David Jones
Executive summary
David Jones Limited is an Australian based department store chain that was founded by David Jones in the year 1838. Currently, the company has about 37 stores located in most Australian states and territories. The Australian department store industry is mostly dominated by large players which are David Jones and Myers, alongside smaller and independent companies. The report analyses David Jones’s external environment using Porter’s Five Forces model alongside the PEST model.
The industry does not possess major threat from new entrants due to strong barriers to entry and strong competition for retail space. There is also a strong rivalry between competitors as limited space is being contested by major players alongside competing sales events meant to attract new customers. Online shopping is the most significant substitute for David Jones but is not as threatening as the hand on experience is not replicable by online shopping. Buyers or consumers possess a moderate amount of power as consumers are more careful of expenditure after the GFC and with the strong Australian currency, they can afford to purchase cheaper imported products. Supplier power is split in two, where more popular brands possess high power as they can choose whether to supply or not while smaller companies have considerably less as they depend on department stores to gain awareness and momentum. With the PEST model, it is shown that the department store industry is expected to show only a small amount of growth due to lack of confidence and increased spending. Also, government legislation is increasing David Jones’s fixed cost for operating by increasing employee wages, electricity bills and taxation. However modern technologies used such as Radio-Frequency Identification (RFID) can help reduce expense and achieve high performance. Increasing population, increasing importance of sustainability and also increasing multi-cultural growth, forces David Jones to adapt to satisfy
David Jones Limited is an Australian based department store chain that was founded by David Jones in the year 1838. Currently, the company has about 37 stores located in most Australian states and territories. The Australian department store industry is mostly dominated by large players which are David Jones and Myers, alongside smaller and independent companies. The report analyses David Jones’s external environment using Porter’s Five Forces model alongside the PEST model.
The industry does not possess major threat from new entrants due to strong barriers to entry and strong competition for retail space. There is also a strong rivalry between competitors as limited space is being contested by major players alongside competing sales events meant to attract new customers. Online shopping is the most significant substitute for David Jones but is not as threatening as the hand on experience is not replicable by online shopping. Buyers or consumers possess a moderate amount of power as consumers are more careful of expenditure after the GFC and with the strong Australian currency, they can afford to purchase cheaper imported products. Supplier power is split in two, where more popular brands possess high power as they can choose whether to supply or not while smaller companies have considerably less as they depend on department stores to gain awareness and momentum. With the PEST model, it is shown that the department store industry is expected to show only a small amount of growth due to lack of confidence and increased spending. Also, government legislation is increasing David Jones’s fixed cost for operating by increasing employee wages, electricity bills and taxation. However modern technologies used such as Radio-Frequency Identification (RFID) can help reduce expense and achieve high performance. Increasing population, increasing importance of sustainability and also increasing multi-cultural growth, forces David Jones to adapt to satisfy
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