GRADE UNIT
Contents of the Report
1- Planning stage
1.1Introduction
1.2.Objectives of Report
1.3.SWOT and PEST Analysis
1.4.Instructions of Relevant Courses
1.5.Timescale
1.6.Information Sources
2- Developing stage
2.1-Business Description
2.1.1Industry overview
2.1.2Company description
2.1.3Goals and objectives
2.2- Product and Services
2.2.1 Product and description
2.2.2 Research and development
2.2.3 New and required product&service
2.3- Market
2.3.1 Market analyzing
2.3.2 Competitor
2.3.3.Market Niche
2.4- Marketing Strategies & Sales
2.4.1 Customer segmentation
2.4.2 Positioning strategies
2.4.3 Product strategies
2.5-Management
2.5.1 Company organization
2.5.2 Management structure
1 Abacus Retail’s Planning Stage
1.1 Introduction
When openin up to the market place of Izmir, that bringing new ideas and designs in store retailing woulde be a real asset for Abacus retailing. The young population in Izmir is very high and excessive interest in the technology will pose a attractive business area. The expenditure of consumers mostly include customer electronics and durable consumer products, white goods sector, small / large household appliances and other electrical home appliances groups.
These investment would be an advantage for them, because Izmir is a modern and developing city and has airports and seaports.Therefore, Abacus may encounter easier logistical transactions.
Abacus retail should insist on both keeping its target audience at wide range and also continue to maintain its own independent identity. The firm can respons to hipermarkets and with its own innovative stores and creative goods or services through expanding its current range into bathroom and kitchen services and other appliances.
Bornova, Buca and Balçova are the places where covers university areas and modern settlements are able to host and accumulate to the need being located in thriving and busy areas of Abacus retailing by means of young populatıon and growing social life.
1.2 Objectives of Report
The main focus point of this project is informing the board of the management of Abacus in terms of location and segmantion of Balçova, new product range possibilities, store concepts,customers and employees and showing the reason why this firm must make investment in Balçova/Izmir
Location and segmantatıon of Balçova: When opening up to the market place of Izmir, how to take step in Izmir and the analysis of young/elder population and new/old settlements.
New product range: The new produc range might mostly includes customer electronics small household appliances and other electrical home appliances groups.
Store Concepts: The new stores has incentive concept and the purpose of these concepts is to experience its customers high level practises with advanced merchandising techniques and practices.
Customers and Employees: To increase the number of customers and correspandingly the sales rate, trainig or hiring qualified personnel would be an obligatory for new stores. Employees should be knowledgeable about contemporary retailing and Turkish marketplace.
1.3 SWOT and PEST Analysis
STRENGHTS and WEAKNESS of NEW ABACUS STORES
STRENGHTS WEAKNESS
Store allocation Customer care,techno and mobile stands and also beverage service are avaible Allocating more internal and stock space to keep wide range product
Store layout Giving chance to experience about the newest goods and services Fingerprints on windows dirty walls and overcrowding in store
Category management Thanks to efficient EPOS/EDI,
easy to follow stock influx Require that more staff trained on electronic stock systems
Using POS terminals making easier purchase transactions Only two cash avaible and inept transactions at special days and weekends
OPPURTUNITIES and THREATS for NEW ABACUS STORES
OPPURTUNITIES THREATS
Store allocation Appealing to customers with more diverse service network in shops Because of narrow corridors and insetiy buyers may not reach service information
Store layout Being different tradatıonal shops by offering the chance of ‘living experience’ Dealing with irrelevant customers for ‘living experience’ and waste of time
Category management By EPOS/EDI keeping stock amount at nominal level and turning the cost to captivate more customer
To ensure stock and category managemet entails more staff and ıt will cost a lot
PS3 stands,operator stands and movie enjoyment sectıons draw atteion of customers keen on entertaiment
Providing high safety standards and analyzing customer traffic is difficult due to congession within shops
PEST ANALYSIS of NEW ABACUS STORES
POLITICS
Having to obey with trade contracts with customers
Being forced to insure all staff,paying minimum wages and security must be provided
ECONOMICS
Opening up to new market areas entails new consultant and experienced staff for store layout and customer relationships
Setting up new concept stores by posing great internal and external ambiance will cost a lot
SOCIAL
Some of customers want to see prayer area at shops this is an important criteria for them and visiters sometimes wants to bring their pets inside
Buyers give value to undergoing ‘living experience’ by means of techno-stands such as mobile activaion and PS3
TECHNOLOGY Keeping trace of new advances in store technology like new applications of customer databases and category management
1.4. Instructions of Relevant Courses
Retail Environment (DL31 34), Creating Culture of Customer Care (DJ42 34), Retail Law (DL32 34), these units were involved in this project and this researchs are influenced by them. Additional sources ,likewise, given by advisor were added to this project.
RELATED SUBJECTS OBJECTS
Retail Enviroment The purpose of this class on the project is showing SWOT and PEST of Abacus new stores and dealing with overall enviromental factors.
Creating Culture of Customer Care This class will allow to pose the best customer approaches methods to consumers and
to define the demands of external and internal clients
Retail Law This class will help to set up the newest and the most modern layout concepts and attract a wider consumer into the shopes in syc with legal statements
1.5 Timescale
TIME RESEARCH CONTENTS
First week Taking a glance at the case study of Abacus and a simple perusal
Second week Preparation of swot,pest and timtable by the guidance of the teacher
Third week Visiting Darty and examining Darty’s store layout and product range
Forth week Presentation and submission planning stage of this project
Fifth week Planing the subdivisions of developing stage of this project
Sixth week Visiting a retail store and analysis windows display
Seventh week Visiting a retail store analysis store layout
Eighth week Asking question tutor about techno and mobile stands
Ninth week Studying in library and find new product range
Tenth week Completing and delivering developing stage
Eleventh week Preparing part of introduction of evaluating stage
Twelfth week Getting suggestions from the tutor
Thirteenth week Asking question tutor about evaluating stage of the project
Fourteenth week Presentation and submission evaluating stage of my project
1.6 Information Sources
In order to design a perspective road-map,to begin with, I will use written and visual information sources avaible in regardind with store layout and design concepts and I plan to pose a project report in order to give a lead to the initial steps of the board of the management of Abacus.
The main statetments of this project are Abacus case study and instructions of relevant courses and these are primary resources can be examined for the this project.
In addition to this, there are many accessable secondary resources to be included to this project.The findings of the surveys of consultanting agencies, official documents and written and visual media publications and web-site articals.
2. Abacus Retail’s Devoloping Stage.
2.1-Business Description
2.1.1 Industry Analysis
The findings of RNCOS survey points out that the world consumer electronics market is predicted to see annualy growth of 7% between 2012 and 2015. The 3D TV will be the fastest-growing segment, with TV makers adding a 3D feature to their high-definition flat screen products more systematically.
World consumer electronics sales are expected to record 10% growth in 2011, reaching almost $965 billion, compared with 13% in 2010 when sales reached close to $875 billion, according to reports the Consumer Electronics Association.
The intenational consumer electronics industry covers the production, distribution and sale of communications and entertainment devices such as digital and video cameras, telephones, stereos MP3 players, DVDs, VCRs, calculators and televisions. The astronomic figures of manufacturing takes place in regions were labor costs are relatively low such as Asia. Company profiles are varied, ranging from large multinational firms employing more than 100,000 workers to small firms producing one product, with less than 50 employees. A major challenge faced by consumer electronics manufacturers of all sizes is securing copyright to products.
2.1.2 Company Description
Abacus Computer Co. is based on America manufactures both the computer and operating system.The firm also has a network of authorised dealers who sold computers and software applications to consumers.
The locationing concept is dependent on staying away from the mass-market outlets, such as US Target and Wal-Mart and locating most of its stores on the busiest areas referred to as ‘lifestlyle centers’ but a few stores are situted on city streets with renovating historical buildings.
In addition to this,Abacus has opened 40 stores across the US and has a flagship store in the centre of London. The company exprees that it will 80 abroad stores and is currently looking for suitable locations through Europea and Asia.
2.1.3.Goals/Objectives
The main objective of this retailing brand is to attract old and new customers and entry new market places. They plan both taking place at new industrial markets through setting up a wider product range and also expanding their sales owing to new customer approaching system.
In a recent news release, CEO, Alan Jackson outlined Abacus’ retail strategy is that the stores will be designed simplify and enhance the presentation and marketing of personal computering and new products.
This statement is an evidence that they have an inspration to form their store layout enviroment and welcome their visitors at a uniqe technologic atmosphere. The concept of store layout has been getting more noteworthy strategy in Turkey.
2.2Product &Services
2.2.1.Product& Services Description
Abacus have designed a technologic product line that services customers on consumer electronics, computer software and personal computers. Recent products need to be upgraded continously, and distinguishable from competitor’s ones.
The usage of reciprocal communacation channel allows staff and managers to support and help each other about growing and alternative service models. The collabration of the lower and supper stages of the hotel enables detecting problems and posing solutions models to current or possible deficiencies in the eyes of the managres and employes.
Store staff performance
To increase the number of customers and correspadingly the sales rate, trainig or hiring qualified personnel is an obligatory for new stores. Employees should be knowledgeable about contemporary retailing and Turkish marketplace. Important criterias are the followings:
- Professıonal knowledgeable level
-Customer relationships
-Team work and adaptaıon
-Observance of attendance and hours of operation
- Attention to external appearance and hygiene
2.2.2.Research&Development
When thinking of lauching new product line, correct matching new services to new target markets is only possible by collecting current customer information via surveys and e-mails.
The general result of such resources point out that Bornova, Buca and Balçova covering university areas and modern settlements are able to host and accumulate the need being located in thriving and busy areas of Abacus retailing by means of young populatıon and growing social life.
Analysis of customer traffic systems
The retail sector must monitor expectations and needs of consumer and develop appropriate services at the time of shopping with the camera records and stock control. Abacus will be able to carry out the following steps :
• Effective layout of the store and shelf
• Category management optimization
• effective management of in-store advertising materials
• identify areas for in-store promotion
2.2.3.New and required product&services
When opening up to the market place of Izmir, that bringing new ideas and designs in store retailing woulde be a real asset for Abacus retailing. The young population in Izmir is very high and excessive interest in the technology pose a attractive business area. The expenditure of consumers mostly include customer electronics and durable consumer products, white goods sector, small / large household appliances and other electrical home appliances groups.
2.3.Market
2.3.1.Market Analysis
Domestic Situtaions of Home Appliances and Electronics
The volume of technology market in Turkey contiuned to thrive in the latest quarter of 2012. In this period, this market recorded 13% growth rate in propotion to previous period and the financial capacitiy of the industry expanded to 6.9 billion.
According to market researches of GFK TEMAX, when the growth rate was calculated by analogly with the figures of 2011, there was an augmentation in the width of technology industry by 12% could be clearly observed.
At the latest period of this year, telecommunication sector made real the higgest development level and eclipsed other business fields.Small applications,digital and information technology and consumer electronics sector respectively lined up.In contrast to this, office equipments and packaging materials was the most narrowed sectors at this period and also white goods manufacturers underwent a dramatic tumple, because this market looked like saturated.However, the items with ennergy-efficieny gained high level demand rather than the others.
2.3.2 Competitors Analysis
Market Leader :Teknosa with a market share of 38% holds the leadership. The reason for leadership of domestic players in Turkey is attributed with better recognizartion of segmantation.
Market Follower : . Vatan Computer is in second place with 22 %.Bimeks follows them by having 18%. These brands add dynamism to the market.
Market Challengers : Media Market, Electro World ve Darty are good examples of them. They generally fight with larger companies on prices.
*The secret of the sucess of national brands against its foeign rivals is dependent on being well-informed about national market fitures and Turkish customer behaviours. As an foreign brand,Abacus should evaluate the expctations of such customers and the characteristics of Turkish marketplaces on the eyes of Turksh consumeres.
The failure of BestBuy is an indicator underlying the importance of logical dispicture of Turkish markets. Abacus should take precautions in order not to face with rout just like BestBuy. For example, much of trade marks prefere to consult with market agencies like GFK TEMAX.
My advice is that Abacus should go ahead with such a collabration and also they should observe in-depth approach to customer and store layouts of the market leader and followers and adapt them to its retailing concept.
2.3.3. Market Niche
This term emphasizes a process of identifiying customers specific needs or wants and catching up a market gap or oppurtunity where a group of customers sharing broadly similar needs , are not being targeted or catered for by other business.
Market Niche Project:
People living in Izmir like having pets.They give value to their pets and fufill the needs pertains to these animals.
Abacus should purchase or produce microwave ovens being able to prepare cat and dog formulas. The owners of pets will come from different part of this city buy these ovens.By the way, Abacus create a minor-scale target market and take advantge of this market gap.
2.4.MARKETING STRATEGIES & SALES
2.4.1.Customer Segmentation
Abacus will appeal to people who are technology lovers espically younger audience. The young population in Turkey is very high and excessive interest in the technology. Durable consumers' expenditure in the white goods sector products that make up the quality of life, small / large household appliances and other electrical home appliances groups.
2.4.2Positioning Strategy
This sales point could be located at AGORA shoping mail in Balçova. Abacus as a brand new technology can takes advantage of the flow of high-level visits the AGORA,
Samsung,Sıemens,Teknosa,Arçelik and Vestel will be serious rivals being at this shooping mail.Media-Market and Darty are another rivals as tecno-markets.
The most common problems faced by operators in the store are boring atmospheres, finger marks on products and dirty walls when positioninig and building new stroes.
The appearance of store sections and corridors product displays shouldn’t give way to confusion. The ceiling should not be too low.Additionly, the use of light colors on walls, well-lighting evokes relaxing feelings. the entrance to the store is very important to have a wide. Mobile phones and DSLR machines must be presented at enterance and products in the hallways musn’t keep large places. Customers can easily go around in the store. product categories and criteria of arrangement must be taken into consideration and the labels must be legible.
In addition to this, Abacus retailing should insist on the importance of high performing, highly efficient and responsive supply chains in meeting market demands, creating efficiency and profit margins, and driving sustainable competitive advantage. From managing suppliers and procurement processes through the planning, manufacturing and inventory functions, business leaders are acutely focused on making their operations more responsive and efficient.
The new stores based on 1.715-2.200 metres square consisting of one floor aim to experience its customers high level practises with advanced merchandising techniques and practices. In addition to this, to meet the expectations of franchasing network and to welcome customers at a unige atmosphere staff teams with received training on sales techniques brand, image participate in store operations and shopping transactions are kept under the control of digital stock management systems.
FLOOR PLANING
PROJECT A (OUTLINE)
PROJECT B (3-D)
Opened a new concept store sales, a total of 1,715 square meters of office and warehouse space, including areas on the board. Sales area of 1,250 square meters, 700 square meters, while in the white goods and electronic products, a variety of standards of living in the area of 550 square meters has been designed according to the kinds of cuisine.
This sales point could be located at AGORA shoping mail in Balçova. Abacus as a brand new technology can takes advantage of the flow of high-level visits AGORA.
Movie Enjoyment Stand
Customer can undergo a cinematic experienc with 3-D televisions, LCD screens and sound systems. In dimly lit environment, they can wear three-dimensional and sit on the sofa. A consulting dask gives technical advices to customers.LG would be a good exmple for
Digital screens on 1st Floor can be used for versatile activities. 50 "vertical screens in the store in the 42" flat screens and a 19 "touch screens represent a new retail concept. Vertical entry screens, dynamic and eye-catching visuals invites visitors into the store. Store in a horizontal screens up to date products and services, campaigns, bringing customers into activity information.
PS3 Stands This is one of the most recraitment point of the store.Visiters get chance to test numerious games from fhiting to football .Also,by means of wheel,pedal and command they can test a driving experience.The rent right of this point where its playstation new versions has been introduced to public belongs to Sony.
Mobile Activation Centers
New mobilephones has been introduced to public at this point.Customers can get technical advice from experts and examine the newest version mobilephones.
The rent of this site has been paid by a GSM operator campany like AVEA Turkcell and Vodafone .They offers new campaigns and services to its customers.
Smart Home Appliciens
Abacus can appeal with Compex first smart home equipped with a computer exhibition in Turkey was established. Kitchen, hobby room, living room, children's room and an office building that consists of smart home Sinpaş Industries, sponsored by IBM "smart home" solutions were offered to visitors by creating "futuristic concept stores". Smart house price is calculated in the 119 billion pounds of 145 square meters, respectively.
The biggest difference in the world samples prepared in the house, even today, living in a house built to be accessible products. Smart home, kitchen, hobby room, lounge / recreation room, children's room, and consists of home offices. Smart devices in the home and no internet access 24 hours a day 7 days a vehicle, can be controlled from miles away. With a device similar to mobile phone or internet access in the house temperature can be adjusted, safety and anti-theft alarm switched on and off. When it comes to smart home burglar and security in the center of the home you are sending an SMS with the messages.
2.4.3Product Strategy
Shelf layout for brands dominating the market the most strategic points in the customer approach.Store can achieve a great income witn lightened shelf system not posing an obstructe field of view of customers.
The shelf rental system and setting up booths in order to showcase innovative products, will create a unique exhibition space in the store.
-Sony XPERIA Z is the latest version of Sony mobilephones, it has the feature taking photograph under water with wireless speaker in the form of lime.
-Samsung has put a new generation of plasma tv being sensetive to hand movements that channel changing and able to recognize voice.
- Beats headphones are very popular in the last few years have excess demand by employing famous names at advertisements and has an extensive catalog of color.
-At white goods sector, concept of smart kitchen by Arcelik and a smart bathroom concepts by Vitra providing energy-efficiency can take place in stores.
-Dell which is one of the most significant personal computer manufacturer has introduced ‘alien ware’ computers to technology lovers with well-designed and feeeling of space technology.
-Universal USB port can charge multiple devices at the same time, however, to get the best results and compatibility is recommended to charge a device multiple times.
2.5.Management
2.5.1. Company Organization
Headquarters of Abacus located on the USA, sets direction of the firm. They are planing to embark on new supply and sales channels associated with Asia and Europe. The company aims to across the US borders and appear in a foreign wider audience.
Prior to putting new goods and service on markets, Abacus departments should carry out tachtical operations.Their marketing researches mainly evolve around conducting market surveyes and field to work to understand the exact market scenario. The senction connected to CFO are in charge of ensuring labour, required financial facilities and cognitive infrastructure. and sales departments prepare reports expressing sales rates and best-sallers being in syc with shops.
2.5.2.Management Structure
Financial and executive processes of today's technology companies has been holding separate from each other. The board of directors of Abacus can examine the monetary and administrative status under CEO and CFO headings.
Hiç yorum yok:
Yorum Gönder