Marketing stratégique - Management : Debenhams

Exposé Marketing & marques Marketing produit

Date de publication :

04/06/2008

Langue :

Français

Format :

.doc

Nombre de pages :

26 pages

Niveau :

avancé

Consulté :

3 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Executive summary
Audit
1. External Audit
2. Market analysis
3. Internal Audit
4. Customers
5. Internal organisation
6. SWOT
Strategy and marketing objectives
1. Strategic objectives
2. Target market strategy
3. Marketing strategies
4. Attack strategy
Tactical missions
1. Implementation planning
2. Communications objectives
3. Timing and frequency
4. Budget
5. Forecasting
Control
1. Human control
2. Performance analysis

Résumé :

Strategic marketing - management: debenhams (titre original)

debenhams opened its first store in 1905, and in 1929 listed its shares on the London Stock Exchange. Nowadays debenhams is one of the most important department store chains in the United Kingdom.
In this depressive economic situation, debenhams has to fight every time more to retain and target new consumers. The inflation rate is around 3% and people are being more and more careful about private and leisure expenditures. For few years ago there is an interesting trend which makes people (in particular men) more aware about fashion and clothing. Specialists call this trend the "David Beckham phenomenon". But clothing is fighting against technological goods when men make shopping.
There are more and more men who are going to shop clothes, and debenhams has also to consider some women when they sell men's wear. The actual trend is also to sell goods by online shopping websites.
The actual market leader is Marks&Spencers, but there is an interesting opportunity for debenhams to attack this leader, and propose to consumers more fashionable goods. Clothing sales would still grow in the next years.
The debenhams operational margin is about 14% of sales, and sales are expected to grow continuously by 2010 around 2/3%. debenhams opens more and more department stores and is refurbishing old ones which is the actual trend (to make store more designed stores).
debenhams has to propose more adapted goods to men, like clothing. There is an opportunity to make a product extension by creating clothes which are mixing up fashion and adaptability. This opportunity would make debenhams getting more market shares and fighting against the actual market leader. debenhams can target a market share growth around 5% by 2010 and sales growth around 5%.
This strategy aimed to make debenhams fighting against Marks&Spencers, and selling not only goods but also services to consumers (in store advices, free delivery in case of bad stock management).