Business Logistics Report: Analyzing Super Retail Group's Operations

This report provides a comprehensive analysis of Super Retail Group's business logistics, examining its operations, value chain, and sustainability practices. The introduction offers an overview of the company, its history, and its market position in the automotive retail industry, emphasizing its long-standing presence and customer loyalty. The report then delves into the key value chain, highlighting the importance of a stable supply chain and technological advancements in enhancing efficiency. It discusses the company's focus on cost savings, skilled workforce, and partnerships. The report also assesses the sustainability of the organization's operations and supply chain, emphasizing the importance of sustainable practices for maintaining a competitive edge and gaining market share. The report further explores the impact of global ramifications on the organization's ability to adapt to market changes and maintain its competitive advantage. The conclusion summarizes the key findings, emphasizing the need for Super Retail Group to continuously adapt its strategies to address internal and external factors and maintain its position in the market.

CHOOSING A BUSINESS
ORGANISATION

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
1. Overview of organization....................................................................................................................3
2. Key value chain...................................................................................................................................5
3. Sustainability of the organization’s operations and supply chain practices..........................................6
4. Impact of global ramification on organization’s ability.......................................................................7
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
Business logistics is managing all the projected requirement, physical movement, raw
material, procurement; etc has to be present in the business so that the organization can function
effectively in the market. Super retail group is an Australian organization which is an auto
mobile store which is a great factor for the company. Super retail group has been in the industry
for 48 years which is making the organization get a strong market share and loyalty of the
customers. Headquarters of this retailer is in Queensland, Australia and the founder of the
organization is Reg Rowe. This report would consist of the organizations overview, key value
chain and other important factors which have to be considered in an organization so that there is
a better functioning of the organization. The negative impact due to external factors are also
affecting the working of the organization is also going to be discussed in the report.
1. Overview of organization
Super retail group is a public organization which belongs to the retail industry and its
headquarters are in Queensland Australia. This is an automotive retailer and there are a lot of
loyal customers in this organization. The organization has been in the business from 48 years
which is making the organization get a lot of experience and understand the demands of the
customers as well. There are a lot of changes which have come in the organization according to
the customers and the trends in the market over the years. The company is focused on leisure,
sport and auto products in Australia and New Zealand. Products which are required in a car or
their parts so that there is a better repairing of the automobiles is being provided by the
organization which includes, batteries, exterior and interior accessories, lighting and electric
products, etc (Zhang and Li, 2017). This is a high selling industry because automobile has
become a basic need of the people which is why providing the accessories of this product is a
great advantage for the organization to grow and the company will be able to have a better
reputation in market. The quality of the products is taken care of so that the customers do not
have a problem which is going to make the organization have a better brand image and a stronger
portfolio. All the basic needs and demands of the customers from an auto motive industry is
being provided to the customers at a low price so that the revenue generation is high since there

will be more customers which will get attracted in this organization. The organization is going
the best in the country and the company has future plans to expand themselves in the market
which is a great factor for the organization (Li and et.al., 2018).
The organization is targeting for the youth because they have a lot of interest in
innovating in their personal cars and put the best equipments in their automobiles (Marchet and
et.al., 2018). This is going to help the organization get in a lot of revenue since Super retail group
has already made a place for themselves with the youth in the market which is a great factor.
There are a lot of competitors in the market which is why it is very important for the organization
to make changes in the trends and strategies so that they can get a competitive advantage. The
major competitors of Super retail group are BCF, Rebel, etc. which is why it is very important
for the organization to have a better strategy for themselves which is going to help the
organization to have a higher profit margins (Derwik, Hellström and Karlsson, 2016). The age
group between 40 to 65 needs their interiors in a different manner which is being provided by the
organization so that there is a better target for the business. There are a lot of options which are
being provided by the company so that they can get in right number of customers which would
help the business to grow.
The products which Super retail group is selling are getting customers which have a trust
in the organization but the competitors are increasing which is why it is very important for the
organization to have the internal factors balanced. There has to be well internal and external
factors of the organization so that the demands can be met with a high productivity level in the
market. Super retail group as won an award for being the best retailer in Australia in 2011 which
is a great factor for the organization (Richnák and Porubanová, 2017). There are more than
12,000 employees who are supporting the organization so that they can function effectively and
efficiently in the market. The organization has reduced their costing for the goods which are
being sold because so that they can have a higher sale in the market which is going to make the
percentage of profit higher. Super retail group has gathered a lot of experience and knowledge in
the market which is why they have got in the right technology in the business so that there is a
better functioning. Automobile industry has to get in a lot of technological changes in the
organization so that there is a better functioning in the organization. There is a sense of critical
thinking in the organization which is present which a great factor for the organization is.

2. Key value chain
It is very important that the organization has a stable increase in the supply chain of the
organization so that the operations in the organization can take place effectively. There are a lot
of measures which an organization has to make so that they can get a competitive advantage in
the market which is why it is very important for the organization to function effectively (Saghiri
and et.al., 2018). Darren has joined Super retail group which is a great advantage because Darren
is a steel manufacturing organization and also has experience in logistic which can turn out to be
a great advantage for Super retail group. There are a lot of technological changes which have
taken place in the organization so that there is a faster operations and functioning in the business
which can take place which would make the customers get what they expect. It is very important
for the organization to have a logistic in the business so that they can invest accordingly and the
raw material requirement in the organization is exact (Xu, 2016). There has to be a cost saving in
the organization which is going to help the organization have higher profit margins which is
good for a long run of the organization in the business. There is a set standard which is present in
Super retail group which has to be well maintained so that the customers can get what they
expect out of the business. There are innovative ideas which are got in Super retail group so that
they can be unique in nature and the competitors in the market will not be able to give those
same services to the customers which are going to help the organization to get in more customers
for a long run in the market (Sun and Wang, 2016). There is a lot of improvement which is
visible in the organization over years because they are using their experience in this industry into
practical use which is a great factor for the organization.
The organization is focused on having an experienced and skilled workforce in the
organization so that the operations and productivity of the business can increase so that the rising
demand of customers can be achieved. There are a lot of risks which super retail group has taken
in the market which has to be worked upon so that there is a better functioning (Ristovska,
Kozuharov and Petkovski, 2017). The organization is being able to get their raw material easily
because they have got partnership with the right organizations in the market which is a great
factor for Super retail group. The products are being manufactured according to the demands of
the customers which are a great factor for the company and increase in satisfaction of the

customers would mean loyalty of them as well. There is not just repairing but there are other auto
mobile factors as well which are provided to the customers so that they can know. There is no
requirement of promotions which the organization is well connected with the customers and they
understand the customers well so that they can make the changes in the cars or other automobile
products of the customers. There are external factors as well which can impact on the sales and
market share of the business which is going to be very bad for the growth of the company. The
company has to make decisions in the organization according to the external factors in the
organization so that they can have a better functioning (Hoff-Hoffmeyer-Zlotnik and et.al.,
2017). There are a lot of factors which are considered when there is a planning for the value
chain of the organization and the quality as well of the raw material so that the finished goods
which is being sold to the customers is matching the demand of them. From the raw material to
the end product all the steps have to be well maintained by the organization so that the
percentage of profit can increase and the organization can get a better reputation in market.
3. Sustainability of the organization’s operations and supply chain practices
Currently daily operations and supply chain practices of the super retail market are
completely sustainable. Top-level management of company completely understand the actual
value of sustainability, that’s why existing management always maintains sustainability within
its practices of daily operations and supply chain. Super retail group is one of the leading retail
companies within the Australia which currently has very strong distribution channel. In this
situation, the management of this company has highly required to consider while conducting its
various practices which has based on daily operations and supply chain. According to the
management of company, sustainability within various business practices are too necessary for
gaining high profit in the Australia’s retail industry (Klumpp, 2018). Currently super retail group
has succeeded in gaining large market share within existing retail industry with the support of
sustainable operations and supply chain practices.
Currently this company has large number of suppliers which always supplies different
retail products. In this situation, Super Retail Group has highly required to run it’s all operations
and supply chain practices in that manner which can develop its key suppliers in the market.
Currently bargaining power of this suppliers is too high for this retail company, in which
company highly required to make such policies which can develop its suppliers. In the

Australia’s retail industry, currently there are number of retailers higher than number of retail
suppliers This is the main reason that, currently bargaining power of supplier is too higher for
Super Retail Group (Dias and et.al., 2019). In this situation, if top-level management not take
such actions which can develop its suppliers then it will not achieve extra-ordinary benefits from
its existing key suppliers. Currently major competitors of super retail group also already have
taken different actions or steps towards promoting cooperation values within their respective
business environment. The main aim be behind competitors’ these steps is to develop key
supplier, because suppliers always give great contribution in their all over growth. That’s why
Super Retail Group has highly required to develop its key supplier for gaining huge competitive
advantage in the market.
Top-level management of company need to prepare a specific action plan before maintain
and improve the sustainability of the operations and supply chain practices. The sustainability
will help to Super Retail Group for running it’s all business operations on the progressive path.
In this dynamic and modern retail industry, existing management of this company highly
responsible to maintain and improve sustainability within its daily practices. Otherwise,
company can face different challenges and difficulties in the retail industry. On the other side,
the management can take help from various business consultants and experts as well, because
they always provide some specific ways or methods to different companies for systematically
marinating and improving the sustainability of the operations and supply chain practices
(Goldsby and Zinn, 2016). It is very important for Super Retail group to make changes in the
organization so that there is a better functioning in market. It is very important for this business
to get changes in the company because the competition is also increasing which is why the
organization is taking measures accordingly. There is a standards and reputation which the
organization has built in the market over 48 years which is why it is very important for the
organization to maintain that so that the company will be able to maintain that factor.
4. Impact of global ramification on organization’s ability
Global ramification refers as a situation or consequence which gives impact negatively
across the world. For example, currently novel coronavirus outbreak creates pandemic situation
across the world that directly gives negative impact on the business operations. Organization
unable to outsource raw material from outsider companies that causes cannot sell it’s products to

the customer. Organization gets raw material or finished products through supply chain but due
to the pandemic situation they unable to get logistic items on time. Super Retail Group is retail
company which is Australian based company and operates wide portfolio of retail brands across
the world. Organization also impacts negatively through the novel coronavirus outbreaks. The
reason behind is that due to this outbreak Australia has lockdown for six months that causes
organization unable to communicate with suppliers. Organization supply it’s products across the
Australia through the supplier but still situation has occurred like this suppliers unable to deliver
products on time. Super retail group has decreased revenue of company because people
maintains social distancing to stay at home, avoids outer activities and avoids to buy products
from the retail stores as result selling revenue decreases within company. Company unable to
offer proper services to it’s employee and customers due to pandemic situation. Due to social
distancing in Australia cannot keep high productivity of employee within workplace that reduces
working efficiency of employee (Evans and Dromey, 2020). Organization has wide portfolio of
brands i.e. automotive retailers, supercheap auto, sporting retailers etc. but all has closed due to
corona outbreak. Organization cannot offer auto facilities because customer does not prefer to
take services from the auto due to pandemic issue. Another is Australian government has
imposed several rules like social distancing, avoids public transports, stay at home etc. that
creates panic situation for the customer because they prefer to stay at home instead of going out.
Organization cannot use digital marketing as well because people scares about products because
corona virus is communicable disease and that retains on metal or cloths for 12 hours. It causes
people avoids online shopping as well. Organization uses multiple supply chain to get raw
material on cheaper cost so that easy to generate high revenue on products but due to lockdown
whole worlds unable to receive products on time. These are the major impacts of global
ramification on the retail company. Still supply chain of organization is in risk because each of
the employee concerns for their health.
The targeted audience is not being able to be captured in the market because of the
lockdown which all the countries have put on businesses. No one wants to risk their life does not
have to either work in the business nor the customers want to change the technology or
accessorise their vehicle since they are not using it as well (Calantone and et.al., 2017). There is
no requirement of raw material as of now in the organization because the operations are not
being able to take place for the 6 months of lockdown in the country so that the virus can come

under control. There is a decline in the growth of the organization financially which is a great
loss for the organization and the company will not be able to grow as well till July. There have to
be strong strategies which the organization will have to come up with so that they can have a
stronger place for themselves in the market after that. Super Retail group company can keep
some precaution like can offer masks along with sanitizer to the staff while working at the
workplace. It ensures customer about the safety as well as employees. Organization can use
detector equipment within workplace that helps to detect disease. Company can sanitize whole
premises 3 days in a week that will reduce consequences of pandemic and keep safe employees.
These precautions can keep by organization to control over the situation and operates it’s
operation effectively till six months in the Australia.
CONCLUSION
From the above report it can be concluded that there is a requirement of high supply
chain in the organization so that there is a better functioning of the business in the market. There
are a lot of measures which the organization has to make in the operations and productivity level
so that the demands and satisfaction level of the customers can be improve which is going to
help the organization have a higher revenue generation. All organizations work so that they can
have more loyal customers and strong market share so that the profit margins are higher. The
competition is also growing in the market which is why it is very essential for the organization to
expand themselves globally which is going to help the business to get more customers so that
they can get a competitive advantage and higher profit margins. The raw material and other
production processes have to be considered when an organization is expanding themselves in
other countries.

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