Essays on Marketing Strategies for the John Lewis Partnership Case Study

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The paper "Marketing Strategies for the John Lewis Partnership " is a good example of a marketing case study.   John Lewis Partnership plc is an outstanding company in the fact that it is not only owned by staff but it is also managed by staff. The staff is known as partners. In the United Kingdom, this partnership is the largest department store. The store comprises of a network of supermarkets and shops stretching from Aberdeen to Cornwall. Instead of ownership, John Lewis's partnership constitutes 91,000 permanent workers all of whom are partners and share profits.

Since every partner is an employee, the customer is a valuable asset to the organization and its future. Although the company was first owned by Mr. Lewis, the son John Spedan Lewis turned it into a partnership when all employees were turned, partners. This early profit-sharing idea gives the company a fascinating history and the uniquely innovative, multichannel co-owned business. The partnership in John Lewis Company comprises of two main departments which are John Lewis and Waitrose. While Waitrose is a food-oriented unit, John Lewis unit is a retail unit for branded products from renowned suppliers.

The discussion in this paper focuses on John Lewis's unit in terms of its objectives, position within a competition, resources, categorization, a business strategy used, and the main strengths and weaknesses. John Lewis Unit Long-term objectives For John Lewis Unit, the belief is that the customer is boss. In this regard, the unit operates under the objective of ensuring that every customer is entitled to equal high-level services. Additionally, each customer is entitled to products that are made from ingredients of high integrity and safety.

This way, the customer is guaranteed of product safety. Besides using safe ingredients, the John Lewis Unit ensures that each product under the company’ s brand is complacent with the relevant safety and consumer legislation standards. In addition, John Lewis unit guarantees its customers of style which serves both in differentiating the company’ s products from the competition and offering a guarantee for value. Finally, all goods have to be presented to the customer through a multichannel supply approach to all the units’ shops, call centers, online shopping, and home delivery. Position within Competition According to Barrow, the John Lewis Department Store has been at the top in Britain’ s retail market for ten times in the last 15 years.

The unit comprises of 41 stores throughout the UK with an annual sales of about £ 4billion a year. Barrow reveals that behind the John Lewis brand was a huge market share of loyal customers who formed part of the company’ s devoted shoppers. During this year, the company was awarded Britain’ s best retailer prize in its annual competition. This first position came with the company’ s commitment to consistently offer its customers a wide range of products trust and inspiration while ensuring that they have access to the latest product trends and advice.

John Lewis's top position places it ahead of Marks & Spencer or M& S which despite owning more stores and having more shoppers does not match Lewis's mobile and online shopping routes. For 2013, the company’ s high sales were credited to the company’ s strong and efficient marketing campaigns during Christmas. For instance, the company used ‘ the bear and the hare cartoon’ whose YouTube sensation got more than 12.4million views.

Further, the company’ s competitive edge is also a result of partners who despite numerous changes in the organization have focused on increasing the business’ market share thereby ensuring business continued development.

References

List

Barrow, B., 2014. John Lewis is top shop again: Department store named Britain's best retailer for tenth time in past 15 years. [Online]

Available at: http://www.dailymail.co.uk/news/article-2611789/John-Lewis-shop-Department-store-named-Britains-best-retailer-tenth-time-past-15-years.html

[Accessed 25 April 2014].

Company Check, 2014. John Lewis Plc. [Online]

Available at: http://companycheck.co.uk/company/00233462

[Accessed 25 April 2014].

John Lewis Partnerships, 2014. John Lewis Products and services. [Online]

Available at: http://www.johnlewispartnership.co.uk/about/john-lewis/products-and-services.html

[Accessed 25 April 2014].

John Lewis, 2013. Never Knowingly Undersold on quality, on price, on service. [Online]

[Accessed 25 April 2014].

Wood, Z., 2014. John Lewis overtakes Marks & Spencer as darling of the high street. [Online]

Available at: http://www.theguardian.com/business/2014/mar/06/john-lewis-overtakes-marks-spencer-high-street

[Accessed 25 April 2014].

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