The sales division
The hire branch
Gardening becomes hugely popular in the last decade, and this trend will continue. According to Key Note (2014), over the next 5 years, a considerable growth of 3.3% in the garden market will be estimated, particularly in lawnmowers and powered garden tools and equipment. The trend boomed include many reasons such as economy, lifestyle, and environmental awareness. The economy situation is recovered that means the ability of affordable will improve. Followed by, gardening became a fashion style for leisure and family activity. Finally, larger consumers are looking for green and eco-friendly products and partly growth fruits and vegetables by themselves. However, with the limited market place, one unprecedented challenge is raising competitors from DIY retailers, national garden centers and supermarkets. Therefore, businesses have to be satisfied customers and adapt quickly if demand, tastes and market situation changes. Dobbies garden center as one of the UK leader garden center businesses experts a fascinating history for over 145 years, which has operates 35 stores and restaurants but still has similar threats. The purpose of this report is firstly identifying Dobbies garden center competitive priorities meet the customers’ requirements in different departments such as sale, café and hire branch. Secondly, using time-series technique forecasting customer demand, to organize and manage its resources best to deliver to its customers will be evaluated. After this, as an expend population and environmental movement, the effects related to Dobbies garden center will be discussed. Finally, some decisions and management techniques that might be useful to the company will also recommend.
2.1. Competitive Priority
Competitive priorities are the dimensions that a firm’s supply chain or production system must possess to satisfy internal or external customers (Krajewski, 2010). The key drivers of competitive capabilities are cost, quality, time and flexibility dimensions, which could develop and maintain the position of a firm in marketplace and achieve high profitability (Awwad et al., 2013). Companies compete in the marketplace may cover one or more competitive capabilities but each dimension is multi-facetted, so no manufacturing operations could do all things well (Hayes and Wheelwright, 1984). 2.2. The sales division
Customers rank the most important reasons for visiting garden center are quality, cost, flexibility. Comparing to other garden center such as Wyevale, on-time delivery and variety are Dobbies’s competitive priorities. Dobbies assume their plants have best quality and they offer 5 years hardy nursery stock guarantee, if the plants fail to grow, for any reason they can be replaced free of charge (Dobbies, 2014). It sounds really attractive, but unfortunately Dobbies not the only garden center has this kind of promise, most of other companies like Wyevale, Potter and Rest and David Austin Roses also do. In terms of cost, as the table 1 shows, the average price of garden spade in Dobbies is the highest £31.49, however, the lowest price is£7.98 which only 1/4 of it (Ethical consumer, 2008). Due to the limit sources hard to analyze which company’s cost is higher but probability is Dobbies, if not it might be cut down the price to attract more customers.
Wyevale and Dobbiles all have online shop but after an order placed online, Wyevale need 7-14 days to reach consumer’s delivery address but Dobbies only need within 2-3 working days to UK mainland address, which is very comparable. The standard delivery for Wyevale will charge £7.99 and there is no special discount for large-scale...
References: Awwad, A. S., Al Khattab, A. A., & Anchor, J. R. (2013). Competitive Priorities and Competitive Advantage in Jordanian Manufacturing. Journal of Service Science and Management, 6(01), 69-79.
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