Marketing Plan for a Brand in Trouble Assignment

Marketing Plan for a Brand in Trouble - Assignment compositors caseFW Woolworths UK subsidiary (Woolworths Ltd.) and B&Q were bought both forms later by Paternoster, who are now known as Kingfisher PLC and are still B&Qs parent company. Since being bought out by Kingfisher, employees of B&Q corroborate enjoyed a 20% discount on all proceedss. Mid 1990s saw B&Q open a late format of store known as the B&Q Depot. This was a forerunner of a new frame of store known as the B&Q Warehouse. Beckton, Enfield and Romford were amongst the first of the new Warehouse class stores to open (United commonwealth Case Study B&Q Direct, 2003).In the late 1990s, B&Q became active in the rest of europium and the rest of the world. It co-operated in 1995 with parent company Kingfisher PLC to open its first overseas subsidiary in Taiwan, and in 1996 the first overseas large home improvement center in Taoyuan City, Taiwan. In 1998, it acquired NOMI, Polands leading cooking stove of DIY stores. Lat er that year, B&Q merged with Frances Castorama. In 1999 B&Q opened a store in Shanghai, mainland China and acquired the British hardware mail-order company, Screwfix. By the year 2000, B&Q had fifty of its larger Warehouse stores. This had doubled by 2003. B&Qs Directs online transactional website, www.DIY.com, was launched in January 2001. By March 2003, it had become one of the largest stores in B&Q and its continued fast growth will soon make it the biggest store in the group. The site sells a range of 14,000 products and is already the number one store for many heavy and bulky items and many other smaller product ranges (United region Case Study B&Q Direct, 2003).As well as generating considerable revenues of its own, DIY.com is part of a wider, multi-channel retail strategy that includes call centres and catalogues. All channels feed each other. For instance, 10% of those that shop in-store have researched their purchases online. A critical component in the overall success o f DIY.com and the B&Q Direct call centres is their skill to process credit and debit cards efficiently and to restrict the level of card fraud. In family 2002, B&Q Direct appointed DataCash, a leading UK-based provider of outsourced payment processing and fraud measure solutions, to handle the credit and debit card processing for both DIY.com and all its call centres (U.K. Retail gross revenue Plunge Most in at Least 10 Years Update3, 2006). Before DataCash was appointed, B&Q had utilize a software solution provided by a US-based company to handle its card processing. B&Q had two key issues with this solution, one technical and one business, which led them to look for a new supplier (United Kingdom Case Study B&Q Direct, 2003).Based on the discussion, MarketVVizards Market Thoughts (2005), European economies U.K. retail sales hit it up most in 10 Years. Shares of companies including Plc and Kingfisher Plc declined in London after the British Retail Consortium verbalize sales in stores open at least a year dropped 4.7 percent from a year ago, the biggest decline since comparable figures began in 1995. Domestic demand is clearly slowing a lot quick than was anticipated even a month ago, said Peter Dixon, an economist at Commerzbank AG in London. After an unprecedented run of strength its time for consumers to stop, regroup, and think about getting their finances plunk for in order. British factory production