David Jones Essay

1. Introduction

David Jones Limited is an Australia based departmental store. In the time of 1838, a Welsh foreigner David Jones set up this store. By and by, Woolworths Holdings Limited, a South African retail gathering, claims this organization (Eden & Ackermann 2013). This is the most established working departmental store under its unique name on the world. At present day in Australian states and domains, 39 stores of this division are available. In the mid of 2016, David Jones has opened its first store in the New Zealand. This organization gives a range of products to its customer like, electrical, toys, stationery, home apparatuses, excellence items, travel products, shoes, menswear, kids' wear, ladies design and numerous different

They needed the complete takeover of the organization for the first time in the history this hand over was finished. Through 1990s these two organizations included totally into a difficult structure (Mellahi and Frynas 2015). In 2003, through a strategic review it is identified that, those two unfruitful stores: gourmet nourishment retail locations and David Jones Online electronic business had shut down totally. Because of this episode, alternate stores including the lead Market Street and Elizabeth Street stores were rejuvenated in Sydney. In this period, the profit growth and sales growths are were not expanding persistently inspite of having a huge demand of Australian products to the customers. The share price of the company becomes unstable by achieving a high of over AUD $4.50. In the first half of 2009, the worldwide downturn influenced David Jones by announcing a decrease in the sales of 6.4% to $1,061.2m (Swayne et al.

In case of making any strategic management decisions about the future innovations, threats and opportunities can be identified through the SWOT analysis. An in-depth strategic analysis of David Jones limited is given below:

Strengths Weakness

 They have strong brand image in their domestic Australian market for their fashion, electric products and food items.

 They have huge product range.

 Their Store areas as low hazard and high esteem areas.

 They have more than 200 retail locations in France and Luxembour.  Because of numerous alternatives retail options the tendency of brand switching are high among the customers and also the customers may have low brand loyalty.

 Restricted worldwide penetration.

Opportunities Threats

 Going into pharmaceutical business can prove a good opportunity for David Jones.

 Utilizing of their brand name David Jones limited to go into other product offering expansion.  Increasing residential rivalry as in every year there are a number of new companies enter into this retail business industry.

 High brand switching by clients implies low brand loyalty which is defiantly a threat for the