welch, 2011).
Task/Question 2 (LO2)
2.1 Application and relevance in the contemporary retail environment
The industry of retails has reached a tipping point. Economic times has brought in the rapid
focus of the reality of changing behaviors of customers. A customer has different expectations of
services, products, environment, and values. These all accessed by the retail sector for
fundamental transformation that is necessary to survive (Sorescu, 2011).
The retail stores have become a brand
Retailers redefine the proposition of store and identify the best address to change the
needs of customers within the store walls. The stores are necessary to have an embodiment of

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brand and destination for customers at there they can do much more to browse and transact. This
is an integral brand of multichannel experience (Badrinarayanan, 2012).
Entertainment destination
Retailers are freeing space to generate new experiences customers in-the store that entertains the
customers. Retailers of fashion are increasingly large screens, leveraging video content, and
interactive displays in outlets to attract consumers in stores. This keeps experiences with fresh
relevant and continues efficient digital content to enhance sales (Rituparna, Sengupta, & Guin,
2012).
Offering new services
Retailers promoting new services to customers by exploring opportunities to partners
with complementary brands within the stores of walls. Format of a store should include flexible
features that support fresh customers support (Lanlan, 2015).
2.2 Evaluation
The retail organization is countdown NZ retail organization. This is a leading grocery
shop and supermarkets brand and subsidiary of Woolworths limited with 184 supermarkets
across New Zealand. This organization provides choices to customers for more than 20000
different products in their stores. The operation of this organization are handed in New Zealand
head office in Mangere, Auckland. Target market demographics of Countdown organization is
the earners of high income and the living standard measure group of 8 to 10. This organization
targets two markets likes the lower standard measuring groups and growing black middle class in
a few years they will buy clothes and food from stores (Ponting, 2019).

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Strength
The most basic advantage of Countdown is that there are many points of sale, distribution
centers, and supply chains to conduct business. The business also encourages the development of
the online food bank development and iPhone applications in Auckland to develop the
innovations needed to create the necessary convenience for customers. Also, Countdown
concentrates on retailing by customized products and loyalty cards. Supermarkets also
concentrate on maintaining the natural environment by decreasing the influences on nature.
Segmentation penetration
This organization has started to move on the lower value segments by ensuring the
private labels values brand.
Employee policies
This organization is known as a people savvy employer. For providing satisfaction also
this organization is offering perks and bonuses continually to employees.
Good customer tracking
The countdown has started to track their customers by tools of business analysis to
develop a purpose and social media analytics.
Managing perceptions
This organization has made possible to manage perceptions to balance segments across
income strata by pricing as well as promotion policies to increase business.
Weakness
Countdown's operations have potential difficulty associated with operation failures of the
EFTPOS machine that expose customers to problems in checking the billing of counters and