Centra Market Assignment

Introduction
(Aims, Objectives and Methodology)
The Following Assignment is an analysis on the structure and functions of Carrolls, Centra Convenience Store, Knocktopher, Co. Kilkenny. The reason I’ve chosen this organisation is the fact that I have been working in Centra for the last five years. My first impression of centra is that it provides the customer with all their needs and is good value for money. It is one of Irelands leading convenience retail group, with bright, accessible stores in over 450 locations throughout the country.
The aim of my project is to explore and analyse the internal workings of Centra convenience store and to look at external factors affecting it. I also will look at how the internal and external structures impact on the performance of the organisation. This analysis will make the reader more aware of how much the convenience store is needed in local areas.
The primary data was collected by using a Questionnaire and by observation. The Questionnaire can be found in the appendix. The secondary data was collected using the internet. Main source for information was the “Centra Stores website”. Reference: Centra, “Centra Stores Website”, (Online), www.centra.ie, (Accessed 14th March 2010)

Company
(History, Size, Location, Products and Ownership)
Carrolls Centra was established 15 years By William Carroll, (Manager). He took over Carrolls shop 25 years ago owned by his aunt and uncle. The shop was in a bad way before he took over, but when he did take over things changed. Before he renovated and developed the shop into the success it is today, his occupation was a bank manager. He used all his skills and experience in business to make Centra a success. Nowadays he runs the business with his son, Padraig Carroll, (assistant manager) and employs over 20 staff.
Over the years Carrolls shop has change from small business into a large convenience store. It is a well known store all over Kilkenny and business is booming. The reason for this is the fact that it’s in a good area and staff are very friendly (but I’m sure there is friendly staff in every Centra Store). Two years ago William Carroll renovated the store again. This was to make the Store look more modern so it could compete with other Stores. All management and colleagues get on well together, which is good for business. When a manager Motivates staff and gives them challenge work, this has a positive effect on working relationships. The shop itself is fairly large compared to other Centra Shops and it has a large car park for customers.
The shop is located in knocktopher, Co. Kilkenny on the main road between Waterford and Kilkenny. It is instantly recognisable because it’s such a well Known franchise (Centra).
Musgrave retail partners Ireland, is one of Ireland’s largest grocery and food distributor. Musgrave is a family-owned Irish company and pioneered voluntary group retailing in Ireland. The company also operates in Supervalu brand.
Centra Stores have a reputation for quality, value and friendly service, and the fact that the stores are operated by local people means that shoppers have the best of both worlds – the customer is guaranteed traditional values of good fresh food and excellent services, combined with great prices and one of the biggest state of the art retail distributers.

Internal Structure
Functions of Staff: * Management staff: Responsibility to keep control of money in the workplace and make sure everything is done the right way. Also to keep tract of employees hours and to supply the weekly wage. To be recognised as the leader of the workplace by motivating staff and giving them Responsibility for certain tasks. * Deli Staff – Responsibility to provide food to the customer all day. All food should be fresh and the deli area should be clean at all times. Deli person should wear a hair net and the appropriate clothes. Orders should be taken every day for food that is needed for the deli. * Cashier Staff: Responsibility to operate the tills and be friendly with the customer. Any goods purchased by the customer most be charged (scanned) and paid for. Everything that the employee does is to satisfy the customer, so the customer is always right. * Floor Staff: Responsibility to stock up on goods so that everything looks presentable. Also to help out other staff members if they are in need of help and have manners when a customer approaches them with a question. | Management Staff | Deli Staff | Cashier Staff | Floor Staff | Males | 2 | 0 | 3 | 3 | Females | 1 | 8 | 6 | 3 |

Bar Chart for Carroll’s Centra, representing the amount of staff for each section of work:

External Structure
The following is a PEST Analysis on the Carroll’s Centra Store:
Political:
Political forces refer mainly to Laws that may affect a business like; “Centra” There are many Laws that can affect an organisation. These can be beneficial to the business or can cause a threat to the business. The following are employment laws that could affect an organisation like, Centra.
The employment equality Act deals with discrimination in a workplace. Under this law discrimination is defined as “treating one person less favourably than another”. Discrimination against employees is outlawed on one of nine specified grounds: gender, race, material status, are some of these grounds. The Act also established the equality Authority, which works to eliminate discrimination in a workplace.
The unfair dismissals Act was enacted to protect workers from being dismissed by their employer for unfair reasons, e.g. If William Carroll of Centra, dismissed one of his employees, but the employee felt that the dismissal was unfair. Well, it is up to the employer to show that the dismissal was fair. This is known as the burden of proof. The Act covers employees between the ages of sixteen and sixty-six.
Under the sale of goods and supply of services act, anything you purchase in Centra must be of merchantable quality, fit for its purpose and be as described. If the retailer of Centra sells goods to consumers that are faulty, the consumer is entitled to redress (replacement, refund, and repair). The retailer, not the manufacturer, is responsible for the faulty goods and must deal with the consumer complaint.
Reference: Mclaughlin P. & Caulwell P. (2007) ‘Revised Edition Business Today, leaving certificate’, Educational Company, Walkinstown
Economic:
Recession
A fear of recession would have any employee nervous about job security. As expectations are lower, employees would become more appreciative of their job and employers are finding it easier to ensure employees happiness with less effort. In order for Centra to beat the recession, they would have to cut overtime and make some employees redundant. Recession is affecting wages in ways that some employees are not even getting the minimum wage. People are spending less so Centra would be affected by the recession. During these times a workforce should avoid conflict and work together to fight the recession crisis.

Reference: News, (2009), ‘Surviving the Recession – Competitiveness’ (Online), www.kfaheyandeo.ie (Accessed 15th March 2010)
Competition
The number of Competitors in an industry will have a huge effect on business. The supermarket industry in Ireland is very competitive. Most Businesses compete over price, quality, style or service and Business credentials. Centra would have rapid change in technology, so competition can be robust. Centra should take a closer look at its competitors and come up with ideas so that it can beat them at their own game. Competition can be very good for consumers as every business is forced to try harder to satisfy them. There can also be competition between the employer and employee of Centra. The employer would want to minimise pay rises, where as the employee would to maximise pay rises.
Reference: Mclaughlin P. & Caulwell P. (2007) ‘Revised Edition Business Today, leaving certificate’, Educational Company, Walkinstown
Social:
Healthy Eating
People nowadays are more health conscious about what foods they eat. Healthy eating is the message that most businesses are trying to encourage their employees to take part in. In Centra promoting healthy eating is part of promoting health in the workplace. There can be many benefits of improving health in the workplace like, a motivated workforce and increased quality of product and service. Poor nutrition is associated with increased risk of conditions such as heart disease, obesity etc. In Centra changes can be made to promote healthier eating. Management and employee should work together to achieve healthy eating. Example, There are suitable facilities for hand washing e.g. soap, clean towels. Offering a healthier choice of food options helps employees and customers to make healthy food choice.
Reference: Health Promotion agency Northern Ireland, (2008),’Promoting healthy eating at work’ (Online), www.healthpromotionagency.org.uk (Accessed 17th March 2010 )
International Foods
International trade involves exporting and importing goods. This is very important to the Irish Economy because we buy and sell huge amounts with the rest of the world. International trade leads to job creation in Ireland. International goods provide Centra with more variety for the Irish Public.
Reference: Business Leaving Cert Study Guide, (2008), ‘Showing you mean business’ (Online), www.skool.ie (Accessed 17th March 2010)
Technological:
Website
The internet plays a vital role in the success of the business. It would allow Centra to investigate its competitors, suppliers, customers and market place. The internet would be used in the promotion of Centra Stores and the selling of the company’s products and services. The internet would locate buyers or new markets for the firm’s products and services. It would also test software applications before the firm would buy them. The internet is a communication tool that allows Centra to share ideas and ask questions of others. It can give a business access to almost any topic imaginable. Reference: T. Chadwick, (1997), ‘Business uses of the internet’ (Online), http://www.tbchad.com (Accessed16th March)
Scanner
A scanner is used for scanning bar codes in a workplace. Bar codes are used to identify one product from another. Scanners are photo sensors that can read the barcodes and convert them into electrical pulses. These pulses can be converted into readable text that can be displayed on the computer. This is a very fast process and only takes a few seconds. The scanner is wireless so it would allow you to move around Centra to scan all the barcodes. Reference: R. Lim, (2009), ‘How does a bar code scanner work’(Online), www.ezinearticles.com (Accessed 16th March))
SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It outlines the strength and weaknesses of the business and the opportunities and threats that can arise in the business. The following is a SWOT analysis on Carroll’s Centra Store:
Strengths:
William Carroll, (Manager of Centra), is a well organised manager. He motivates staff members to do their best by delegating some authority to them. He is a good communicator of staff, which builds up trust in the workplace. Centra is located in the countryside on the main road between Kilkenny and Waterford. This is a good location for Business as there would be a lot of drive bys and local people using the stores service. It is locally owed business which is good for local customers. The Brand name, Centra, is well known all over the country which makes it instantly recognisable. The store has a massive car park and there is also a toilet facility which is always a huge advantage for any store.

Weaknesses:
Like all stores, there is bound to be some weaknesses that need improving. In Centra the car park could do with being improved and how staff approach a customer could do with some improving. In the latest survey of the shop customer service was down by 10%. This is a massive drop that will need immediate attention. Some of the younger staff on the cashier till could do with a days training, so cash shortages can be avoided. There could also be cameras placed in the store to avoid theft.

Opportunities:
At the moment their is a huge demand for Alcohol in the country, so maybe the Manager of Centra should considered setting up a off licence. This would be great for the business as there is no off licence in the area.

Threats:
The company could be in trouble now that the new motorway has opened up from Dublin to Waterford. This motorway by-pass the shop which would mean less people will be driving on the main road. This is a massive threat to the business as customer will go else where.

Conclusion
As I work in Centra it is of great benefit to me to know the history of the business and way the business is run. My knowledge of Carroll’s Centra Store has grown dramatically. I hope that the new opening of the motorway will attract more consumers and benefit the future process of the business.