Research Report In this assessment you will work through the Collect and Analyse [CA] steps of the CADDIE planning process and demonstrate your understanding of COMP factors. Scenario: You are now...

Running Head: RESEARCH REPORT        1
RESEARCH REPORT         10
MARKETING MANAGEMENT
RESEARCH REPORT
Table of Contents
Introduction    3
COMP factors for Shaver Shop    3
Customer    3
Organisation    4
Market    4
Product    5
SWOT matrix    5
Strengths    6
Weaknesses    6
Opportunities    7
Threats    7
Conclusion    8
References    9
Introduction
Shaver Shop is a specialty retailer of grooming products for both men and women. Mary Tyquin and Gary founded it in 1986. It has 110 stores across New Zealand and Australia. It offers a wide range of products and aspires to be leader in “all things related to hair removal”. It is listed on Australian Securities Exchange and has a market capital of more than AUD 54million. In this research report, an analysis of SWOT and COMP factors will be done. The objective of the report is to identify the key areas for the company and the ways, the company’s performance can be improved.
COMP factors for Shaver Shop
The COMP factors refer to Customer, Organisation, Market and Product. The objective of a company is to provide products that have discernible, distinguishable and distinct value in customer’s mind. In order to be successful, an organisation must consider these COMP factors. There are certain factors, which are controllable while some are uncontrollable. As suggested by McMu
ian and Matulich (2016), organisations should take necessary steps to control the controllable factors and try to reduce the impact that may happen due to uncontrollable factors. A strategic analysis of these factors can pave the path towards success for an organisation.
Custome
Consumers select or reject a particular product depending on the awareness towards a product. The main source of attracting customers is to make them satisfied. As mentioned by Chheda, Duncan and Roggenhofer (2017), the best advertisement for a product is satisfied customers. The primary market for the Shaver Shop is the young men and women since they tend to use various types of grooming products to keep them updated according to the recent trend. The secondary market is middle-aged men and women who use the products offered by the company in their day-to-day life. Like-for-like sales growth for the company has been above 6% in financial year 2017 (ASX, 2018).
The exclusive distribution rights offered by suppliers are positive for the company. The company’s share price has been on a float off late, the company needs to eye on the female customers for revival. The company is serving its customers for over 30 years and has created a huge customer base by serving what is required by the customers. The company focuses on providing same level of excellence in services to both online customers and the traditional shoppers. As the personal beauty preferences of the customers are growing, the company aims at providing customized products to the customers.
Organisation
Shaver Shop offers a wide range of products, at a very competitive price, which is supported by good product knowledge by staff. Key drivers for growth of the company are continued innovation in products, organic growth; franchise stores buy back and store rollout. Customer trends change and this requires new products to fill in the required change. The company benefits from this change by
inging in new products in the market. As mentioned by Simon, Sullivan and Stewart (2016), the company follows organic growth by implementing market plan strategically and other various initiatives to
ing new customers and to encourage repeated business. Organic growth will be achieved when the new stores reach maturity. Shaver Shop has been consistent with its approach to buying back the franchise stores.
The company is aiming to grow the total number of stores to 145 across New Zealand and Australia (Shaver Shop, 2018). This can be achieved by preparing a business plan for each new destination and through rollouts of Greenfield stores. The company’s performance is directly linked with the state of general economic conditions and retail environment in Australia. Australia’s economy is entering recession because of which the economic condition of the country may worsen, resulting in deterioration of retail environment as the level of consumption by consumers reduces.
Market
Stock market conditions affect the company quoted securities without despite company’s good operating performance. As mentioned by Vahlne and Johanson (2017), market conditions get affected by various factors which includes, regular economic outlook, introduction of new legislation or new tax reform, change in sentiment of investors towards market, inflation rates, interest rates and te
orism or similar other hostilities. The market price of the company’s share may fall or rise and is subject to various unpredictable influences. Though the company...