Analysis of WH Smith's Retailing Strategy
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,2, University of St Andrews, language: English, abstract: The retail industry in the UK, as a relatively mature and oligopolistic sector, can be characterised by overcapacity, price-driven marketing, and a high concentration of firms (Morschett, Swoboda, & Schramm-Klein, 2005, p. 275). WH Smith has a history of over 200 years of development dating back to 1792 (Figure 6, Appendix). However, WH Smith is one of Britain’s leading retailers of today and known for its chain of High Street stores, travel outlets at airports, train stations, motorway service areas, hospitals, workplaces and bus stations selling books, stationery, magazines, newspapers, and entertainment products (WH Smith, 2009a). Most of WH Smith’s business outside the UK (United States, Canada, Australia, New Zealand, Hong Kong and Singapore) was subsequently sold as financial targets were not met. For the year of 2010, WH Smith is planning to expand its business to non-European markets (i.e. India), were it plans to open six outlet stores at the Delphi airport in 2010 (WH Smith, 2009b). This paper offers a case study of the UK retailer WH Smith. With regard to the structure of this essay, initially a short company overview will highlight WH Smith’s areas of operations. Thereafter, the company’s internal capabilities and its external environment will be examined in chapters two and three, respectively. This will then give the foundation for a substantial analysis of WH Smith’s positioning strategy. Recommendations on how to ameliorate the company’s strategy will be presented in chapter five. Finally, in a retrospective analysis of this paper the findings on the strategic development of WH Smith will be summarised and an outlook will be given in the concluding chapter six.
What people are saying - Write a review
We haven't found any reviews in the usual places.
1972 Until Today Analysis of WH Axis Growth Opportunity bargaining power company’s competitive entertainment market confectioneries Corporate Responsibility Corporate Social Responsibility cost-leader Datamonitor 2009 DowJones e-books economic recession entertainment products Four Axis Growth Growth Opportunity Matrix High Street stores Improving WH Smith’s increase Internet magazines Market Penetration Matrix for WH minimum wage Mintel motorway service areas online shopping open six outlet Overview of WH own-label PESTEL analysis Positioning STP product range Recommendations for Improving Regarding WH Smith’s Retail Growth Opportunity Retailer Four Axis Retrieved January revenues selling books six outlet stores Smith Financial Performance Smith High Street Smith is affected Smith’s Positioning Strategy Smiths's Marketing Mix Source stationery supermarkets suppliers SWOT Analysis Tesco train stations travel outlets UK market United Kingdom WH Smith 2008a WH Smith Corporate WH Smith faced WH Smith Travel WH Smith’s Environment WH Smith’s Positioning WH Smith’s Strategy WH Smiths's Marketing Yonde