Sales Report Hema

7931 Words Apr 7th, 2013 32 Pages
TABLE OF CONTENTS

INTRODUCTION 3 COMPANY ANALYSIS (external + internal + SWOT) 4 INTERNAL & EXTERNAL ANALYSIS 4 HISTORY OF THE COMPANY 4 HEMA’S STRUCTURE 4 VISION OF THE COMPANY 4 MISSION STATEMENT 5 TARGET GROUP 5 HEMA’S STRATEGY & POSITIONING 6 FINANCIAL POSITION & COMPETITION 7 PRODUCT-MARKET COMBINATION 8 MARKETING MIX 8 TRENDS IN RETAIL 9 SWOT ANALYSIS 10 STRENGHTHS: 10 OPPORTUNITIES: 11 THREATS: 12 MARKET RESEARCH 13 THE 7C’S OF EFFECTIVE WEBSITE DESIGN 13 QUALITATIVE RESEARCH 15 SALES PROPOSAL 17 Executive Summary 17 Our understanding 17 YOUR COMPANY 17 YOUR NEEDS 17 DESCISION CRITERIA 18 Our Solution 19 FOOD SECTION CLEANLINESS IMPROVEMENT 19 PRODUCT
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“We are driven by our business goals in everything we do.
Consumers’ needs are changing and we continually adapt to those needs”. Over the time HEMA has been developing its brands, and now have more products than what they had when they opened their very first store.
MISSION STATEMENT
According to official website, HEMA’s mission statement consists of the following:
“The HEMA style can be summarized in two words: ‘exceptional simplicity’, by which we mean that our products are both simple and exceptional. Long before the term ‘home brand’ was invented, we were creating and manufacturing our own products”.
This concept should be applied not only to products they offer but also to services. HEMA’s mission is to turn day-to-day products into something exceptional and yet affordable. Another aspect is to recognize the continuously changing customers’ need and satisfy them.
TARGET GROUP
Originally, HEMA's market segment was mainly the middle-low class with its consequent medium range income. However, over the years HEMA has attracted more individuals with a higher income, due to the guaranteed quality their products offer at a very affordable price. HEMA states that its target group are men and women of all ages and socio-economic classes as everyone can find there something for himself. However, different surveys have shown that the majority of the audience is mainly between the
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