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Название OPERATION MANAGEMENT
Количество страниц 35
ВУЗ KINGSTON UNIVERSITY BUSINESS SCHOOL
Год сдачи 2010
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Содержание CONTENTS
EXECUTIVE SUMMARY 4
1. Introduction 6
1.1. Company’s overview 6
1.2. External Environment 6
1.3. Internal Environment 9
1.4. Company’s strategy and performance objectives 10
2.1. Marketing aspects 11
2.2. Statement and analysis of problems 13
3.1. Proposed solution 18
3.2. Recomendations 24
3.3. Implementation plan 24
Critical analysis of recomendations 28
4.1. Risks and implementation problems 26
4.2. Alternative solutions 26
4.3. Conclusions 28
BIBLIOGRAPHY 29
APPENDIX 30



EXECUTIVE SUMMARY

This report is prepared by management of Retail Department of company INCITY and contains the analysis of operation issues within organizations and recommendations for actions which will lead to improvement in company’s activity efficiency.
The company works in the fashion business in mass-market segment.
The report analyses the company’s position from the point of view of external and internal environment, company’s strategy and objectives.

The main activities that create customer value are demonstrated by adapted Transformation Process model.
With the help of the analysis conducted by NIELSEN Group the problems in the sphere of retail are focused on by implementation of House of Quality Matrix.

Therefore the goals and activities of retail merchandising are considered in more detailed way.
Weakest points of retail merchandising management in INCITY are demonstrated by implementation of Cause and Effect diagram.
On the basis of the conducted analysis the proposed solutions were made and recommendations for improvement were given.

Recommendations:
 To create the resource base to implement the project successfully
 Purchase of functional and quality equipment
 Activities on optimization of staff
 The implementation of IT systems meeting the demands of retail
 Structuring and creating the database of document flow
 Optimization of trade stock ( warehouse management)
 Implementation of visual merchandising rules


Implementation plan is also suggested.
The analysis of the implementation risks leads to the necessity of considering an alternative solution of the main tasks.

Such a solution is a partial transition of the retail to discount centers. But this solution has essential implementation disadvantages.

It’s possible to conclude that the benefits of proposals and implementation of recommended plan can be:
Tangible
o Reduction in operational costs – 15%.
o Increase profits in average – 15%.
o Expansion of the client base – 12%.
Intangible
• To increase competitiveness in the market
• Support of brand image
• Brand image advertising
• Optimization of company structure
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