Retail Marketing on White Goods
Executive Summary
This report critically examines the retail marketing activities and plans of whitegoods and household appliances, in identifying and evaluating the review of academic literature focusing the investigation on the target markets, location, store design, positioning, brands, target markets, major competitors and merchandise.
The market in Australia is characterised by a high level of competitiveness and a relatively large number of competitors within the retail area (monopolistic competition). However, the suppliers of the vast majority of products sold are a relatively small number of overseas–based manufacturers offering globally accepted brands and systems (IBIS World, 2010).
Increasing sales of whitegoods and household appliances especially in a substantial way, will maximise opportunities to secure better buying volumes of product and renegotiate existing contracts with manufacturers.
Table of contents
1. Introduction
2. Literature review
3. Comparison
4. Recommendation & justification
5. Conclusion
6. References
Appendix 1
Appendix 2
1. Introduction
Clive Peters is a high profile retailer of electrical appliances which has operated in Melbourne under its present ownership since 1993 and in Brisbane since 2001.
The company operates under two brands, trading as Clive Peters in Victoria, Queensland, and Tasmania, and trading as Rick Hart in Western Australia and consists of 32 stores.
The company is committed to innovation and to improving the shopping experience by delivering more to its customers. Its success can be attributed to exceptional staff dedicated to excellence in customer service, its very impressive range of electrical appliances, an ever-expanding services proposition and growing brand recognition around Australia.
(Clive Peters: Company Overview 2011)
Clive peters is known for selling high quality whitegoods, it tends to attract the high income segmentation of people due to its
This report critically examines the retail marketing activities and plans of whitegoods and household appliances, in identifying and evaluating the review of academic literature focusing the investigation on the target markets, location, store design, positioning, brands, target markets, major competitors and merchandise.
The market in Australia is characterised by a high level of competitiveness and a relatively large number of competitors within the retail area (monopolistic competition). However, the suppliers of the vast majority of products sold are a relatively small number of overseas–based manufacturers offering globally accepted brands and systems (IBIS World, 2010).
Increasing sales of whitegoods and household appliances especially in a substantial way, will maximise opportunities to secure better buying volumes of product and renegotiate existing contracts with manufacturers.
Table of contents
1. Introduction
2. Literature review
3. Comparison
4. Recommendation & justification
5. Conclusion
6. References
Appendix 1
Appendix 2
1. Introduction
Clive Peters is a high profile retailer of electrical appliances which has operated in Melbourne under its present ownership since 1993 and in Brisbane since 2001.
The company operates under two brands, trading as Clive Peters in Victoria, Queensland, and Tasmania, and trading as Rick Hart in Western Australia and consists of 32 stores.
The company is committed to innovation and to improving the shopping experience by delivering more to its customers. Its success can be attributed to exceptional staff dedicated to excellence in customer service, its very impressive range of electrical appliances, an ever-expanding services proposition and growing brand recognition around Australia.
(Clive Peters: Company Overview 2011)
Clive peters is known for selling high quality whitegoods, it tends to attract the high income segmentation of people due to its
References: Harrell, G.D., Hutt, M.D. , Anderson, J.C. ( 1980), "Path analysis of buyer behaviour under conditions of crowding", Journal of Marketing Research, Vol. 17 No.February, pp.45-51.