Comparison of two UK retailers Dissertation Example | Topics and Well Written Essays - 3250 words

Comparison of two UK retailers - Dissertation Example Table of Contents Executive Summary 2 Introduction 4 Brief background of home-base and Wickes 4 Discussion 5 The retail Strategy used by Sainsbury's Home-base retail group and Wickers 5 Analyse the Retail Situation of the Organizations in Competitive Environment 8 Critical evaluation of the relationship between elements of strategy and retail mix 12 Conclusion 14 Recommendation 14 References 15 Bibliography 16 Appendices 17 Introduction Brief background of home-base and Wickes Home-base is recognised as one of the renowned home-improvement and gardening centre, operating in the market of United Kingdom since 1979. It came into existence by the planned support of both Sainsbury's supermarket chain and Belgian retailer GB-Inno-BM. And due to their support, the Sainsbury's Home-base retail group developed and became successful in offering a wide range of products to its customers at a competitive cost. As a result, the total sales enhanced by ?1.57 billion in the year 2010 thereby ampli fying the brand image and demand by a significant extent as compared to other rival players. Apart from this, being headquartered in United Kingdom, it offered value-added products in the entire world in an effective way. It became possible due to the presence of 356 stores in and around United Kingdom and Republic of Ireland. Other than this, Wickers is also another highly reputed retailer of United Kingdom presenting an extensive range of budgeted home decorative and gardening products to satisfy the desires of the customers. By doing so, the revenue and reputation of Wickers enhanced to a significant extent as compared to other contenders operating in the similar segment. It also proved extremely effective for the brand of Wickers to improve its position and brand-value in the market among others. This report is divided into four phases, highlighting the effectiveness of Sainsbury's Home-base retail group and Wickers. Along with this, it also highlights the positioning strategy u tilized by both the retail players in order to position itself in the market of United Kingdom. It also includes the competitive strategy used by the retail players of UK to retain its portfolio and image among other contenders. Discussion The retail Strategy used by Sainsbury's Home-base retail group and Wickers The Sainsbury's Home-base is one of the leading UK based retailer that mainly desires to offer qualitative products at an effective price so as to enhance customer satisfaction and loyalty. This is because; customer is the prime requirement of any organization in this age of extensive rivalry and economic downturn. Without which, an organization may not sustain or prosper in the market among other rival players. Therefore, in order to remain competitive and dominant in the market, Sainsbury's Home-base retailer desired to offer high attention over corporate social responsibility (CSR) strategy. In order to make this strategy effective, it invested huge amount of revenues in lighting, refrigeration, heating, ventilation and many other services to enhance the efficiency of energy and to reduce the range of wastes. Along with this, by implementing such types of services, the Sainsbury's Home-base retail group desired to offer best quality of products to its targeted customers so as to enhance their level of satisfaction and reliability as compared to ot