Strategic marketing management: Debenhams

We shall assume that we are Debenhams’ , a well-known department store in the UK on the clothing market. The aim is to put in place a future marketing plann with a clear strategy. But before that, a rather weighty analysis is necessary. Concerning the external audit, we observe that political and economic factors are as a whole rather stable, that sociocultural elements are positive and that technology evolves in the right way. The internal audit reveals that Debenhams is everywhere in the UK and is beginning to expand at the international level. Its competence area is rather completed but the company has some experiencing financial difficulties the last few years. Furthermore, sales have begun to run out of steam. We observe that clothing market on British territory is extremely competitive. Indeed, we find very different actors: specialists, supermarkets, mixed goods retailers, etc. We also know that English pay heed to their appearance and they are attracted by fashion. But purchase habits of British people as well as their expectations evolve continually.

[...] Clothes and accessories will be cleaned by Debenhams itself. Rental facility on the website is for the customers who have no time, who cannot or do not want to move or who look for a dress in the last minute. A specific category to this service will be available on the website. Different stages: - Selection of articles or products - parcel delivery at home within 24 hours after the order - Purpose of clothes and accessories - Free parcel while return There is particular duration about the return, consumers take advantage of their products and send back once worn. [...]

[...] We estimate population’s average work at 32 hours a week (full-time and part-time jobs). Thus, British have enough time to spare to devote oneself to their favorite activities and consequently women spend their time for shopping. Purchase behavior of English women is often influenced by the media (newspapers, press) celebrities too. Fashion is very present in the UK with a quick change of collection, what promotes purchase. We can see in Appendix 17 (“Household confidence”), that UK households have lost confidence. [...]

[...] It could have repercussions on sales of Debenhams. 5 % was the interest rate decided by the Bank of England instead of 5.25 %. The aim was to “offset the renewed strain effect on household and corporate borrowers in money markets.” (www.tradingeconomics.com / Source : Financial Times 10-04-08). In Appendix 9 (“Interest rate”), we take a note of the interest rate since 2 years. Today, inflation holds at 2.50 %, less than economists forecast and below the UE which obtained 3.40 %. [...]