Analysis Of Kingfisher

Table of Contents

EXECUTIVE SUMMARY 4

PROFILE OF THE ORGANISATION & CURRENT STRATEGIES 5

INTERNAL ANALYSIS 8

EXTERNAL ANALYSIS 13

RECOMMENDATIONS 19

BIBLIOGRAPHY 22

Executive summary
Kingfisher is the biggest DIY group. It aims to analyse both internal and external factors affecting Kingfisher’s, current and alternative strategies. While finally making recommendations for the future.
The organisation’s success is influenced by factors operating in its internal and external environment. The organisation can increase its success by adopting strategies which manipulate factors to its advantage. A successful organisation will not only understand existing factor but will forecst how factors may change and plan how to take advantage to the changes.
Kingfisher’s is a strong brand portfolio, its Britain’s DIY supermarket and it has 995 stores and employs 78,000 people . The company faces issues with building down due to the problem with the recession.
Kingfisher focuses on selling and manufacturing a wide range of DIY products, it aims to be a DIY specialist & construction in houses this gives Kingfisher’s differentiation against other competitors.
However as both their sale for December 2013 which was as its lowest since 2005 share prices have recently fell Kingfisher’s need to make changes to their current strategy.

PROFILE OF THE ORGANISATION & CURRENT STRATEGIES

Kingfisher Plc is a home improvement retailer company which operates across 995 stores in eight countries in Europe and Asia. The company was founded after a buyout of British Woolworth supermarket chain by Paternoster stores Ltd in 1982. Kingfisher expanded its business through organic growth by a series of mergers and acquisitio...

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...iversifying there business so they don’t have to depend on just on DIY. This would allow them expand there business in China by diverfying to a specific market segment.

Conclusion:
Even though that there are issues with building and DIY, Kingfisher have already expanded into China. They should think about diverfiying into a specific market segment in China to ensure that they continue to grow of the business. As China is a growing market compared to Europe where they are situated. Kingfisher should focus on its consumers of the company as in this environment with focus on the importance of consumers satitication would be a key for them to gain consumers. While shareholder value is the most important to the company, they should focus on the staff training improving the significance of the customer.

Bibliography