The retail industry in the UK, as a relatively mature and oligopolistic sector, can be characterised by overcapacity, price-driven marketing, and a high concentration of firms (Morschett, Swoboda, & Schramm-Klein, 2005, p. 275). WH Smith has a history of over 200 years of development dating back to 1792 (Figure 6, Appendix). However, WH Smith is one of Britain’s leading retailers of today and known for its chain of High Street stores, travel outlets at airports, train stations, motorway service areas, hospitals, workplaces and bus stations selling books, stationery, magazines, newspapers, and entertainment products (WH Smith, 2009a). Most of WH Smith’s business outside the UK (United States, Canada, Australia, New Zealand, Hong Kong and Singapore) was subsequently sold as financial targets were not met. For the year of 2010, WH Smith is planning to expand its business to non-European markets (i.e. India), were it plans to open six outlet stores at the Delphi airport in 2010 (WH Smith, 2009b).
This paper offers a case study of the UK retailer WH Smith. With regard to the structure of this essay, initially a short company overview will highlight WH Smith’s areas of operations. Thereafter, the company’s internal capabilities and its external environment will be examined in chapters two and three, respectively. This will then give the foundation for a substantial analysis of WH Smith’s positioning strategy. Recommendations on how to ameliorate the company’s strategy will be presented in chapter five. Finally, in a retrospective analysis of this paper the findings on the strategic development of WH Smith will be summarised and an outlook will be given in the concluding chapter six.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Analysis of WH Smith's Internal Capabilities
- 3 Analysis of WH Smith's Environment
- 4 WH Smith's Positioning Strategy
- 4.1 Segmentation, Targeting and Positioning (STP)
- 4.2 Marketing Mix
- 4.3 Generic Strategy evaluation
- 5 Recommendations for Improving WH Smith's Strategy
- 6 Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to provide a case study analysis of WH Smith's retail strategy in the UK. The analysis will examine the company's internal capabilities, external environment, and positioning strategy, ultimately leading to recommendations for improving its overall strategic approach.
- Analysis of WH Smith's internal strengths and weaknesses.
- Assessment of the competitive landscape and external opportunities and threats facing WH Smith.
- Evaluation of WH Smith's positioning strategy, including its segmentation, targeting, and marketing mix.
- Identification of key areas for strategic improvement.
- An overview of WH Smith's historical development and current market position.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage by characterizing the UK retail industry as mature, oligopolistic, and characterized by overcapacity and price-driven marketing. It introduces WH Smith, a long-standing British retailer with a diverse range of outlets selling books, stationery, and entertainment products. The chapter briefly outlines the company's history and its geographical scope, noting past divestments outside the UK and future expansion plans into non-European markets, specifically mentioning the planned opening of six stores at the Delphi airport in 2010. The chapter concludes by outlining the structure of the paper, previewing the subsequent analysis of WH Smith's internal capabilities, external environment, positioning strategy, and concluding with recommendations for improvement.
2 Analysis of WH Smith's Internal Capabilities: [This section would contain a detailed summary of chapter 2 if the text provided the contents of chapter 2. Since this information is missing, it cannot be completed.]
3 Analysis of WH Smith's Environment: [This section would contain a detailed summary of chapter 3 if the text provided the contents of chapter 3. Since this information is missing, it cannot be completed.]
4 WH Smith's Positioning Strategy: [This section would contain a detailed summary of chapter 4, incorporating the subsections 4.1, 4.2, and 4.3, if the text provided the contents of chapter 4. Since this information is missing, it cannot be completed.]
5 Recommendations for Improving WH Smith's Strategy: [This section would contain a detailed summary of chapter 5 if the text provided the contents of chapter 5. Since this information is missing, it cannot be completed.]
Schlüsselwörter (Keywords)
WH Smith, retail strategy, UK retail industry, competitive analysis, positioning strategy, marketing mix, internal capabilities, external environment, strategic recommendations, business expansion.
WH Smith Case Study: Frequently Asked Questions (FAQ)
What is the purpose of this document?
This document provides a comprehensive preview of a case study analyzing WH Smith's retail strategy in the UK. It includes the table of contents, objectives, key themes, chapter summaries, and keywords. The analysis examines WH Smith's internal capabilities, external environment, positioning strategy, and offers recommendations for improvement.
What topics are covered in the case study?
The case study covers various aspects of WH Smith's business, including: analysis of its internal strengths and weaknesses; assessment of the competitive landscape and external factors; evaluation of its positioning strategy (segmentation, targeting, marketing mix); identification of areas for strategic improvement; and an overview of its historical development and current market position. Specific attention is given to the company's expansion plans, including the planned opening of six stores at the Delphi airport in 2010.
What is the structure of the case study?
The case study is structured into six chapters: An introduction setting the context of the UK retail industry and outlining WH Smith's history and future plans; an analysis of WH Smith's internal capabilities; an analysis of WH Smith's external environment; an evaluation of WH Smith's positioning strategy (including segmentation, targeting, and marketing mix); recommendations for improving WH Smith's strategy; and a conclusion.
What is the characterization of the UK retail industry in the introduction?
The introduction characterizes the UK retail industry as mature, oligopolistic, and characterized by overcapacity and price-driven marketing.
What are the key themes of the case study?
Key themes include: WH Smith's internal capabilities and weaknesses; the competitive landscape and external opportunities and threats; WH Smith's positioning strategy (including segmentation, targeting, and marketing mix); and strategic recommendations for improvement. The case study also touches upon WH Smith's historical development and its current market position in the context of its expansion plans.
What are the chapter summaries?
Detailed summaries for chapters 2, 3, 4, and 5 are not provided because the full text of these chapters is missing from the preview. Chapter 1 introduces the UK retail industry, WH Smith's history, geographic scope, and future expansion plans, and outlines the structure of the paper.
What are the keywords associated with this case study?
Keywords include: WH Smith, retail strategy, UK retail industry, competitive analysis, positioning strategy, marketing mix, internal capabilities, external environment, strategic recommendations, and business expansion.
- Quote paper
- Robert Stolt (Author), 2010, Analysis of WH Smith's Retailing Strategy, Munich, GRIN Verlag, https://www.grin.com/document/145272
