Table of Contents
Introduction
Selfridges Company is a private limited company with high-end departmental stores that is headquartered in London, United Kingdom. It was founded in 1909 but has witnessed several ownerships since then. There are now about 16 branches, and it has witnessed dramatic expansion because of its marketing strategies(Collins 2010,par.7).It has a broad range of products such as clothes, footwear, and food that targets the high-end markets. Most of the brands are luxury but cannot be compared to other prominent stores such as Harvey Nichols.
General Marketing and Distribution
It has relentless innovative marketing strategies that target shopping as leisure. It has a welcoming environment for shoppers with well-displayed merchandise that attracts the customers. It uses the media to publicize its merchandise, especially on open days widely and also with the use of magazines and newspaper articles. The company distributes its products by ensuring that all the stores have the supplies and that is done by the company itself or in partnership with other distributing companies.
Target Customer
Selfridges targets high-end customers with luxury products. It has all the products for men and women such as clothes, footwear, accessories, body care products, and bags among others. Apart from the UK customers, it also operates an online market for distant customers. The target market for the company varies as it offers a wide range of products. The men and women of 25 years and above with high income and interested in fashion, arts, style, and posh items are the ones targeted the most by the retail company (Sinclair 2012, p.6).
SWOT Analysis
Selfridge’s strength lies in the fact that it has a skilled workforce and also enjoys the domestic market. Its weakness is in its brand portfolio which only targets the high-end market. Selfridge’s opportunities are seen in its new products and services. Finally, the company experiences threats from increased interest rates and also fluctuations in taxes.
Superdrug
Introduction
Superdrug Company is a United Kingdom company that was founded in 1964 that deals in health and beauty retailing. It is the second largest after the Boots Company. It has a total of over 900 stores distributed in the UK and also in Ireland. It also has sister companies and owned by the Watson group (Truscott 2007, par.1).The company has also gone into partnerships with other companies to cement itself in the market.
General Marketing and Distribution
Superdrug company uses innovative ways to market its products such as by the use of slogans such as “Take another look.” It also makes use of other marketing campaigns strategies such as using its staff to meet the customers physically on the grounds. It also makes use of magazines to market its products such as the Dare Magazine. The company distributes its brand products in all the chain stores. The digital platform has also been utilized to reach distant customers who put online orders (Baker 2012, par.4).
Target Customer
Superdrug Company targets all the customer ranges because of its diverse products in beauty and health. It is therefore not restricted to a particular clientele like Selfridges. From children to adult customers they can still find a brand that suits them.
SWOT Analysis
One of the strengths of Superdrug Company is that it has multiple window display opportunities as compared to its competitors. The weakness that the company has is in the retention of staff which is poor (Holland 2012, par.5).Superdrug has an opportunity in staff training programmes which can be used to retain the employees for a longer time. Finally, the company experiences threats such as losing good staff members to the rivals and also the loss of customers.
- Baker, R, 2012, Superdrug takes on Boots with loyalty, Marketing Week.
- Collins, N, 2010, Selfridges named world’s best department store, The Daily Telegraph.
- Holland, T, 2012, Superdrug launches advanced skincare clinics, Retail Week.
- Sinclair, M, 2012, Wordplay in Selfridges windows, Creative Review.
- Truscott, C, 2007, Counted Out: Superdrug withdraws man-shaped punch bag, The Guardian.