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Part King Inc Case

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Introduction
As one of the divisions of Hawthorne Corporation, Limited (Hawthorne), General Merchandise (GM) earns about 63.86% of Hawthorne’s annual revenue. All of the 450 GM stores are operated as dealer owned and operated franchises. Strategically, Hawthorne’s GM division is formed to attract more hobbyist and commercial businesses, and to reinforce the entrain barrier of Canadian market for the US competitors. During the mid-1990s, Hawthorne realized that its GM division is not addressing the needs of the two key customers segments in the automotive parts industry – ‘do-it-yourself’ hobbyists and commercial consumers. Plus, the fact that Hawthorne’s commercial consumers dislike its expansion of stores, Hawthorne has decided to open a …show more content…

According to Bachand, the stores need to be retail friendly and service oriented as demanded by both the targeted customer groups of PK. Hence, the bonus system could potentially lose track of the objectives of PK – to be the most recommended auto part store in Canada. For example, if a customer had a bad experience with on the store because of bad customer services, he/she is unlikely to recommend the store to anyone. In fact, a study has shown that people talk about their bad customer experiences more often than the good ones. This could hurt what PK is trying to achieve.
To better represent the amount of work a manager is doing instead of a franchisee, a bonus system is definitely needed. However, we would recommend Bachand to modify the bonus system, to better motivate and direct the managers towards the overall objective of PK.
The bonus system should not only based on meeting and exceeding budgeted profitability, but also based on the evaluation of mystery shoppers on subjective goals, such as good customer service and experience staff, ect. A simple point system can be considered as way of quantifying the managers’ bonus. This way not only can see how well a manager is doing profit wise, but also how good they are doing in other aspects as well.

4. Should Hawthorne move to the corporate-owned store model for PK retail stores? Why?/why not?

Exhibition Exceed Budget by | Points | | Mystery Shopper Evaluation | Points | 0% | 1 | |

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