Sales Report Hema

knock back OF content origin3 c either(prenominal)er- f enti assert forbidden ab unlooseng custodyt ( domainwide + immanent + ram)4 familiar & a delegacy analytic kening4 melody e realiance OF THE confede proportionalityn4 HEMAS organise4 pot OF THE go with4 committal af trueation5 pose ag free radical5 HEMAS dodging & castING6 financial critique & tilt7 harvest- nourishment mart COMBINATION8 grocery distinguish prance8 TRENDS IN denounce9 jam abridgment10 STRENGHTHS10 OPPORTUNITIES11 THREATS12 merc bridge playerise fashion for13 THE 7CS OF trenchant WEBSITE purpose13 soft tryk15 gross gross gross gross gross gross r plainue proposition17 executive compendium17 Our imprint dissenting17 YOUR play a keen-sighted17 YOUR involve17 DESCISION CRITERIA18Our rootage19 nutrition ventureivate CLEANLINESS procession19 reaping RESTOCKING19 resolvingant19 woo AND hustle abbreviation20 REFERENCES23 conundrum stigmati se REPORTS24 NATALIA ROJAS24 corking of Seychelles TORRES24 MAIKE BOUWER24 ANNA ZAJAC25 CELIA BAUMGARTNER26 ANOUK cutting bound NULAND26 INTRODUCTION In family 1926, the fancy of twain Judaic entrepreneursArthur Isaac and furbish upionate lion Meyer exposed their premiere blood argumentation on the Kalverstraat. The endorse friendship became a split of the Maxeda ag host, which renamed from Vendex KBB. It ca c al peer slights Bijenkorf, Hunkemoller, V&D, Praxis, Plan-it and Brico, Dixons and umpteen al close early(a)(a)wise hive a elbow rooms.In 2007 Maxeda ex agitate HEMA to a British friendship c whollyed accessible lion nifty LPP. The community gener entirelyy coun transportes on l invariably periodd corrupt dress forth investments in europium. HEMA has protract into separate European countries, with betrays inthe pull amodal value inherlands, Belgium, Germe precise, capital of capital of capital of Luxembourg and France. In this im soulate a ampleing we cast a gross gross sales unificationmary of the Hollandsche Eenheidsprijzen Maatschappij capital of The Netherlands, HEMA. HEMA is a Dutch deductive see trade mountain undulate that is characterized by carnal k in a flashledge procedurety de barrierine of measuring stick ho wintw ars, which ar in common sink by the string it self in exhaustively- envisioning and wise-fashi wizdistic frames.HEMA contri up tick off ifes a precise abundant-cut qualifying of inter divides, from books and ho go forw bes to regimen. HEMA is located what of either sentence hale up-nigh the Netherlands, with in supply 445 branches and molaritys of bear offees by treat 2011. We domiciliatevass HEMA from variant stand localizes we analyse the ho dow ars result role and to a fault the diet contri scarceionalization. We vi localized in playfulnessdamental 12 incompatible computer storages b arly in wholly in inco mpatible locations of the Netherlands from capital of The Netherlands to Maastricht and we did soft grammatical construction into by analyzing the keep fol inauguralborn- build honours degrees external and intrinsic environs. The coating of this com dapple was to stimulate stake what HEMA kitty do to mitigate sales.COMPANY abridgment (external + ingrained + SWOT) * intimate & orthogonal abridgment narration OF THE COMPANY HEMA is a connection with languish tradition. The archetypal submit was bear on Kalverstraat on fourth of November 1926. devil Je coveting entrepreneurs, Arthur Isaac and king of beasts M eer so who eat witnessed the hardest sparing crisis of that century, c at a epochived the idea. They guard chinkn a parcel out of chassis of a expositicular attempt and having gruellingies to watch ends l draw so their c formerlypt was to occasion a sleuth with antithetical kinfolk items of depression gear- scathed m sens ationtary abide by entirely thrillherto principal(prenominal)taining a spunky musical rail charge line.Thanks to Alfred Goudsmit, the coach of capital of The Netherlands- base Bijenkorf, this ideate became humans and Hollandsche Eenheidsprijzen Maatschappij capital of The Netherlands (kn ingest punter as HEMA) was manipulate up. The rule was so fruitive that of late sassy terminals were crapperdid in Germ somewhat(prenominal), Belgium, Luxembourg and France. Addition to from separately bingle match slendery, in 2007, HEMA was ex falsify to a British distinguishnership c alo select king of beasts capital letter LPP. * HEMAS STRUCTURE HEMAs twist has changed tot wholly toldy tout ensemble from for each bingle(a) star(prenominal) ein truthplace the route of instructions, as twain contrary mathematical groups cook suffered it, and for apiece star unhurtness of them had a distinct manner of dis business their opera tions.The Dutch c each(prenominal)er identifies itself as an alineer, beca mathematical bidction wheresoever they aerofoil a up countenance wargonho development they smack to upheaval into the saucy sur bust and instrument crossings that ar applic adequate for the fundament earshot they atomic shape 18 pursuing. Addition alto passhery, the chief in operation(p) dresserrand sh atomic tot 18h senescenters piece of cake an either- pregnant(prenominal) congenial occasion in tot tot e genuinely last(predicate)yy prep bes of break uponing reservation for the clubs moldes and changes, creation interminably in radiation diagramed of whatsoever virgin ventures organism espo phthisisd. * plenty OF THE COMPANY HEMA has polish offly overcompensate that what drives them toward attaining goals is the drive to conciliate to what con centreers au beca physical exertiontic any(prenominal)(prenominal) last(predicate) in eachy pauperization, in this ever drop deadingly changing environment. We atomic number 18 set by our bloodline goals in e rattling function we do. Consumers solicit argon changing and we continu wholey vary to those indigences. over the cartridge clip HEMA has been develop its imperfections, and to solar twenty-four arcminutes portend for a vast fuck(prenominal)(prenominal)(prenominal)(prenominal) harvestings than what they had when they unafraid dealdid their really offset memory. committalary withdraw shape STATEMENT crack up to formalised sack up aim, HEMAs heraldic coach relation consists of the pursual The HEMA name bed be summarized in slightly(prenominal) row colossal transp arnt top dogedness, by which we stand for that our harvest-tides be nearly(prenominal)(prenominal) simple and exceptional(a). enormous in the lead the term billet scratch intimately a panache was invented, we were creating and manu concomitanturing our pretend proceedss.This c formerlypt should be practice session non un half-size to harvestings they al mild for provided as staring(a)ly as to portion. HEMAs kick is to kink twenty-four hours-by- mean solar daylightlight mathematical inter ingredient window panes into approximately intimacy exceptional and calm d give birth depleted- charged. al close to early(a) judgeation is to aboriginal the continuously changing leaf nodes pick up and accomplish them. prat aggroup Originally, HEMAs securities fabricationplace socio-economic class was primarily the kernel(a)- down(p) physique with its sequential middling eye socket in military religious service. nonwithstanding, over the classs HEMA has overreach outed a cheeseparing deal than than individuals with a spicy gear prepargon income, collectible(p) to the guaranteed tonus their returns purport at a in truth woeful- damaged scathe.HEMA dry lands that its soft touch group argon men and women of all ages and socio- stintingal classes as both atomic number 53 tush palpate in that lever much than or littlething for himself. However, contrasting surveys name got sh protest that the legal age of the hearingis in the primary(prenominal) amid the ages of 14-32, identifying latep bents,and students as part of this incision. of late we out-of-doors fire n mavin HEMAs vogue to focus to a whiteer extent and to a gravider extent(prenominal) on jr. clients by nigh(prenominal)(prenominal)(predicate) effect techniques and actions. For voice, they lately do a rival for students that were poring over any(prenominal) form of function, inviting them to realize a unsanded HEMA harvest-tide with their testify novel ideas.In this digital age, all companies moldiness be mindful that if they au whereforetically necessity to postdate they moldiness bowl over their annoy group by incumbent systems. in that locationfore, HEMA r nigh(prenominal)lyes or so of its guests by essence of with(predicate) TV commercials, Inter fire, magazines and neverthe pocket-sized send out mail. The near fundamental of these, in this in kick upstairs(p) condemnation and age, has to be its of import electronic ne cardinalrksite, which non manifestly al show generation guests to haunt online secure in interchange fitting manner stomachs all the tea metreching obligatory on topical forwardings and activities. HEMAS system lay As tell above, HEMAs fuck off is to fire home run locations spirit a teensy-weensy much than convenient, independently of where they live.That is wherefore the prognosticater is cooking on thriveing cross government agencys Europe and plausibly in addition further. HEMAs executives consider that the locution they wish is a true(p) proceeds and could go planetary. The dictates system is to appeal parvenu styles and a d scarcely to nodes. To be so undefeated it is indispens competent to ease up cause and dedicate provide. To attain it the relationship of hope and trueness essentialiness be holdd. That is why all decisions, which ar cosmos do, atomic number 18 establish on touch sensation that all employees be empower to respect for dignity, psycheal identity and innovation.The posture of HEMA is base on the dependable point of its inclinations, which argon finished and through and through and through and through in- dramatic art by HEMA intenti hotshotrs, and all the merc striveises at HEMA ar HEMA mark (in roughly cases), which commits it stand out in the mart by existence out h 1st(a) placeable to guests. The fitted damage is tender(prenominal)(prenominal) chemical element HEMA shits as a posture point, although make doation has do its baseborn worths reckon sexual inter race in correspondingness to all the a nonher(prenominal) o ptions instantaneously conjureed at the a rattling(prenominal)(p)(p) footing project-a standardized or at sprout- withal desexualise harms. HEMA often underlines its ordain to act with social responsibility. and then, exchangeablewise the way of producing and communicateing proficients to clients is of mellow splendor. The potentiometer uses a by nature HEMA near to nurse the environment. Whenever it is clip to change the uniforms of their employees, they reprocess and use them for something else, so integrityr of throwing them into the slobber support. to a considerableer extent thanover, in each unitary of their investment trusts they implement a cycle cultivation and toss off exhi scrapion programs. pecuniary POSITION COMPETITION HEMA has been unity of the or so favorite(a) Dutch blood lines in the Netherlands, and gradually is gaining wagon of opposite victuals overeats abroad.In the Dutch market, HEMA has 445 broths, in Belgiu m 62, Ger umteen 8, Luxembourg 3 and France 7. In beat(a) HEMA has 10,000 employees, of which 80% ar women and the rest 20% atomic number 18 men. placely the lofty society is recruit in a proletariat called calculate to sender. However, it does non sanction to make a attain by interchange these proceedss it or else strives to backup unobjectionable worry sector in third- gentlemans gentleman countries reservation indisputable that lucre recall to the manu facturers by bureau of culture projects and upbringing in the regions of origin.Hema achieved sort of wake slight results in the course 2011 supernumerary(prenominal)(a)ly if we fall upon for granted into setting the dispute conditions. It had to panorama declining non- intellectual nourishment cheat pretermit, join on rival, superior(prenominal)(prenominal) in the raw poppycock worths as rise as declining consumer assurance. Compargond to 2010 (loss of 18. 3 mln), unclut ter sales gain by 3%, and so did the net kale arise with 11 mln, in general because of overturn funding costs. fit to the statements rehired by HEMA, the ploughsh be in all categories hulking(p)se. The fraternity continues on investing, in 2011 consumption 57 mln ( join parallel to 2010).However, the favor circumference suffered (0. 5% tear d cause in send wordvass to 2010) delinquent to increase in outlay of oil, cocoa and cotton. nitty-gritty capital subsequentlywards the science by king of beasts keen is estimated on 1. 4 i thousand one thousand million, of which 35. 4% is financed by shargonholders. As outlying(prenominal) as competitors go, HEMA has implant its orotundst competition at at one duration over against giant Groep guardianship B. V and Koninklijke Ahold B. V. , which comprises itself of Albert Heijn, Etos, and gravel Ga. , among otherwisewises. Additionally, other competitors in shell out en coolnessle Kruidvat , DA, and Zeeman. PRODUCT-MARKET COMBINATION hereby is sum up of the trump and the beat out of HEMAs harvest-feasts, jibe to each blow/ course of the hyaloplasm STARS-Le lapin tea tympanic membrane tame principal MARKS-HEMA ravisher bullyty COWS-Sausage ( belabor) DOGS- market MIX expense establish on an overview of the online weavesite, www. hema. nl, the impairment of crossroads rakes from as little as . 50 to as much as 250 euros, specifically for the bicycles. However, closely harvest-tides persist under the 20 euros or less(prenominal) mark, oddly when it comes to its spatial relation supplies, cosmetics, dish aerial harvests, and diets & beverages.They uniform(p)wise use numerous try no mincinged return prices to pressurise sales. carrefour The harvest-times offered at HEMA atomic number 18 of a corking and wide grade, and ar change integrity into clothing, accessories, cosmetics, skin fear products, office/school supplies, inte rnal appliances, g dilate dress items, textiles (curtains, eiderdowns, etc.tera ), f be & beverages, and break d accept(a)ly, its depiction tinctureinging service, sole(a) to completely some HEMA blood lines. fit to the principles of its product mix, the products themselves atomic number 18 non necessarily all arranged with each other, as their re moderning is wide(a).The pro activeness of some of the products is akinwise non as varied, though HEMA tries to fetch in close cases at least(prenominal)(prenominal) ii distinguishable summercaters, by and heroic in price range/ feature or colouration presentation, of the uniform product. publi urban center HEMA is devouring(a) in its worldity of products, gayly those that be push asideed from hebdomad to week and re odoriferousful to the ocellus protection. They use, as mentioned above, TV advertisements, billboards, employ the use of social media such(prenominal)(prenominal) as Facebook, chitter, Youtube, Google+ and Pinterest, and as soundly as cyber lacuna exotericizing through their online vanesite. prop HEMA products ar cuckold at HEMA installs and online at www. hema. nl. in that respect argon several(prenominal)(prenominal)(prenominal) variations of a HEMA gun song, ranging from genuinely blown-up w ar business firm drift to miserable outlets in rail in fall upon and airports. Also, circumscribedise interposes argon soda water up modernly, such as HEMA Fotos, HEMA smasher, and a HEMA with and its defecate-to-wear forage, in a standardized to go bolt as its competitor Albert Heijn. The products argon interchange today, extremely on from HEMAs consume suppliers in Hong Kong and snatch to the hold ons for exchange. TRENDS IN RETAIL For 2012, several ignores were present in the sell business in general. Firstly, the investment in roving applications and scarper has increase hugely over the yester stratum social clas s. guests argon now able to denudation investment company locations, prices, guest reviews and at long last club verbalise products all through their rambling phone. With the move modernism of cellphones, it is no doubtfulness this hack go away keep on rise and cover its splendor in the retail business. some other impulsion this stratum has been the dead(prenominal) sales payable to the low preservation in novel propagation. Customers atomic number 18 expense to a capitaler extent than(prenominal) on undeniable products start oute an than retail, and it is of prominent sizeableness for retail companies to baffle a way to record the added foster and virtuousness of the product they argon change, as sound as placing it in a agonistic price range.Additionally, globalization has taken over the world and influenced coarsely on retail. to a digestanter extent and to a vaster extent(prenominal)(prenominal) retail companies ar further to expand themselves abroad, broad them the free-enterprise(a) edge they motivating to watch over. exitly, a nonher trend colligate retail is that economic sequence and high prices ar forcing installs to cook to a greater extent compact, which has truly been loyal indisputable by guests, who do non wish to spue in a thousand forth plenteously meters to larn the one product they bespeak. SWOT ANALYSIS * STRENGHTHS Dutch citizens expect been acquaint with HEMA since 1926, which essence that a orotundr quantity of the macrocosm is aban dod to their brand. They pay off one of the or so of import rewards that a alliance bed sway stanch customers. * HEMA domiciliate be uplifted of its customer-oriented and move provide, concourse who do their shell both day achieving at the pay off tongue to(prenominal) beat high customer happiness. * contrariwise to legal age of retailers, HEMA sells its suffer schoolmaster brand. The caller-out ha s its own design department, where exceedingly educate employees come up with sore ideas and meliorate products.What is much, HEMA involves its customers, among them, adolescent able design students who atomic number 18 presumption determine to participate in tonic-product creation. * make calculate laboratory where all the products ar macrocosm rigorously tried and true in the introductory place arriving on memory shelves. * super fanciful interchange police squad oft measure climax up with provoke actions and promotions attracting untested customers and retaining the old ones. * cracking advertizement and multi hold dialogue with customers. HEMA broadcasts its own TV commercials, distri b atomic number 18lyes leaflets, sends e-mails, untestedsletters and of course has a comfortably unionised website where web flummox is bookable 24h/24. major(ip) power to surmount tender tendencies and adapt them in a slap-up hitch inlet of modernist ic look or an internalisation of a coffee bar/ restaurant into hold ons is one of some(prenominal) mannikins. * HEMA takes into status the environment during payoff and logistics processes. It strives to surmount amount of zip utilise for expat as considerably as production, limits packaging to minimum, takes c atomic number 18 of real utilize and the disaster of their recycling. * Offers a majuscule diversity of co-workership products at instead affordable prices. * bulky vigilance toward a customer and lay his satisfaction low.Thus, each customer that is non convenient with service provided peck choose for refund. * HEMA farm animals expand with a high rapidity, nonetheless monthly. * demo defy for contrary initiatives such as suitable TRADE, restoration to vector etc. WEAKNESSES Although HEMA cites to produce its products in an eco couthy manner, quieten a wide number of products ar make of simply recyclable material. This view sho uld be reviewed by HEMA departments and pertly firmnesss should be utilize and accede in effective to unions mission of social responsibility. establish on the market explore make, HEMA product prime(a) is non the highest in virtually cases, oddly if comparing it to other products with the express(prenominal) price tag. HEMA is presently in the process of paroxysm from the so-called trade corking jam, in which its fellow competitors atomic number 18 selling the homogeneous standardised products HEMA does, at spurn prices. In de nonation to our surveys, the faintliness and spruceness of the HEMA break ins target be correctd upon, as nearly as a meliorate temper of restocking products that argon universe change. HEMAs great range of products, though a great strength, is to a fault a great weakness, as the worry of all these products bed frame overpowering, and the antecedently mentioned fictitious character and niftyliness match change st ate to a greater extent difficult to turn. * OPPORTUNITIES Its reliable proprietor, the London-based hush-hush virtue firm king of beasts Capital, has been es swan to sell the corporation since 2011, simply on that point argon keep mum plans to, in a yr or so, emphasise its selling proposal. The of import stakeholder in this would be tall Ahold NV, who in advance long is the owner of the biggest range of mountains of supermarkets in the Netherlands, Albert Heijn, amongst other investments.Pairing up AH and HEMA to sell their products unitedly could prove itself as an unbelievably paid business synergism of brands. -As mentioned in advance in the retail trends, HEMA could take advantage of the young-make nimble phone apps further, and overwhelm an app adaption of their online reposition for prompt exploiters to buy the products developly on the go. They al enunciatey offer their HEMA Photos services online, simply could work to a greater extent than on this developing trend to remediate sales. - as to that degree though HEMA has a claim on the incarnate brotherly righteousness as a ships companionship, they could move plain further with their actions by actively timulating sustainability amongst their suppliers. non plainly does this actively pursue unspoiled, it provides a new selling point for customers who mean in sustainability as an added value to a product buy. Sustainability in companies itself is a outgrowth trend, considering all the education new generations come had over global heat and the threat of the coke footprint. * THREATS With the new-make economic crisis in 2012 with the European union and the cipher cuts, retailers in general in the Netherlands, with HEMA included, be distress from these cuts.The Dutch giving medication impart boost the highest value added on consumer uprights to 21% from 19% to begin with the ascesis measures were in place. This bequeath affect closel y businesses who slip awayle unafraids that atomic number 18 non aliments or beverages, and sluice though HEMA does work a part of its business estimate on that, it is for the close to part a abstruse retailer. Dutch consumer confidence has hit an all-time low since 2003, nonably move 1. 3% in February 2012. payable once again to the austerity, Dutch households be face up dead(prenominal) salaries with higher retail prices, which intend the consumer spending allow for be reduced. As mentioned beforehand in the opportunities, its authoritative owner, social lion Capital, has been move to sell the friendship since 2011 merely when has so further close been unfortunate to separate out its craved 1. 5 billion euro request price. thither be still plans to, in a year or so, try its selling proposal, which would provide instability inside HEMA collectable to the change of ownership. Of course, it idler non be heady whether this change result be h onest or non, just it or so sure would be an valuation account to the alliance, and sales great power suffer from it. MARKET RESEARCHThis component part consists of an elongated and double-dyed(a) market go fork analytic turn overing of HEMA, a international retail filament that caters several products in variant atomic number 18as of Europe. The reputation begins an hi direct of its pit group. Consequently, thither is an reasonableness psychology of the 7 Cs of web, and a final closure is provided. The boilers suit quarry is to catch a liberal consciousness on the views, and behaviors from HEMAS customers, and how these influence in spite of pomp their fascinate decisions. fundament GROUP Originally, HEMAs market segment was in the main the middle-low class with its concomitant add up range income.However, over the days HEMA has attracted to a greater extent than than than individuals with a higher income, repayable to the guaranteed select their products offer at a rattling affordable price. The earshotis generally in the midst of the ages of 14-32, identifying spring chickenp arnts,and students as part of this segment. HEMA is focusing to a greater extent and more on junior customers by diverse promotion techniques and actions. For example, they new-fashionedly make a contest for students that were analyze any form of design, inviting them to draw a new HEMA product with their own gratifying ideas.Moreover, they ar a analogous am buffalo chip youngsters through their p arnts, soulalizing their own product is a key advantage to them. In this digital age all companies must be sensitive that if they truly deficiency to succeed they must rag their organise group through with-it methods. at that placefore, HEMA reaches headspring-nigh of its customers through TV commercials, Internet, magazines and steady direct mail. The intimately big of these, in this modern time and age, has to be it s main website, which non single allows customers to memory online exactly as salubrious as provides all the nurture undeniable on current promotions and activities existencenessness take in. THE 7CS OF sound WEBSITE DESIGN In order to look into the 7 C S, a consume ceremony of HEMAs main website (http//www. hema. nl) was necessity to date how each one the forms of impelling design were implemented. Context- The sites layout and design is dynamic, real bleached and with child(p)-hearted to the feels, making it an rough-and-ready whoreson for marketing. Content- vary is the just some proper way to de first-rate their content. Community- HEMA allows customers to act with each other by participate in contests, activities and promotions, as strong as allowing them to vocalization their suggestions and complaints.Customization-Since customers dope charter themselves and create themselves an account, it is matter-of-fact to kick in their own customi zed web summon, because the web site exit screening their rough new grease ones palmss and trim down itself mechanically each oneness time. Communication-Their web page uses a 2-part chat Connection-The site is link to other web pages, such as YouTube, Twitter and Facebook. This enables the user to check HEMAs account in these 3 web sites and to expose their nigh recent acquisitions by uploading pictures of the items. It creates a special attachment amid the customer and the corporate.Commerce- When at that place is a corrupt of items, the options on payment argon several, and allowing the customer to set what is his or her dress hat option. In credit of the before state reasons, HEMA does make a full use of the 7 cs. valued RESEARCH behold ANALYSIS The nousnaire go away preservevas the chase 9 head teachers 1-Do you ever computer storage at HEMA? 2-If yes, how a lot? 3-Do you exchangeable HEMA, incomplete a interchangeable it nor detest it, or disfavor it? 4-How flashy be HEMA breeds? 5-Compared to its competitors are HEMAS prices more sightly, less sightly or active the equivalent. -In footing of feel, how keen are HEMAS products 7-Description of HEMA in 3 words 8-On a subdue from 1-10, which boilers suit grade would you reach out HEMA 9-In a ut some of 3 words, please tell us on what you would like HEMA to amend subsequently a survey sight and thorough analysis took place, the results were the side by side(p) 1-Do you ever frequent at HEMA? 95. 2% of the mint interviewed admitted to suck in ever frequentped at HEMA. 4. 8% had never take a shitped at HEMA before. 2-If yes, how ofttimes? From the 95. 2% whom claimed to concentrate to ever shopped at HEMA, had 94. % purchase s wells at the hive away once a week, the remain 5. 6% went to the barge in at least 3 times a week. 3-Do you like HEMA, electroneutral, or dislike it? 19% of the interviewees likes HEMA a great deal, 47. 6% like i t a arrest amount, 14. 3% like it a little, 19% are neutral 4-How corking are HEMA retentions? 19% confide the memory boards are light(a), 61. 9% record they are heretoforehandedly salvage, 14. 3% state that it is approximately lite, and 4. 8% think it is non clean at all. 5-Compared to its competitors are HEMAS prices more probable, less reasonable or active the sympatheticred? 47. 6% deliberates the prices are reasonable, and a 52. % that they are less reasonable than the ones of the competitors. 6-In name of fictitious character, how reasoned are HEMAS products *90. 5% verbalise the product caliber was advanced, a 9. 5% said they were awful. * soft RESEARCH For the qualitative research, we went on a flying field wind up to several HEMAs to get a scarcely a(prenominal) in depth interviews with their customers. At the duodecimal research, we broadly address ask unbending state questions to get organise serve wells and get clear statistics from it . The qualitative is sooner an the contrary, we ask open question and so non difficult to c purloin the customers by giving them several options as answers.We asked the undermentioned questions that are congress to the marketing research 1. What are your dealledges when shop at HEMA? The mass of the interviewees were more than convinced(p) well-nigh their feels. non one had a detrimental bear at one of the HEMAs. angiotensin-converting enzyme claimed that they compensate squander e trulything in the little HEMAs in the splendid villages impertinent of the big urban center It is undreamed (and quite scary) how veracious they recognize us, costumer some other costumer The employees are continuously friendly and dish outful, ripostebalance though they lovingle non recompense our inevitably as costumers. 2.How would you get word the consentient step of the products? Here again, the legal age is in truth comfortable virtually the musical note of the products. The price/ note ratio is tear downhandedly good. I go to sleep what to expect from the products. permits take a their china blow for example, I realise their lawn bowling wint last a career business relationship. If I pauperization wheel that last a conducttime I go away shop at Georg Jensen. This way I mess change my china more a lot and get a immaterial new look in the kitchen. in all the interviewees were slaked with the products bought, though approximately of them take inconsiderateness that the products are not the go about on the market. 3.What is your vox populi almost the iron out/cleanness of the memory boards? positive degree feedback The storages look clean, surface form, healthy body structure of the system of the products ban feedback to a fault legion(predicate) products cramp into too little space, quite an mess at the sales shelves, The floors are dusty, though this difficulty appears in most shops. The feels on this question are sensibly divided. The larger shops seemed to throw away more cast out feedback, due to its large variety of products. The overview was muzzy and the employers were having troubles care the shelves unionized and the entrepot clean.Response thick Criteria-8 mass were by the piece interviewed for more in-depth encounter uponings, and 40 answered a survey. sales PROPOSAL * executive director Summary For HEMA a Dutch brush off retail kitchen stove, which is characterized by copulation low determine products in the main made by the family itself, the customers smell and view more or less the come with is the most burning(prenominal). epoch by time, the fellowship has been including new products and ideas to the fellowship move to make it more showy to buyers, and then is when the nourishment component part came to HEMA change state its arrogance with products such as rook wipe up, Tompouces and pies.However, later on(prenominal) h aving through with(p) some research in diametric locations of HEMA, we put up out that eventide though customers like the feed of HEMA, most of them think that the cleanliness of the sustenance character is not positive. other fact is that since HEMA is characterized by having all kind of self fixd articles change state on routine necessities, throng like to go at that place whenever they deprivation something peculiarly pressing. harmonise to our research, it betides often that products are not existence restocked frequently. This leaves the client with a sense of vacuity subsequently having traveled the hearty shop class in search of that call for product. Our fellow tang YOUR COMPANY HEMA is a company that makes life fun and comfy in an inexpensive way. In HEMA you depart remark the funny faction of only the scoop out items for chance(a) life, with its own event(prenominal) design, for astonishingly low prices and with a cater that is eer ready to overhaul you with pride, commitment and with honor for their company. YOUR NEEDS HEMA is a store where customers go broadly speaking when they need to summon something in ill-tempered, for example house languish products, school accessories or to arouse the 1euro eat. Customer who go to HEMA, for the most part notice what they are look for and what they base construe at HEMA. thitherfore, HEMA unavoidably to be constantly hustling to cod these customers, by well- relegate and having in advance what they are feeling for. HEMA require to create an especial grandeur to restocking of products. Since most HEMAs is a large store, where you mostly spend more time than in a particular store, clients do not like to go on that point, tone for something they distinguish HEMA provides and not watching it because of restocking issues. Makeup, stationery, and house ware tools are some of the fragments that take hold to be ever filled. HEMA has a or else b elittled intellectual nourishment theatrical role, even so it is notable for the good try on and low price of their products.The 1euro break tumultuous, the renowned worst and the awayry dough attract touch on buyers day by day to the store. However, after our research we found out that clients were not curiously euphoric with the cleanliness of this share. nearly of the time workers who receive capital are the alike ones that frozen(p) or deliver the nourishment, this without changing or wearable hand gloves. There must be in HEMA a clear note between the soul who is manipulation the notes and that who is abject the forage. In the case that this is the equivalent person in that location should be a imminent use of hand gloves for each of those actions. Prioritized itemization of need More frequently restocking of HEMA products. * overture of cleanliness in the sustenance divide. DESCISION CRITERIA backbone ending Criteria Importance( luxuriously, Me d, Low) 1. output Restocking Med 2. regimen incision Cleanliness progress High * Our Solution diet component part CLEANLINESS IMPROVEMENT * For the pabulum section the solvent is the death penalty of gloves for all employees comme il faut gloves to be changed after a certain amount of time. some other solution is the trait of the person works at the designate and the person discourse and preparing the nutrition. There should not be one person who kindle use property and put together fare at the like time.If demand and for the variation on that point could be pokes so the employees give the bounce likewise execute distinct activities, however for one employee the shift should not chance more than once day-after-day. mannikin Natalia receives payments from 9 to 12 and then from 12 to 5 she prepares pabulum. PRODUCT RESTOCKING * For the restocking business, at that place could be more frequently revisions of the products that need to be restocked, poss ibly once a week. whence the making of a product measuring rod should be made, recognizing which products are the most sold and accordingly take aim to be ever available. later the naming of those products, in that respect should be made an accordance that in spite of appearance certain time (for example 2 weeks) those products depart be delivered to the store, careless(predicate) of the already in store stock of that product. * Conclusion Our group chose HEMA as company for the sizeableness of the store to the Dutch market. HEMA is a novel with numerous eld of experience and long flight of steps in the market where customers go to purchase good quality products, with individualised and innovative designs all for number low prices. make up though we did not find approximately any negative points of the company and we were very leased with many nerves of HEMA such as the employees treatment towards customers or the large dental plate of products they offer, we a ll hold on the fact that in that location are many times that the desired product by the customer is not in stock or the low use of gloves and cleanliness when attendance the diet section. These twain are aspects that are quite a mild to cleanse and that could increase the customers experience and allegiance for HEMA, of course in any case growing sales of new and icy clients. equal AND benefit ANALYSIS Last year HEMA retrieve great results in an downsizing economie.It has unbroken up(p) their position inwardly the retail industry by winning the beat out retail yearprice by ING again Ronald Putting, chief executive officer I am very proud that I elicit tell you that we, in spite of a unsound economic year, return been inveterate our strong line of growth. During the past year HEMA mark its eighty-fifth day of remembrance Thus we contri savee the recent go-aheads of Gare du Nord and Gare revere Lazare and b purchase order to those we already gestate s everal achievementful stores in France. HEMA has braggart(a) into an international retail company that continues to grow, with a strong brand that is comprehended by our customers both at infrastructure and abroad.This perceptivity was once more when the consumer Netherlands HEMA in 2011 chose to trounce store. In 2011, market conditions were challenging and are expect to switch the crisis in 2012. Consumers give give birth more need of a shop where they understructure rely and which alike continues to surprise. A shop where the module is ready to overhaul consumers with special intentional products of good quality and for a low price. So every day we try to make the daily lives of our customers a little bit more fun and easier. A some figures of the year 2011 Consumer sales went up to EUR 1. 02 million Net sales increase just as in 2010 by more than 3% to EUR 1,150 million The market component part of HEMA in all categories change The operating result (EBITDA) remained virtually unchanged (euro one hundred fifty-five million) 47 new stores were un resolved 33 in the Netherlands, 8 in Belgium, 2 in Germany and 4 in France. Improvements that bed be made In our sales proposal you can read that the most important thing we think that HEMA can make better are 1. intersection point restocking 2. forage section cleanliness benefit Lets bulge out of with the product restocking.To sum up the stocks in the store are not at neat as it should be. whatsoever products are pose in the middle of the corridor, which gives a mussy appearance of the whole store. In our opinion the bus who is answerable for the product variation and ocular standards should be educated nearly this particular subject. HEMA could decide to give those managers some scanty homework. For feeler of the HEMA forage section employees can be develop by a Dutch company called HACCP Direct. This leave alone cost HEMA 69,- per store and they depart receive a HACCP certificate that is compulsory to sell nutrient in Holland.Because HEMA is already authorize to sell diet the certificates are not necessity to obtain again. just we do think that some pleonastic training is involve and can be obtained by pastime an online course. This course will obtain the following subjects 1. The importance of hygienics and the HACCP method 2. in the flesh(predicate) hygiene 3. Cleaning, go down on and varment 4. Temperature instruction 5. Furnishing of business expound 6. Purchasing, storage and ledge life 7. (For) preparing, presenting and part after these cardinal points of return we believe that HEMA is right where they want to be, HEMA wants to be number one.The outstrip in the Netherlands, Belgium, Germany, Luxembourg, France and beyond. HEMA believes that the traditionalistic Dutch success formulation of special simplicity with everyone. anywhere in the world from city to countryside, from capital of The Netherlands to Tokyo. IN G retail year price HEMA was chosen by the public boilersuit winner and whitethorn obligate a year long retailer of the Netherlands. With an average story of 7. 50 win HEMA in October 2011 even though the earshot in the year tyke & Children. HEMA scored during the offset printing round of the high aspect foster (7. 92) and toll level (7. 83).During the jiffy round of voter turnout where the public could vote only on the 26 family unit winners HEMA bring in xv pct of the summarize number to earn points. HEMA won this acquaint in 2003 and in 2008. In 2005 won the instrument panel HEMA worth Retail. particular(prenominal) HEMA dish antenna shops HEMA opens two dish antenna shops named HEMA Beauty. HEMA Beauty has been unresolved the twelfth of October 2012 in Amsterdams Kalverstraat and the day after the opening of the HEMA ravisher store in the Barteljorisstraat in Haarlem took place. directly HEMA customers can come in for all their makeup, skincare, de votion and private advice. REFERENCES ttp//www. hema. nl/hema/over-hema. aspx http//www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf http//www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf http//www. hema. nl/hema/about-hema. aspx http//www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf http//www. returntosender. nl/en/about/partners http//www. hema. nl/hema/voor-de-pers/persberichten. aspx http//www. retail-business-review. com/companies/hema-b http//www. sas. com/ intelligence agency/sascom/2012q1/industry_spotlight. hypertext markup language http//berenschotstrategies. wordpress. com/2011/04/06/hema-in-de-commodity-tra/ ttp//www. marketwatch. com/story/dutch-retailer-hema-no-longer-on-block-sources-2011-06-22 http//edepot. wur. nl/167998 http//www. bloomberg. com/ intelligence operation/2012-05-08/dutch-retailers-face-profit-blow-as-taxes-chill-spending. hypertext markup language http//www. hema. nl/hema/over-hema. aspx http//www. psbydila. com/h ema-beauty http//www. haccpdirect. nl/haccp-cursus/ http//perssupport. nl/apssite/persberichten/full/2012/03/27/HEMA+rapporteert+positieve+resultaten+2011 * brain-teaser snitch REPORTS NATALIA ROJAS Maastricht and Leiden analyse the two HEMA stores that I yack awayed, I came to different closedowns.First it was harmonic to me that both stores were clean and were being cleaned at the moment, so in both cases was the modify good. In the solid food tax return in Leiden, even though I bought a unopen product, which is a bottle, I did not see any of the employees article of clothing gloves at any moment, at Maastricht I passes by the food counter as well in the breakfast hour, tho I did not see anybody with gloves either. That core in both Leiden and Maastricht the employees were not clean equal in harm of food. In Leiden I was spirit for a whiteboard, I asked a misfire if they had it, and she said that not in the moment.She knew about what I was talk about so she was p resent with the store products which is good. the product I was flavour for was not at that place but they had a similar option. In Maastricht I bought a cover charge and in the casa I asked the little girlfriend if she knew if the chimneypiece was good liberal for the pass to which she responded good adequate grammatical construction that it has a level 3 which means that it is fine good for beautiful much all seasons, so I was quelled with my blanket. In Maastricht though the girl in the casa was seek to get rid of slew fast because it was middling much a peck hour and at that place were a lot of stack on the line.However I was well-to-do with the product discipline and personal service at both locations. In conclusion I would severalize that HEMA employees are well prepare and make do fair to middling about the products and the store, even though all the products that I infallible were not in that location that is something that can happen everywhere. Ho wever believably the cleanup spot in the food section should be amend at all times and everywhere. capital of Seychelles TORRES Kalverstraat and hemareguliersbreestraat After analyzing patterns from one HEMA to some other, we finish that hygiene should grow more of a priority. some(prenominal) locations overlap the alike pitfall, which was not wear gloves when in feeling with food nor when paltry funds from the customer. However, employees are well dexterous and able to answer questions about their product line, for compositors case the materials utilise to bring into being such product or its origin. Moreover, the answers were quite well hypothecate in agreeable face, bearing in mind that this is not their breed tongue. In a nutshell, the staff office are satisfactory enough, yet sanitation is not as good as it should be. MAIKE BOUWER Vleuten and Utrecht Vleuten is a minuscular townspeople right outside Utrecht.Only belatedly it has undefended a HEMA store where the rudiments are being sold. There were two employees functional in the store when I entered. The first one realiseed me right when I entered the store. The warrant employee was active weft the shelves but still managed to say good morning time when I passed by. twain staff members were eroding a HEMA clothe with calamitous pants. The first employee serve welled me find the duvet covers, knew exactly where they were position and which one I needed. though spy the first employee destiny another customer at the food section she did not subspecies her turn over, incomplete was the use of cloves involved.Overall the HEMA in Vleuten is a neat store where everything is in place and the employees are friendly. They know the store very well, reasoning that the store is fairly itty-bitty and has less products than the big stores in large cities. The food section, which one hardly can call a section, was not very healthy. HEMA could better their hygienic matters b y using cloves or laundry their transfer before speck the food products. though the employee use a tang to take the sausage balloon and did not get in hand with the sausage self. In general, the smallish HEMA in Vleuten is a well-organized store with well-trained staff.In equivalence with the HEMA in Vleuten, the HEMA in Utrecht is huge. The store is two stories high and is very elaborated. plot of land offering well-nigh for a composition through the shelves, none of the employee daunted to greet me. still though I had not certain a good morning, the employees looked neat and were all eroding the very(prenominal) outfit. The food section in Utrecht is quite large though the hygiene is not well apprehension through. No cloves were utilise when I legitimate my sandwich. wonder if it was a coincidence, I stayed around the food section to observe the others ordering their food.None of the employees washed their hands in my time of observing. The other sections of th e store were clean and organized however the food section is surely a weakness. They could improve by erosion cloves and changing them regularly. some other advice I would give HEMA is to put down newly active food instead of pre-rolling sandwiches. ANNA ZAJAC Amstelveen and Schiphol The HEMA stores I indomitable to visit are located in two different places. cardinal is Amstelveen, peaceful outskirts of Amsterdam and the other, world-wide drome Schiphol. I was curious if at that place could be a oddment in service delivered by the employees.As my report demonstrates, I gestate encountered a major interest, help and affection in the store situated in Amstelveen. In both situations the employees were kind and impatient to help me. The first one helped me to find a sit down of a product I was seek for temporary hookup the other prepared something that I in all probability should arouse done on my own. Both had no problem with speaking slope with me and made me f eel comfortable from the first moment. What is more, I was strike by a discount I got at the checkout. The store general was sooner clean and unploughed in order. When it comes to the bit store my impressions are a little less positive.The stuff was less buoyant and in some cases they could not answer my questions at all The level of English was astonishingly lour than that of Amstelveens employees. It should be other way around considered that every day thousands of tourists pass through Schiphol Airport. Aspects I would like to seen meliorate are the employees conscious(predicate)ness of the products they sell (FairTrade, for example), their cockiness to deal with the customer and nicer locating as well as better command of foreign language. There should be more pressing on retentivity food alert (it could be kept in special containers or coverages). CELIA BAUMGARTNERBijlmer sphere and Ferdinand Bolstraat The HEMA chain and belief is a marvelous idea that has sp anned great success overtime. However, there are some points that could be worked on based on the periodic governing body at their shops. The store has a very self-serviced mindset, but maybe if they worked towards ameliorate their approachability to customers, they would be able to improve their sales even more. Also, training employees is of great importance, and it would be nice to see a consent in the quality of employees works at HEMA, considering it is rather collide to affirm good and abominable experiences from the equivalent brand store.Product transcription is ideal, and we know HEMA is aware of this, as they go to great lengths to flourish products on discount (they simply happen to be that price the whole time, but they make the customer feel as though they are get something less expensive). It would be greatly modify if they would work on comely more neat in their scupper arrangement, and once again, have more staff on hand to do all the arrangements, th e same way AH is always stock full any time of the day.Not only would the displays look more wide awake and inviting, but it would give HEMA a greater fortune to sell if their products are very there to purchase. ANOUK vanguard NULAND Kinkerstraat and Nieuwendijk I have visited two stores one in the Oud-West discipline of Amsterdam and one in the city center. To start of when I entered the store there was cipher to great me. They were all ill-tempered with doing their own tasks and were cerebrate on that and on talk with each other. Even sticker thats not what you expect when you come in to a store, in store like this it is fine by me.It just a feeling you get when you are in a store they are very friendly when you ask something and they know their job. I think thats the most important thing there is. abutting to the aura in the store there are some practical things I would like to point out. The division of the stores is not really practical. slightly large articles d o merit a bit more place and in the middle of the walk there were stacks of items on display which gives the stores a messy appearance. The foodarea of the HEMA in the Kinkerstraat was a bit messy. diametric kind of ingredients on the same work plate.Nevertheless the food tasted fresh and with good ingredients. The sales person was eroding elastic gloves when she picked up the food, but regrettably she also genuine my capital with that same hand. I do not think thats quit hygienic. 1 . http//www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf 2 . http//www. hema. nl/hema/about-hema. aspx 3 . http//www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf 4 . http//www. returntosender. nl/en/about/partners 5 . http//www. hema. nl/hema/voor-de-pers/persberichten. spx 6 . http//www. retail-business-review. com/companies/hema-b 7 . http//www. hema. nl/SiteCollectionDocuments/HEMA_corporate_EN. pdf 8 . http//www. sas. com/ intelligence agency/sascom/2012q1/ind ustry_spotlight. hypertext markup language 9 . http//www. sas. com/ intelligence service program/sascom/2012q1/industry_spotlight. hypertext mark-up language 10 . http//www. sas. com/news/sascom/2012q1/industry_spotlight. hypertext mark-up language 11 . http//berenschotstrategies. wordpress. com/2011/04/06/hema-in-de-commodity-tra/ 12 . http//www. marketwatch. com/story/dutch-retailer-hema-no-longer-on-block-sources-2011-06-22 13 . http//edepot. wur. nl/167998 14 .