Group Members:-

1. Danyal Oshaid

Strategic Management 2. Humna Amir

3. Sanjana Dawani
 Introduction
 Debenhams is one of the leading corporation of clothing, home accessories
and cosmetics of UK. It has more than 140 stores across UK and 45 stores
across Europe, Asia and middle east.
 It was founded in1813, the company started out as a small enterprise and
has now emerged into a multinational Corporation.
 It came to Pakistan in 2012
 It does not only have normal western clothing but also designers one such
as Jullien McDonalds, Jaspan Conran, John Rocha, and methew Williamson
and so on.
 Problems that are identified
 Lack of market research, the extreme western clothing that leads its downfall.
 No consumer awareness
 No promotions, discount offers and advertising.
 Lacks of understanding of culture.
 As they have so much branches across the world therefore the employees and
sales managers has a low pay Scale especially in Asian countries.
 No incentives, compensations and rewards.
 According to the sale manager; a lot of people promoted when they don’t have
a clue what they are doing, skilled staff are not rewarded, the deputy heads
expect more from you to perform above your role without rewarding you.
 Redundancy on clothing
 Online product has a discrepancy
 Strategies
 Social media marketing
 Understand the country’s culture
 Content marketing
 Innovating by hiring new designers
 Proper rewards and incentives to employees and managers.
 Managing and monitoring hierarchy structure
 Taylor Messaging
 Targeting Strategies
Company Growth & Creating Value for Customers
(Before Downfall)

 Innovation and culture

 Developing and managing brands
 Serving customers
 Creating inspiring place to shop
 Leveraging partnership
 Company Growth & Creating Value for
Customers
(After Downfall )

 Declining sales
 Too many stores
 Too much rent expenses
 Threats from online rivals
 Brief Introduction about
Debenhams outlets
 Excess of £2bn
 120 stores in the UK and other 45 stores all over the world.
 Located in the world (stores)
 In UK Debenhams have top 4 market share in men's and women's wear and
top 10 market share in children's wear.
 Investing in different British design like Julien McDonald, Ted Baker, Henry
Holland and few others.
 Online available in 70 countries and in 2012 awarded “MULTINATIONAL
RETAILER OF THE YEAR” at the Oracle Retail Week Awards
 Shutdown Outlets
 Shutdown 50 stores all over the world
 4000 job Risk
 Currently stores 165 and employee 27,000 in overall world
 Lost of £491.5m against profit of £59m the year before
 The main reason why 50 stores shutdown because the chain was plunged
into loss by £512.4m down.
 BCG Matrix

Clothing
Does not exist Furniture

Does not exist Cosmetics

 SWOT Analysis
• Debenhams has high brand equity in fashion
World.
• Store spread in UK, Ireland, Denmark with 150
Stores and presence along in 20 countries.
• Product and services like Fashion clothing,
shoes, accessories, cosmetics, home and
furniture, electricals, gifts, toys.
• Franchise model would help
Debenhams spread to make global
presence.
• High opportunity to spread in
European territories.
• The market share is low
• Has not tapped all types of customer
segments.
• Has limited global geographic
presence
• High competition from domestic
players in fashion industry such as
ChenOne, Sana Safinaz and other
local retailers.
• High brand awareness and choice for
specific products could lead to brand
switching.
 Marketing Mix

 Product
 Price
 Place
 Promotion
PESTEL Analysis
Organizational Structure should be
What should be the hierarchy
within the outlet
EPS Chart
 Marketing Channel

 Facebook

 Twitter

 Instagram
 Competitors
 Clothing's:
 Mango
 Orange
 Yellow
 Mark and Spencer
 Cosmetics:
 Huda Beauty
 Nyx
 Urban Decay
 Too Faced
 Recommendations

 Increase sales opportunities

 Provide training for staff
 Get out of the store
 Lower expenses
 Increase marketing