OPPapers.com Essay Index >> Book Reports >> Analysing Previous Markekting Plan
We have many free term papers and essays on Analysing Previous Markekting Plan. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Analysing Previous Markekting Plan. Table of contents Page Number Background
of the company 2 Strategic objectives 3 Review past ...
Submitted by thekrjaisnik on May 24, 2008
Category: Book Reports
Words: 2543 | Pages: 11
Views: 108
Popularity Rank: 91,770
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Table of contents
Page Number
Background of the company 2
Strategic objectives 3
Review past performance 6
Pest analysis 7
Swot analysis 9
Competitive analysis 11
Appendix 15
COLES MYER LIMITED. MEGAMART
REVIEW MARKETING PERFORMANCE
Background and Overview
Coles Myer Ltd. is an Australian-based retailer owing and operating stores within Australia and New Zeeland. Myer was first established in 1899. Over the years it gained great success. Coles Myer now predominantly trades under the names of “Coles”, “Kmart”,” Target” and a number of other names of which included “Mega mart”. Megamart first opened in Coorparoo, Queensland in 1998 where it grew to 4 stores in Victoria, where it competed against Harvey Norman and Dick Smith.
As Harvey Norman and Dick Smith were already the big players in the market it was hard for a growing Megamart to compete against these players, while depending on Myer’s support. Through the research it was noted that Megamart wanted to be a market leader. Through trying to differentiate it self from other competitors.
Megamart was responsible for selling electrical goods, furniture and other services. The main objective was to be different from the other major players by having best customer service, specialized staff and the widest range of electrical goods.
There were a number of negative aspects of the company where it only had a few stores compared to its rival Harvey Norman. This made it difficult for Megamart to compete. Megamart struggled from the day it was opened, but the Coles Myer bosses wanted the stores to prevail until late 2004 and early 2005 when Coles wanted to sell of Myer, and its cannibalizing department store Megamart.
The decision was to keep Megamart open until end of financial year to see what the profit was. When it was clear that there was a substantial loss made...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!