Marketing mix analysis of The Warehouse
Showgato Chakraborty
AIS Student Id-20131440
Marketing Principles – 2.103
Stream A
An analysis of market segmentation, target market and marketing, mix of THE WAREHOUSE
Where everyone gets a bargain
Words used-2023.
Table of Contents
PRODUCT INTRODUCTION
Identification and Background
The Warehouse, is a New Zealand based company and is one its largest discount retailers offering a wide product offering ranging from Apparels, Jewellery, Fragrances, Gift sets, Books, Music, Entertainment, Gaming, Toys, Electronics, Sports and outdoor goods, Pet care, Home ware, Hardware, Gardening, Automotive accessories to Cards and Insurance policies. “The Warehouse Group Limited had adjusted net profit after tax excluding unusual items of $65.2 million on sales of $1.732 billion for the 52 weeks ended 29 July 2012.”
During the early 80’s in New Zealand, government policies and restrictions on imports and real estate had increased the prices of imported products for the middle income people and had confined their choice of products available in the retail market. For satisfying their basic needs they had to go to cities and shop in established department stores. There was this large segment of people who were staying in the suburbs and could not afford high value products nor had the time to go to cities, these people were also demanding various other kind of products to satisfy their wants, which was unavailable at that time with the present players in the retail market. Established by Sir Stephen Tindall in 1982, The Warehouse filled up this gap starting its first store in Wairau road, Auckland and currently operating through 92 stores across the country employing more than 9000 people.
Assignment Outline
This report is an analysis of The Warehouse (red shed), its market segment, target market and marketing mix.
This report starts with explaining the theory of market segmentation and the
AIS Student Id-20131440
Marketing Principles – 2.103
Stream A
An analysis of market segmentation, target market and marketing, mix of THE WAREHOUSE
Where everyone gets a bargain
Words used-2023.
Table of Contents
PRODUCT INTRODUCTION
Identification and Background
The Warehouse, is a New Zealand based company and is one its largest discount retailers offering a wide product offering ranging from Apparels, Jewellery, Fragrances, Gift sets, Books, Music, Entertainment, Gaming, Toys, Electronics, Sports and outdoor goods, Pet care, Home ware, Hardware, Gardening, Automotive accessories to Cards and Insurance policies. “The Warehouse Group Limited had adjusted net profit after tax excluding unusual items of $65.2 million on sales of $1.732 billion for the 52 weeks ended 29 July 2012.”
During the early 80’s in New Zealand, government policies and restrictions on imports and real estate had increased the prices of imported products for the middle income people and had confined their choice of products available in the retail market. For satisfying their basic needs they had to go to cities and shop in established department stores. There was this large segment of people who were staying in the suburbs and could not afford high value products nor had the time to go to cities, these people were also demanding various other kind of products to satisfy their wants, which was unavailable at that time with the present players in the retail market. Established by Sir Stephen Tindall in 1982, The Warehouse filled up this gap starting its first store in Wairau road, Auckland and currently operating through 92 stores across the country employing more than 9000 people.
Assignment Outline
This report is an analysis of The Warehouse (red shed), its market segment, target market and marketing mix.
This report starts with explaining the theory of market segmentation and the
References: Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia. Business Profile:The Warehouse. (n.d.). Retrieved October 5, 2013, from The Warehouse Website: http://www.thewarehouse.co.nz History:The Warehouse. (n.d.). Retrieved October 5, 2013, from The Warehouse Web site: http://www.thewarehouse.co.nz Stickland, B., Teterin, M., Fitchett, K., & Messenger, C. (2012, april). Group work: Business and Market Analysis – The Warehouse. Retrieved october 8, 2013, from www.cymessenger.co.nz yee, L. (2012, June 12). articles: The warehouse,the warehouse. Retrieved October 10, 2013, from www.designassembly.org.nz