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Terms of Reference
I am doing this report because its part of my course on my work placement that I have chosen.
Method of Procedure
A variety of sources of information was used to construct this report. I got the information on my notes; manger Jenny in my work placement gives me lot information on the company and the Internet.
It was founded in 1971 and now known as Arcadia Group who own Burton and Dorothy Perkins. They are located in Ireland and the United Kingdom.
It offers shares to the public prohibited by the law and is appropriate to a family- controlled business. It's a private limited liability company.
Evans shop is plus size clothing for woman wear. Evans sales a wide range of clothing of tops, knitwear, dresses & tunics, trousers & skirts, leggings, coats & jackets, jeans, lingerie, sleepwear, shoes & boots, leisurewear, accessories, jewellery and swimwear.
There are 330 Evans stores around the UK and Ireland. They have professional advice from the best sales advisors. There have online website which is www.evans.co.uk which gives wide range on line exclusives available that you won't find in-store. It is located is 42 Henry Street, Dublin, Dublin1. Evans clothes are designed for curvy woman for the latest fashions.
These are the departments include my duties in department.
Shoes and Boots.
My duties in the department are to:
* Check right sizes on hangers
* Shoes unpack them, put plastic bags in bin, take sterling price off and stick black stickers on tags to hold the shoes for hanging.
* Help customers
* Check cube was the same as government
* General tidying in store.
* Get shoes for customers checking the code of back of the shoes and then go to the stock room to find the shoe if in size, then go back to the customer with the shoes if in stock. If so than take out the paper in the shoes and give the shoes to the customer.
* Assisting customers in fitting room
* I took clothes from fitting room and put back onto floor in correct place.
* Pick shoes off the floor and tided them
* I put all the clothes in order of size 14-32.
The branches are in republic of Ireland they include:
Liffey Valley, Blanchardstown, Carlow Shaws, Castlebar Shaws, Cork, Galway, Drogheda, Killarney, Limerick, Wexford, Waterford and Traiee Debs.
Internal influence on organisation.
The Internal marketing is ensuring the best possible treatment of customers it has objective too all employee to be committed to the goals. The company has to adapt by being natural, demographic, Scio-culture, economic, political and technology.
Evans stores have telephones so that if the customer is looking for piece of clothing any of the staff would help. At Evans we make sure we sell the product the best we can and when the product is out we make sure that we stock up the products. In Evans do special days as 20% off days or for weekend.
The economic environment it as income, spreading, global economy, internet rates (ESB) inflation rates, deflation, borrowing and government, property and cars have gone down due to inflation measures cost of living.
Technological environment, it creates new market, product from technologies consists of forces some examples are social networking, face book, bebo, tintler, MySpace, YouTube.
A Competitive advantage can be created. It can create need for change and create opportunities e.g. search, pop ups, banner ads, Ireland.com, eircom.net and website.
What is Recourse Based View?
The firm possesses if the desired outcome for any firm is that of sustainable and in product markets deploys certain key resources.
In developing resources that create value for customers firms gain completive advantage by one firm over another/ group of firms is given industry or market.
Tangible sustainable resource is rare and can't move easily.
If the recourse is non-substitutable, inimitable and immobile they are difficult to duplicate. They are advantages resist erosion. There are assets to the resource they are capabilities (ability to do something well), intangible assets (brand name, or brand loyalty), good will and tangible assets (building, it systems, stock).
Value chain analysis
For customers value there are inputs and outputs by transforming chain of activities for a company. For these inputs and outputs there is a number of activities they include a random collection of organisation of people, money and machines. They
also include a competitive advantage for major tool in analysing how activities interact. In organised systems that deliver value the resource are that have no value unless deployed are activities.
External influence on organisation
The cost of high Tax's and people going to the north for cheaper prices than going to the south.
* Inflation rates
* Interest rates
* Exchange rates
* Due to the resection most people aren't spending lots of money so Evans fined it hard to sell the products.
* Technology incentives
* R&D activity.
In the Porters Five Forces the competitive rivalry customers want time to substitute products for example coke to water than again rivalry will be high. Competitive rivalry will likely be high if the entry to an industry is easy.
Power of Suppliers
* It's very important the suppliers give the company the products. The more the suppliers you have the more customers you can make.
Power of buyers
* The customers have very good customer service in Evans and without customers the company wouldn't have business so Evans makes sure to service each customer with the right customer service.
Threat of substitutes
Evans has sales so they get more money and they stay competitive to other businesses in this area location.
Evans find important to be price friendly, stay ahead of other businesses.
Threat of new entrant
Evans during the busy times like Christmas Evans open their hours longer for their customers to stay with competitors
Internal & External influence on organisation
In the micro - environment there are publics (shell, banks and investors), company, customers, suppliers and marketing intermediaries (Dell).
In macro environment there is natural, politics & laws, economic, socio-cultural and technology.
The marketing Environment is the growth of technology on online. Its offers both threats and opportunities and adapt to changing environment to watch constantly.
The micro environment has collection of forces which include publics, competitors, company itself, and supplies.
The micro environment in the company as R&D (recourse), purchasing, top management which as set objectives/strategies/mission, manufacturing, finance and accounting which as measuring revenue and costs.
In the micro environment there is marketing intermediaries “Firms that help the company to promote sell and distribute its goods to the final buyer”. They include relationship marketing intermediaries and with suppliers, distribution firms, marketing service agencies and resellers.
Micro environment is customers are the ultimate source of revenue for a firm which include Internet markets, consumer markets, reseller markets, Government markets and business markets.
SWOT stands for strengths which are brand name, location/geographic, technologies in use, quality, proportion of market share and financial capabilities weaknesses, opportunities, and threats.
The weaknesses of a company is lack of access to key distribution channels (whole sales) lack of patent protection, high cost structure, weak brand name etc.
Opportunities to growth and profit some examples are price wars with competitions, increased trade barriers (Tax's). In SWOT you have to be careful not to rely on it too much as two people rarely come up with the final version of SWOT.
1. Size range plus size of clothing.
2. Brand name Evans is well known by many people
3. Customer service.
4. Location it is near all the main shops like M&S and near transport the luas and buses near the city centre Dublin 1.
1. It doesn't have smaller sizes 6,8,10 and 12.
* On line website.
* 3rd party suppliers
* Celebrity endorsement ie Beth Ditlo
* Increasing number of plus size retailers
* Global economy
In Evans I found, that they find much good strength and not really any weaknesses which are good for the customer. When the customers give their email address than Evans sends them information for example for the next sale is on which the customers friendly service or the customer wants to buy on online they have Evans website.