Marketing is the process of strategising on selling a large volume to meet the demand and increase sales. Many businesses in a market have to develop an approach to make an improving sales pattern. This will result into increased revenues from the business. In the end, the business will benefit highly from an increase in profits. David Jones decided to increase his selling capacity. The business had several options to follow in order to attain a high volume of sales. However, he had no choice but to choose the best among the options for the business to realise its objective. Since the business had several competitors, it had to employ a unique business model.
Since the landlords had delayed their opening of two new stores, the company opted to change its entry strategy into the market. In their decisions, they decided to refurbish their stores. This was aimed at improving the pre-existing stores to make them modern. The initiative to refurbish stores was to ensure the market had access to better services from the company. In the refurbishing, the company had improved the new look of the stores. The stores were more decent and up-to-date. This was an appealing approach to customers as they were compelled to like the products of the company.
In refurbishing the stores, the company increased the amount of space available, thereby increasing its capacity. This would lead to higher sales in comparison to previous ones. Refurbishing the stores was an initiative designed to increase shopping space, which had all along been little. With this increase, there would be available space to accommodate more shoppers than the company previously had. Since the shoppers will have more time in the store, the sales are likely to increase with time. In actual sense, an increase in selling space was an initiative that would counter the opening of new stores by the company.
It has been argued in the past that retailing is in the theatre of the mind. An atmosphere that is conducive to business is the best atmosphere for success. For instance, customers are appealed by stores that have a compelling atmosphere. The customers are compelled to buy more goods and request for services when in an encouraging atmosphere. With such an approach, David Jones decided to initiate the same to the business with the aim of attracting customers. Therefore, it is evident that refurbishing the stores was an initiative that would attract a large number of customers.
David Jones decided to take a price-conscious approach to business as another marketing strategy. Customers in a market always have a soft spot for the pricing of goods and services. As such, customers demand goods and products with a slightly affordable rate.
Goods and products that have an affordable pricing are highly sort after in the market. In many occasions, businesses use the scalping technique to accrue substantial profits. Scalping is where a business garners low profits on a large sales volume. For instance, David Jones discovered that customers compare prices in the market. Since their pricing is low, they will definitely attract a large customer base. In essence, a business that is price conscious is at a helm of attracting a larger market share.
David Jones developed an initiative where customers would get value for their money in the products. The customers are appealed to the goods and services of a company from the quality and quantity offered. Therefore, a business that offers high quality products will benefit from this approach. When most customers discover the quality of a good or service, they will be compelled to make a constant demand for them.
As such, the business will have a constant niche market that demands for the products of the company. The company is, therefore, justified in increasing the value of its goods and services. However, the company has to ensure there is a slight change in the pricing. In many cases, such techniques come with no change in pricing. The pricing of the commodity remains stable while there is a change in the quality.
Scorptec initiated the same strategy in their marketing. The store decided to create a big room for a display of their products. The business has a large store that is used as a display for all their products. During shopping, customers have a clear view of all products offered by the company. With such a display, the customers have a variety of products to make their choice. The choice for a single product will be due to the display of a range of products.
A customer only chooses a product as it is singled out from the rest. Customers are also given discretion to ensure the functionality of the product is apt. This has helped the store in gaining success in the market. In conclusion, using a greater display space is a positive initiative. It guarantees an increase in sales as many customers are appealed by the sight of the products.