Shopper's Stop: Market Strategy

1699 Words Jan 9th, 2018 7 Pages
Introduction
2. Situational Analysis
2.1 SWOT Analysis
2.1.1 Strengths
2.1.2 Weaknesses
2.1.3 Opportunities
2.1.4 Threats
2.2 Distinctive Competences
3. Alternate Strategies
4. Recommendation
4. Action Plan
Reference

1. Introduction Shoppers Stop is pursuing a growth strategy, but are facing challenges in attracting the young consumers under the age of 25 years needed to aid with that growth. The problem the firm faces is how to attract the younger consumers in a profitable manner without diluting the current brand values and alienating their current core target market.
2. Situational Analysis
2.1 SWOT Analysis The firm may be considered with a SWOT analysis looking at the strengths, weaknesses, opportunities and threats.
2.1.1 Strengths
The firm is large and successful; by 2006 the firm has growth to a network of 20 stores across 10 major cities.
The firm is financially strong; the operations have been able to generate revenues INR 6.6 billion with a profit of INR 271 million.
Strong financial performance has supported the firms' growth with only a small level of debt placing the firm in a strong financial performance.
String product offering; the firm is positioned as a premium department store, able to supply many well known brands and appeal to affluent purchasers. The firm partners with more than 200 different brands with strong commercial links and offering a wide…

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