With an outstanding growth in the usage of digital technology such as smart phones, tablets and laptops, consumers have the ability to communicate with brands instantly and effectively.
And that Mothercare needed a wholescale rethink on how to compete in a challenging retail environment. George is strong competition to Mothercare as it offers cheaper alternatives to maternity wear, branded toys and products, child and baby clothing up to 14 years, cots, bedding, car seats, prams, baby toiletries, feeding and nursery furniture.
Due to high level of competition, profit margins are limited. Over employees Wikipedia, Article continues after advertisement Not highly successful at integrating firms with different work culture. It was essential and viable to introduce a new product line of organic baby food which will be named Yumyums.
International currency alterations have an effect on how competitors operate, as there can be an increase on costs. The expansion has helped the organization to build new revenue stream and diversify the economic cycle risk in the markets it operates in.Due to no shortage in produce which contributes to the baby food market, there is still ability to hold a certain power against suppliers as there are many forms of substitute. Rebranding can create brand differentiation and modernity. Primary research conducted. The credit crunch and job fears meant consumers cut spending, deciding to pay off debt and save instead BBC, Financial Crisis The impact of economic and financial crisis of the Europe and the UK economy is very pertinent on Mothercare plc. Respondents also said that logo was old fashioned, pointless, bland, plain and simple. Specialist in baby and mother care products which are suitable and accessible to families, mothers, babies and children. Lifestyle and Demographics in the UK The cost of living differentiates in certain areas of the UK, as location can determine the lifestyle and expenditure capabilities of the consumer. The SMART objectives above will be achieved via the following marketing strategies: Rebrand Mothercare logo to become more appealing, modern, bright and relevant to what they retail in order to increase sales and connect with consumers. Mothercare, in many ways, is still the defining brand for the new parent. This marketing strategy is unique, as no other close competitor provides any service that is similar which gives Mothercare a unique selling point. This can cater for extended needs of pre and post natal mothers as well as provide exclusivity as no close competitors offer this. As they say, kids are the latest fashion accessory. The matrix is only a starting point for a discussion on how proposed strategies could be implemented. This is to create a nutritional awareness to those mothers who are also seeking to be healthy, which can influence Yumyums product sales to increase through online communication.
City living costs are high, in cities such as London, as opposed to suburban and country side living which is substantially less. We pared the business right back, right-sized it, and focused in terms of reinventing what the DNA of discounting meant for the business.Mothercare Corporate Strategy According to the current Mothercare Corporate strategy, their aim is to build the Mothercare group into the world's leading specialist retailer of parenting and children's products. Need more investment in new technologies. Price comparison capabilities has also driven this technological factor as consumers can search instantly for the best priced products and services through a computer or smart phone. With over , views on Mothercare TV videos and over subscribers, the network reach is vast. These secondary competitors oppose potential threats to the growth and health of Mothercare as consumers may substitute Mothercare with retailers that offer just more than maternal and baby products due to convenience and time efficiently of shopping retail. Franchise option is available for growth of business globally. The company has realised this and has articulated this into their corporate strategy that the growth will come from online sales and marketing and the company needs to take appropriate measures to ensure that the online marketing strategy is inline with its corporate strategy. Mothercare have catered for this fast evolving form of digital communication, which has created some beneficial attributes for the brand such as their phone app. Employers are abide by the law to offer minimum wages and other benefits to its employees. This part of the logo holds a lot of history with previous Mothercare logos and really defines the modern transformation whilst keeping roots integral.
Mothercare Corporate Strategy According to the current Mothercare Corporate strategy, their aim is to build the Mothercare group into the world's leading specialist retailer of parenting and children's products. This creates strong relationships between the consumer and the brand, which results in brand loyalty and sales.Secondly, their customer. It's niche but it could be more high-margin. Mothercare could change their logo to something that is more modern, bold and bright. Wood is credited with returning Kmart, once a huge player in retail, to profit. UK, Age structure for men and women in Age group. Limitation of Weighted SWOT analysis of Mothercare Plc This approach also suffers from one major drawback - it focus on individual importance of factor rather than how they are collectively important and impact the business holistically. Mothercare as a brand could still do it.