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Strategic Management at David Jones

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Submitted By desertdew
Words 2909
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Introduction
David Jones is a well established Australian high-end department store with 36 stores nationwide. Its focus is to deliver an exclusive, high-class shopping experience, supplying luxury goods at competitive prices to meet the high standards of their consumer base. David Jones continues to be successful in a country that suffers inescapably from ‘Tall Poppy Syndrome’, while also preferring to exude an air of wealth and status.
Analysing the External Environment
The General Environment
Demographic
Australia’s population is over 20 million and the gross household income per week for the fourth highest quintile is over $1096.00. Twenty per cent of Australian households are represented in this category.
Economic
The Australian economy has experienced a number of recessions that have affected the retail industry and this has shaken shareholder confidence.
The current interest rate is at 3 per cent and the AUD is much stronger on a global scale. Because Australian’s are getting more for their dollar overseas, many are opting to shop online.
Socio-Cultural
Australians are brand conscious and many wish to appear wealthy. Ninety per cent of Australians view themselves as being part of the middle income bracket. Also, the retail industry is dominated by women’s fashion. Australians prefer to shop in a department store format.
Political-Legal
In many cases, online shopping does not attract the GST, and this encourages Australian shoppers to turn to online sources to buy their goods.
Liberal trade laws in Australia allow for easier acquisition and mergers with other businesses. This allows companies like David Jones to acquire less well know local businesses and expand.
Global
Consumer behaviour has changed greatly on a global scale. Online shopping has become a powerful competitor as many buyers can now afford shipping costs.
Environmental

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