ArgosHow Does Argos Market Itself So As To Differentiate The Company From Others Competitors Measure, Market Share? IntroductionArgos is one of the UK's top general goods retailer with sales of over £3.3 billion (The Times 100.co. uk). Currently in business, any company tries to attract consumers and make their business stand out from rivals by making it unique. In this essay the history and development of the Argos Company will be examined as well as consideration of the key points of change in this company with analyses how successful the company has been in terms of staff retention.
In addition, the paper will explore promotion techniques that differentiate it from other competitors and its marketing share. History and development of ArgosEstablished in 1973, Argos is an exclusive catalogue retailer well known for value, choice and convenience. It deals in general products and merchandise for the home from more than seven hundred stores in the Republic of Ireland and throughout the United Kingdom, over the telephone and online. Its uniqueness is derived from the fact that it can display its goods to the customers using the catalogue. Richard Tompkins, who had initially established the Green Shield Stamps in the United Kingdom, founded the Argos Company.
During his holiday in Argos, a Greek city, he invented the idea that customers could buy goods from his Green Shield Gift House suing cash instead of using saving stamps. He then renamed his Green Shield Stamps catalogue shops and called it Argos in July 1973. The company was then acquired by BAT industries for a deal of 32 million pounds in 1979. In 1990, the company was detached from BAT industries and listed in the London Stock Exchange.
GUS plc then purchased it in 1998 and became part of Home Retail Group that was detached from GUS plc, its parent company, in October 2006. The company has now been re-branded with a re-launch of its main shopping website, career website and new shopping catalogue. Today, Argos is the legal owner of various brands that feature on a significant number of products within the catalogue such as Mega Games, Pro Action, Opticom, Grosvenor, Beanstalk, Cookworks, Aquarius, Visiq, Mikomi, Steamworks and Challenge.
It incorporated the Alba, Chad Valley and Bush brands in 2009.Key points of changeWhen companies are planning to manage change, there are various key principles that need to be kept in mind. Argos, a general goods retailer in the United Kingdom has taken various measures to ensure that, it changes for the better at the same time remaining competitive in the market (David, 2007, p 24). One of the key points of change for Argos is customer service. Argos acknowledges that, offering exceptional customer service is a rewarding, yet a challenging action within a company.
Good customer service results to increased revenues, increased customer satisfaction, increased profits and reduced staff turnover. Among major retailers in the United Kingdom, Argos is considered as unique due to its broad means of demonstrating products to clientele through catalogue. During purchase, consumers just browse through the catalogue, choose the goods to purchase, make payment, and have their goods transported to their homes. Customer service is a strategy for managing an organization’s interaction with clients, customers and sales prospects.