Micro & Macro Analysis, SWOT, Key Issues and Objectives. One of South Africa's top fashion retailers.

1. Mr. Price
Cath, Demi, Nat

2. Intro and Background
• Mr. Price was started by Stuart Cohen and Laurie Chiappini
• Mr. Price offers casual clothing, intimate wear and accessories for kids
and adults
• Aimed to to establish a new kind factory store – boasting attractive
interior, wanted merchandise and incredible advertising, but with very
low cost structure to allow for low margins off high volumes.
• 1986 – First Mr. Price Factory shop opened in Durban
• 1998 – Mr. Price Sport established, 2007 - Saw Mr Price Become part
of the Mr. Price Group including Milady’s and Sheet Street.
• Mr. Price trades shares listed on the JSE has over 900 stores and 100
Africa, franchised stores in

3. Macro analysis
dpestle
• Demographic : Multiracial , both genders, ranging from toddlers,
teens young adults and adults, middle class earning income.
• Economical: Listing on the JSE, share price drops, could also effect
credit. Importing price hikes
• Social/Cultural: Trends changing too quickly, fads and copies and
trends that are not suitable for their demographic. Competition
• Technological: Not all customers having access to internet, cost of
maintaining online store
• Legal: Laws and sanctions on importing. Using peoples designs and
photo’s legal implications from designers / advertising license's

4. Micro analysis
• Suppliers: distribution with online store and orders to customers

5. SWOT ANALYSIS:
INTERNAL AND EXTERNAL
FACTORS

6. STRENGTHS
• Affordable trendy fashion with different fashion lines
• Wide demographic
• Well know and established
• Offer home wear and sportswear
• Offer local designers a chance to collaborate with them (Collection)
• Know for its basics and convenience
• Social responsibility: School Sports team sponsorships and REDCap Foundation
• Offer Sales regularly and mark down on seasonal items
• Mr Price Blog - In The Loop
• Strong advertising ( realistic and current)
• On par with international trends and cater for local trends

7. WEAKNESSES
• Poor quality (materials) – loss of faith from consumer
• Associated with being cheap and cluttered
• Untidy stores
• Poor assistance
• Importing from China ( size problems)

8. Opportunity
• Manufacture locally and improve on quality
• Store rebranding and refreshing, less clutter ( Dalzeil and Pow)
• Improve service in store - staff benefits and up to date training
• Open an Online store (offering debit card use)
• Improve men's summer clothing range and underwear
• Expand into foreign markets
• More in store surveys and promotions

9. Threats/ key issues
• Competition – ZARA, Woolworths, Ackermans, Cotton On
• Economic factors – fuel, labor costs,
• Copying too directly ( legal implication)
• Perception- cheap and cheerful
• Change in consumer taste
• Problems with online store – customer disappointment
• Misleading advertising – poor quality

10. Objectives
• 10 % increase in marketing through billboards, bus stops, in store
promotions and events sponsoring
• 20% Increase in local consumers, stakeholders and staff as brand
ambassadors ( improve image)
• Minimizing staff turn over by 12%
• Increase local manufacturing and efficiency by 8%
• Increase service offering (till points) to be functional by 5min – productive
fast service, no waiting in lines
• Increase sales turn over
• Be main Trend setting store (apparel)
• Online store success -10 % increase in traffic and monthly sales.
• 3 out of 5 SA females aged 18- 25 wearing Mr. Price apparel
• Increase Foot traffic in stores 4% monthly