Marketing Assignment 1

Strategies of The Just Group

Sean Galway s3546510

Executive Summary:

The purpose of this report was to investigate and analyse the operating environment of the Just

Group and its brand portfolio, and suggest marketing strategies based on the analysis. The

information used to write this analysis was researched from a variety of sources including the

Premier Investments Annual report for 2016, IBIS World and the websites of each brand in the Just

Group Portfolio. The information provided was used to write the analysis of the Just Groups brand

portfolios, through a TOWS analysis, Porters Five Forces and Boston Consulting Group Matrix. The

results of the analysis showed how the Just Group is able to hold significant market share in the

Australian Clothing retail market, and how each of the brands can be used to strategically grow the

Just Group. Through this analysis it was recommended that The Just Group grow their portfolio, with

a emphasis on key brands, Peter Alexander and Smiggle through entering new international markets,

as well as expanding their Omni-channel retailing through third party retailers to grow their

domestic market share as well as enter into new international markets.

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Contents

1.0 Introduction Page 3

1.1 Strategic Timeline or Historical Page 3
Perspectives
1.2 Geographical Scope Page 3
1.3 Brands, Markets and Products Offered by Page 4
The Just Group
1.4 Key Strengths and Weaknesses Page 4
1.4.1 Strengths Page 4
1.4.2 Market Share Page 4-5
1.4.3 Niche Products Peter Alexander Page 5
1.4.4 Wide Product Mix Page 5
1.4.5 Weaknesses Page 5
1.4.6 High Density Market Page 5
1.4.7 Global Markets Page 5
2.0 Analysis Page 6
2.1 Macro Environmental Analysis Page 6
2.1.1 Political Environment Page 6
2.1.2 Economic Environment Page 6
2.1.3 Social Environment Page 6-7
2.1.4 Technological Environment Page 7
2.1.5 Environmental Environment Page 8
2.1.6 Legal Environment Page 8
3.2 TOWS Analysis Page 8
3.3 Porters Five Forcers Page 9
3.3.1 Supplier Power Page 9
3.3.2 Buyer/Customer Power Page 9
3.3.3 Competitive Rivalry Page 9
3.3.4 Threat of Substitutions Page 9
3.3.5 Threat of New Entry Page 9-10
3.5 Boston Consulting Group Matrix Analysis Page 10-11
4.0 Recommendations Page 11
4.1 TOWs recommendations Page 11-12
4.2 Blue Ocean Strategies Page 12-13
4.3 Ansoffs Corporate Growth Strategies Page 13
References Page 14
Appendix Page 15-19

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1.0 Introduction

1.1 Strategic Timeline or Historical Perspectives

Just Jeans establishes its first store in Chapel Street in 1970, and since then has expanded

to own 7 brands and thousands of stores across 6 countries. Within its first 20 years of

operation it had already established 200 stores nationally, and opened its first store in New

Zealand. In 1993, Just Jeans secured its first acquisitioned in Jay Jays Jeans Warehouse,

which was rebranded to Jay Jays.

Just Jeans then went on to acquire Jacqueline Eve (Jacqui E) in 1994, Peter Alexander in

2000, Portmans in 2002, Dotti in 2004, and Smiggle in 2007.

In 2004, Just Jeans took on the name, The Just Group in order to represent their increasing

brand offering. In 2008, The Just Group was removed from the Australian Stock Exchange,

after Premier Investments Limited bought a controlling amount of shares of the Just Group,

making The Just Group a unlisted public company and would no longer be traded on the

Australian Stock Exchange.

1.2 Geographical Scope

The Just Group currently operates in 7 countries, Australia, New Zealand, United Kingdom,

Singapore, Hong Kong and Malaysia. The Just Groups 7 brands offer a wide product range

with each brand operating in a different Market. Out of The Just Groups portfolio, Peter

Alexander, Jay Jays, Dotti, Just Jeans, Jacqui E, Portmans currently operate in Australia

and New Zealand. Smiggle, the only non-clothing retailer in the Just Group portfolios

operates in the UK, Singapore, Malaysia and Hong Kong, as well as Australia and New

Zealand. Each brand operates hundreds of stores, totalling to over 1000 stores

internationally being run by The Just Group.