Marketing Management
Introduction
Masters Home Improvement is one of Australian home improvement and hardware store which only have two years’ experience. The beginning of Masters Home Improvement was established under the program of joint venture between Australian retailer, Woolworths Limited and American home improvement and appliance stores, Lowe’s. The very first store opened on 1 September 2011 in Braybrook, Melbourne. Now there are 33 stores in Australia. In 2012, the transactional website was launched that made Masters Home Improvement win the title of Australia's first online hardware and home improvement retailer. Masters Home Improvement strives to provide marvellous shopping experience that consumer have never experienced before via marketing strategies. This essay will outline the marketing environment analysis of Masters Home Improvement in terms of macro and micro factors. Then, it will discuss the marketing approach. In the end, some recommends will be given to Masters Home Improvement.
1. Marketing Environment Analysis—Micro Trends
1.1 Customers
According to Kotler and Armstrong (2012, p. 93), Customers are the most important factors in company’s microenvironment and the target of establish value delivery network between company and customers is that satisfy customers’ demands and create strong relationship. Retailing is a business with extremely people-focused, well-trained and professional employee satisfies the demands from customers that create triumph (Masters Home Improvement, 2013). Masters Home Improvement has involved in training and education programmes which require every employee to participate at least 100 hours job training before working to ensure that they can provide the professional services and assists to customers. Most of customers who try to furnish or decorate their house are not experts. Customers always confuses from materials, sizes to assemblage. Therefore, it is an opportunity for Masters Home Improvement professional to operate with
Masters Home Improvement is one of Australian home improvement and hardware store which only have two years’ experience. The beginning of Masters Home Improvement was established under the program of joint venture between Australian retailer, Woolworths Limited and American home improvement and appliance stores, Lowe’s. The very first store opened on 1 September 2011 in Braybrook, Melbourne. Now there are 33 stores in Australia. In 2012, the transactional website was launched that made Masters Home Improvement win the title of Australia's first online hardware and home improvement retailer. Masters Home Improvement strives to provide marvellous shopping experience that consumer have never experienced before via marketing strategies. This essay will outline the marketing environment analysis of Masters Home Improvement in terms of macro and micro factors. Then, it will discuss the marketing approach. In the end, some recommends will be given to Masters Home Improvement.
1. Marketing Environment Analysis—Micro Trends
1.1 Customers
According to Kotler and Armstrong (2012, p. 93), Customers are the most important factors in company’s microenvironment and the target of establish value delivery network between company and customers is that satisfy customers’ demands and create strong relationship. Retailing is a business with extremely people-focused, well-trained and professional employee satisfies the demands from customers that create triumph (Masters Home Improvement, 2013). Masters Home Improvement has involved in training and education programmes which require every employee to participate at least 100 hours job training before working to ensure that they can provide the professional services and assists to customers. Most of customers who try to furnish or decorate their house are not experts. Customers always confuses from materials, sizes to assemblage. Therefore, it is an opportunity for Masters Home Improvement professional to operate with