The Heath and Heather Department Stores (Case Analysis) Essay

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The Heath and Heather Department Stores (Case Analysis)

Key Background Information

Heath and Heather Department Stores is one of the major department stores in Dublin having been incorporated in 1905. Dublin city is said to be one of the top ten richest in the world, which has attracted a number of companies from various industries to invest in/or evoke an active/thriving commerce environment in Dublin. Evidence of a display of middle through to wealthy income classes can be witnessed/ seen in the city of Dublin. Nevertheless, the Global recession has resulted in an inevitable decline in spending and as such, people are searching for value for their money. Insomuch, consumers prefer to shop in a central location that caters to their …show more content…
We therefore propose that extensive planning would have assisted in H and H ability to identify and analyze the market’s size, needs and their competition, along with the different demographics at each store location. This was reflected in the decreasing operating income since 2009 and loss in 2012.

Financial Statements for Heath and Heather Department Stores (2009-2012)

Period Ending 01/2012 01/2011 01/2010 01/2009
Income Statement
Operating Sales (Revenue/Sales) $113,260,000.00 $117,759,000.00 $125,556,000.00 $129,486,000.00
Cost of Sales $97,042,000.00 $100,898,000.00 $106,722,000.00 $109,416,000.00
Depreciation $5,251,000.00 $5,617,000.00 $5,747,000.00 $5,336,000.00 Selling, Gen. & Admin Expense $11,412,000.00 $10,799,000.00 $10,646,000 $11,571,000.00 Operating Income ($445,000.00) $257,000 $2,441,000.00 $3,163,000.00

Satellite Problems

The marketing plan and analysis were not strong: • Opportunities and threats within the environment were not efficiently identified.
• Did not identify the economic, social, political, demographic, cultural and technological trends that impacted their ability to serve customers effectively and on the ability to increase market share and profitability.
• Incomplete assessment of industry profitability, expected market growth rates.
• Determining whether the company has the capability to capitalize on marketing
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