GMS 200 Lecture Notes - Emanuel Ungaro, Kmart, Fendi

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Published on 13 May 2013
Course
Alexander Wong, 500510461, Section #: 011
Mini-Assignment #2: HBC From Fur to Fendi
Turnitin Confirmation #: 313622686
Dr. Shavin Malhotra
1. Describe at least three strategies used by HBC prior to its sale to Zucker and NRDC.
Many strategies were used by HBC prior to its sale to Zucker and NRDC, some include the e-
business strategy, the growth strategy and the differentiation strategy. HBC used the e-business
strategy firstly because in order to attract more customers, they implemented an online shopping
program where they strategically used the Internet to gain competitive advantage. It allowed for
consumers to have different options for shopping aside from in person. Additionally they used
the growth strategy through expanding the company by acquiring other successful retailers like
K-Mart Canada to strengthen its share of the market as referenced from the textbook where
growth strategy is defined as, “To expand the size and scope of operations in respect such things
as total shares, market shares, and operating locations.” To persuade consumers to come back,
HBC also implemented an HBC Rewards program so they would have an incentive purchase
more products. Lastly, although unsuccessful, HBC applied the differentiation strategy
attempting to offer a different trendy image through Designer Depot & Style Depot. HBC
moved away from their focus on steep discounts instead trying something different. Thus
showing that HBC attempted to seek competitive advantage by offering different products and
ideas than the competition.
2. Describe at least three strategies HBC adopted since the sale.
Many strategies were adopted since the sale including the focus differentiation strategy, the
renewal strategy and the diversification strategy. HBC adopted the focus differentiation strategy
when in 2010 they became an official sponsor for the Canadian Olympics team and exclusive
supplier of Olympic-branded products. They offered unique products to a new and specific
market (Olympic fans) selling hoodies, coats, hats and the well-known red gloves. Another
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Document Summary

Dr. shavin malhotra: describe at least three strategies used by hbc prior to its sale to zucker and nrdc. Many strategies were used by hbc prior to its sale to zucker and nrdc, some include the e- business strategy, the growth strategy and the differentiation strategy. Hbc used the e-business strategy firstly because in order to attract more customers, they implemented an online shopping program where they strategically used the internet to gain competitive advantage. It allowed for consumers to have different options for shopping aside from in person. Additionally they used the growth strategy through expanding the company by acquiring other successful retailers like. Hbc also implemented an hbc rewards program so they would have an incentive purchase more products. Lastly, although unsuccessful, hbc applied the differentiation strategy attempting to offer a different trendy image through designer depot & style depot. Hbc moved away from their focus on steep discounts instead trying something different.

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