Assignment cover page
Assignment:
Subject:
Course:
Student Name:
Student Number:
Lecturer:
Due date:
B207-17J EMA1.
B207-17J.
B207 Shaping business opportunities
Lee Wilkins
F4975999
Mr Nick Maskery.
05 Jun
...
Assignment cover page
Assignment:
Subject:
Course:
Student Name:
Student Number:
Lecturer:
Due date:
B207-17J EMA1.
B207-17J.
B207 Shaping business opportunities
Lee Wilkins
F4975999
Mr Nick Maskery.
05 June 2018.
Page 1Lee Wilkins(F4975999) B207-17J EMA1
Part A:
Question 1.
The business function Operations management is responsible for
orchestrating all the resources needed for the creation of goods and services, it is
also concerned with co-ordinating the different departments to enhance
communication and productivity through organisation and planning. With Carrefour
having nearly 12,000 stores in over 30 countries they will need to concentrate on all
operational management factors to continue being innovative. The retail sector
serves a customer base that always wants more, for example; more choice, more
accessibility and more value for money. By concentrating on operations
management Carrefour has been able to address several innovations, it has
produced more spacious shops with free car parks in more convenient locations, as
this is perhaps the main driver in the fresh food market. They have an increased
choice of assortments (while continuing to focus on food) whist managing to sustain
value for money. The newest concept to help Carrefour is the introduction of
ecommerce and digital advances which not only adds to existing innovations but
creates entirely new concepts. Continuous innovation is the only way Carrefour will
attract new customers and improve loyalty of their existing customer base.
Due to having an always ready retailing format, from online to convenient, Carrefour
has managed to take their inputs and process them to produce outputs in multiple
formats.
Facilities. Large, spacious. More
than 10,000 m2 stores.
Free carparks and close
to public transport.
Location.
Convenient locations and
easily accessible stores.
High customer
satisfaction.
Equipment Controlled supply chain,
Data interchange and
enterprise resource
planning systems
Supplying what the
customer wants efficiently
and timely. Improving
customer satisfaction and
reducing unit cost.
Staff. Customer centric training. Better customer shopping
Page 2Lee Wilkins(F4975999) B207-17J EMA1
experience.
Customers Relationship marketing. Customer loyalty.
Suppliers. Strict compliance with
Food safety.
Agricultural Cooperative.
Controlled supply chain
Greater customer
satisfaction and better
unit costs.
Reducing environmental
impact.
Transport Stores close to public
transport. Free car parks.
Easy access.
Energy Solar panels,
hydrofluorocarbon- based
refrigeration, multitemperature gas trucks.
Reducing environmental
impact of the company.
Information Home shopping, Data
interchange and
enterprise resource
planning systems.
Efficient.
Figure 1: Operations input–process–output model (Walley, 2017).
The business function marketing is concerned with conducting market research,
creating marketing plans, product development, as well as general advertising and
promotions. The Carrefour hypermarket concept is based on choice and
differentiates its self by supplying frozen food, eyewear and office supplies alongside
their fresh food items. It is these products which make up the first P in the marketing
mix (4Ps), they have managed to do this with careful planning of acquisitions
allowing Carrefour to be a “food-based multiformat model” (Carrefour, 2017a).
By supplying a range of branded and generic products alongside their low profit high
volume sales will mean the operational and marketing team will have organise not
only the setup of the shops to highlight each product but also relay these messages
to the customers. As well as having the right diversity of products the location of the
stores is also important, choosing the right Place (second of the 4Ps) by segmenting
the market as suggested by Kotler and Armstrong (2016, p. 232). If the marketing
business function gets this correct it will drive brand experience and store
engagement. Marketing will also be crucial to build the “Omnichannel” (Carrefour,
2017a) Increasing customers in to the store with the promise of shorter queues due
to apple pay and other innovations like self-scanning tills and to boost online sales
through the ecommerce platform. This will be done through Promotion (the third of
the 4Ps). Finally getting the pricing right (fourth of the 4Ps) through market research
Page 3
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