The paper “ Retail Marketing Performance Improvement Strategies for Kmart Australia and Similar National Stores” is a potent variant of assignment on marketing. Australia is a country in the Southern Hemisphere of the world's map, south of Southeast Asia, and dividing the two major oceans of the world that is the Indian and the South Pacific Oceans. The current population of Australia is 21.7 million with approximately 60% of the population is concentrated in and around the mainland state capitals of Melbourne, Sydney, Perth, Brisbane, Darwin, and Adelaide. The country has a diverse range of retail enterprises similar in complexity than that of Great Britain or the United States of America has both multinational and national retail stores, supermarkets and sales centers for household and food items relating to the grocery and other items of daily consumption.
Australian- owned national retailers exist throughout the country but are considerably outnumbered by the small retailer centers (Bates, 1989)(1). A small business retailer is a center where the number of employees is fewer than twenty; these centers are about ninety-five percent of the total retail business, sharing thirty-eight percent of the total retail income in the year 1998 -1999.
During the same period, large businesses that are employing more than two hundred people completed the business of less than one percent of the total retail business and generated 41% of the total retail income in the country. The remaining 21% of the income and 4% of the retail business were executed by medium-sized businesses with 21-200 employs. The major retail businesses are mainly comprised of department stores and supermarkets which contribute 99.6 % of the total income of the retail business.
The total number of retail businesses was 98,289 in the year 1991-92 which had generated the U. S $ 90 billion in revenue and the trend is gradually increasing with an annual growth rate of approximately 5%. The country has the presence of international superstores like that of Aldi, Woolworth limited and Coles who are contributing in the economic development of Australia through their retail businesses in addition, the national stores like Kmart Australia and similar other stores are functioning through the offer of their services in the retail sector(Solano et al, 1993)(2).
These stores of first-tier and second-tier are working with the adoption of their respective managerial and retail strategies for the delivery of their businesses as to suite to their respective missions and to make profits with the execution of the businesses along with the satisfaction of the Australian consumers' community. These all stores are also observing the national as well as international obligations and legal codes so as to perform their businesses in accordance with the approved legal procedures and mechanisms relating to the retail businesses through the superstores and retail centers.
It is expected that in the coming years the retail businesses as being performed through the large superstore that is of first-tier category and small retail centers that is of a second-tier category will flourish as on competitive and fair businesses practices for making the profits in favor of the stores and quality products for the customers as on economical basis.
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