Sales Report Hema

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TABLE OF CONTENTS

INTRODUCTION3
COMPANY ANALYSIS (external + internal + SWOT)4
INTERNAL & EXTERNAL ANALYSIS4
HISTORY OF THE COMPANY4
HEMA’S STRUCTURE4
VISION OF THE COMPANY4
MISSION STATEMENT5
TARGET GROUP5
HEMA’S STRATEGY & POSITIONING6
FINANCIAL POSITION & COMPETITION7
PRODUCT-MARKET COMBINATION8
MARKETING MIX8
TRENDS IN RETAIL9
SWOT ANALYSIS10
STRENGHTHS:10
OPPORTUNITIES:11
THREATS:12
MARKET RESEARCH13
THE 7C’S OF EFFECTIVE WEBSITE DESIGN13
QUALITATIVE RESEARCH15
SALES PROPOSAL17
Executive Summary17
Our understanding17
YOUR COMPANY17
YOUR NEEDS17
DESCISION CRITERIA18
Our Solution19
FOOD SECTION CLEANLINESS IMPROVEMENT19
PRODUCT RESTOCKING19
Conclusion19
COST AND BENEFIT ANALYSIS20
REFERENCES23
MYSTERY SHOP REPORTS24
NATALIA ROJAS24
VICTORIA TORRES24
MAIKE BOUWER24
ANNA ZAJAC25
CELIA BAUMGARTNER26
ANOUK VAN NULAND26

INTRODUCTION

In September 1926, the dream of two Jewish entrepreneurs Arthur Isaac and Leo Meyer opened their first store on the Kalverstraat. The company became a part of the Maxeda group, which renamed from Vendex KBB. It owns Bijenkorf, Hunkemoller, V&D, Praxis, Plan-it and Brico, Dixons and many other stores.  In 2007 Maxeda sold HEMA to a British company called Lion Capital LPP. The company primarily focuses on leveraged buyout investments in Europe.  HEMA has expanded into other European countries, with stores in the Netherlands, Belgium, Germany, Luxembourg and France.

In this report we made a sales analysis of the Hollandsche Eenheidsprijzen Maatschappij Amsterdam, HEMA. HEMA is a Dutch discount retail chain that is characterized by relative low pricing of standard housewares, which are mostly made by the chain itself in beautiful and innovative designs. HEMA offers a very wide variety of products, from books and housewares to food. HEMA is located all around the Netherlands, with in total 445 branches and thousands of employees by March 2011.

We analyzed HEMA from different standpoints; we analyzed the housewares product section and also the food section. We visited in total 12 different stores all in different locations of the Netherlands from Amsterdam to Maastricht and we did qualitative research by analyzing the company’s external and internal environment. The goal of this report was to find out what HEMA can do to improve sales.

COMPANY ANALYSIS (external + internal + SWOT)

* INTERNAL & EXTERNAL ANALYSIS
HISTORY OF THE COMPANY
HEMA is a company with long tradition. The first store was opened on Kalverstraat on 4th of November 1926. Two Jewish entrepreneurs, Arthur Isaac and Leo Mever who have witnessed the hardest economic crisis of that century, conceived the idea. They have seen a lot of people struggling and having difficulties to make ends meet so their concept was to create a shop with different household items of affordable price but still maintaining a high quality. Thanks to Alfred Goudsmit, the director of Amsterdam-based Bijenkorf, this dream became reality and Hollandsche Eenheidsprijzen Maatschappij Amsterdam (known better as HEMA) was set up. The formula was so successful that recently new stores were opened in Germany, Belgium, Luxembourg and France. Additionally, in 2007, HEMA was sold to a British company called Lion Capital LPP. * HEMA’S STRUCTURE

HEMA’s structure has changed over the years, as two different groups have owned it, and each one of them had a different way of handling their operations. The Dutch company identifies itself as an adapter, because wherever they open a new store they try to fit into the new environment and implement products that are applicable for the target audience they are pursuing. Additionally, the CEO and shareholders play an important role in all forms of decision making for the company’s processes and changes, being constantly informed of any new ventures being pursued. *...
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