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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...

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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 working at the boutique retail marketing consultancy – as a market researcher.
Shaver Shop was founded in 1986 and grew to have 100 stores before conducting an initial public offering and listing on the Australian Stock Exchange on 1 July 2016. Since then they have had mixed results. The opening of Amazon’s Australian operation may create concerns about the prospects for similar Australian retail businesses. In your report, you need to identify the COMP factors cu
ently at play and those impacting the foreseeable future. This will mostly involve secondary research [i.e. utilising existing information sources, especially their annual report, review reports, ASB statistics, etc] and also involve some degree of assumption where full information is not readily available. Fortunately,
Shaver Shop is listed on the Australian Stock Exchange [ASX] so investor reports and presentations made by the company may provide a rich source of data.
Task:
The consultancy has been commissioned to produce a report which involves analysing the situational factors related to the recently listed retail business Shaver Shop.
The report will cover the COMP factors for Shaver Shop:
Customer- including primary and secondary targets markets
Organisation- the company’s cu
ent competencies and deficiencies
Market- the market conditions including key competitors
Product- the cu
ent ‘Total Product’ offering made by Shaver Shop both online and in store
A SWOT matrix [strengths weaknesses, opportunities and threats] will then be developed and included in the conclusions section of the report
Format: The submitted report should be Microsoft Word document 2000 words in length (excluding references, table of contents page, cover page and appendices). 12-point Arial or Times Roman Numeral font, 1.25 spacing.
The report must be appropriately referenced and may include photographs, tables, diagrams, illustrations.
*Note: Focus more on COMP and SWOT
Answered Same Day Apr 21, 2020

Solution

Soumi answered on Apr 24 2020
137 Votes
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...
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