This thesis will be based on my current and previous practical experience combined with the theoretical basis that I have acquired through the modules on Academy business school. I have 8 years of management experience in retail, but in the last 3 years being employed as a personal assistant for my son who was born with a physical disability. 1 October 2012 I have been employed part-time as a sales assistant in the newly opened shoe Tops, located in Aalborg Mall.
My point of view in this project will be from the perspective of the owner / management since my prerequisites for this are realistic and that in the future I have ambitions again to get a job at this level.
Presentation of TOPS in Aalborg Shopping
Eurosko a purchasing cooperative consisting of independent skohandlere working together on purchasing and marketing. These skohandlerer operated under the name TOPS. This cooperation is intended to give members a better overall economy to meet the increasing competition in the retail industry. The shops sells private labels and various brands of Danish suppliers.
TOPS products are designed for the average consumer, and the target audience is the whole family. Product labels within private labels are as follows: Ralf Boston, Taxi, Adi, Mary B and Between.
The new Tops store in Aalborg shopping center is located in the new extension which has the name Nygade (pink street). This street connects the input A (main entrance at the grocery store) and input B (input opposite Steak Jensen / Nibevej).
Shoe store TOPS is funded by Thorkild Hansen, who every day is trade able boss in Aars. It is his daughter Camilla Hansen, store manager / owner of the new store. They both have a history from the hardware store industry. In the shop there is employed a sales manager, a full-time sales assistant and one part-time sales assistant. You are aware that you have to have some hourly paid sales assistants to cover crooked hours. However, one would first look for the urgent need before hiring more.
The store is located in North Jutland most attractive retail area in the city south of Aalborg. The competition here is tremendous, from German Deichmann to skokæderne Skoringen and PAW SHOES. Grocery store is also a major competitor, while the overall industry slippage, as retailers fierce competition is to blame in.
The hard struggle with the center of Aalborg has been going on ever since opening in 1997, and it's just a matter of time before one can proclaim City South and Aalborg Shopping Center as the victor. City Southern and Aalborg Shopping Center is marketplace for all over Gauteng. The clients who come to Aalborg Mall comes with the purpose to spend money. Unlike customers in the city center, where there are many "shoppers".
In a store like TOPS in Aalborg shopping center, there are many challenges for Camilla Hansen. Problem of the project will be based on one of the issues that are most central to the management, namely the motivation of the staff. Why is it such an important issue?
One of the things that can explain the motivation question is the aforementioned competition as TOPS face. Is the sales staff not motivated to provide the best service when they meet customers, customers' needs are met in one of the competing shoe stores.
There are also other elements such as indirect challenge my question about motivation. These I will elaborate on below.
The increasing competition in the retail and policies have been elements in the environment that have helped to pave the way for the long opening hours. This development is currently further escalated with the abolition of the Shops Act 1 October 2012. Another challenge is the union HP, which puts pressure on employers to their employees come to work under some decent conditions, with regard to working hours.
At the same time include the cost structure in the retail industry, where labor costs and rent are...