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1 Carry out an analysis of where Amazoncouk is on the wheel of retailing Give reasons for your answer 50 The concept of the wheel of retailing was originally created by McNair 1958 and latter modified by Hollander 1960 the concept attempted to show the life cycle of a retail establishment over time The analysis of retailing the selling of products directly to customers for personal use Brassington and Pettitt 2000 is extremely important as in the UK this sector employs 105 of the workforce and represents 36 of consumer spending Management of Marketing course handout 12th Jan 2004 The emphasis of the original theory was that entrants to a new retail market would begin trading as cut- price low overhead low margin and low status operators Then over time through a process of trading up theses traders will increase their overheads by offering additional services and product lines perhaps in better locations smarter premises and with more sophisticated marketing communications Eventually they mature as higher-cost high price merchants vulnerable to newer types who in turn go through the same pattern definition adapted from Blackwell Dictionary of Marketing 1997 Some of the reasons that cause this movement are misguidance eg being coaxed by suppliers into unnecessary modernisation changing retail personalities eg original innovators being replaced by less cost conscious successors and the presence of imperfect competition ie retailers avoid direct price competition and chose to compete on services instead Marketing Management 1996 An often-used example of the wheel pattern is department stores they originally appeared as strong competitors to the small retailers but now face increasing competition from cash and carrys and supermarkets An example of how the retail life cycle works in the real world is the online book and CD retailer Amazoncouk In terms of the wheel of retailing in my opinion Amazoncom shows characteristics of both the entry phase and the trading up phase with an emphasis on characteristics normally attributed
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