Myer SWOT Analysis: Strengths Cost advantage Asset leverage Effective communication Online growth Loyal customers Market

Market share leadership Strong management team Strong brand equity Strong financial position Supply chain Pricing Real estate Opportunities Acquisitions Asset leverage Emerging markets and expansion abroad Innovation Online Product and services expansion Listed on ASX providing further opportunities for funding future projects

Weaknesses Bad communication Diseconomies to scale Over leveraged fiancial position Low R&D Not innovative Not diversified Weak management team Weak real estate Weak, damaged brand

Threats Competition Cheaper technology Economic slowdown External changes (government, politics, taxes, etc) Lower cost competitors or imports Maturing categories, products, or services Price wars Product substitution

Executive Summary Myer, the largest department store retailer in Australia, re-listed on the Australian Stock in November 2009. Howard McDonald (Chairman of Myer) declared an Offer to the investors in order to achieve Listing on ASX and provide Myer with additional financial flexibility to pursue growth opportunities, Since changing the ownership in 2006, Myer has been confronted by major transformations. Listing on ASX can help Myer improve access to capital markets, provide a liquid market for shares,provide an opportunity for employees and customers to invest in the company. Myer will have sufficient working capital, capital resources and liquidity to carry out its stated objectives on the completion of the Offer. This report is to evaluate the strategies that given in the prospectus and to provide some recommendations. First, a SWOT analysis will be given. The second part is stakeholder analysis of for five major stakeholders of Myer. The third part will select four strategic initiatives and evaluate its suitability and feasibility followed by the assessment of the impact on both stakeholders and shareholders. The fourth part is the recommendation to the management of Myer. Finally, a strategy map and Balanced Scorecard will be provided to better demonstrate the strategy that Myer should focus its attention on. 1. Introduction Myer, started from 1900, has become the largest department store in Australia. Myer has undergone a major transformation since changing the ownership in 2006. The strategy that Myer focuses are mainly on four parts which are new stores