7 C'S OF JOHN LEWIS

7 C's of John Lewis



7 C's of John Lewis



Introduction

For this assignment which is about seven C's, I have chosen John Lewis which is amongst the well-known and the highest selling retailers in the United Kingdom.

Background of the John Lewis

John Lewis is a very well-known British multi-national merchandise retailer which is headquartered in the United Kingdom. In the ranking, it comes under the category of the some largest in the whole world in terms of retailing which is according to a measurement by its revenues. John Lewis comes under the category of chain of several upmarket departmental stores which are operating its functions across the Great Britain. The chain of departmental stores is possessed by the huge partnership of John Lewis and the first departmental store of it was opened in Oxford Street of London in the year 1864. John Lewis increased its diversity of retailing in the areas of books, electronics, clothing, software, furniture, petrol, internet services, furniture, telecoms, financial services, music downloading, and renting of DVDs (Balchin, 1993, p. 43).

With the introduction of these new retailing, John Lewis then changed its strategy of selling and became as a retailer of sell 'em cheap' strategy and by that it succeeded and grew the chains of it in just the period of 15 years.The supermarket was first founded in the London, England and then it expanded speedily in the Victorian time era. It expanded a lot and emerged as one of the largest retailers with a pioneer self-service facility of retailing in the United Kingdom (Palmer, 2004, p. 1085). Soon in 1980s, the company reached at its peak of the success and by the year 1995, John Lewis was the amongst the market leaders by overtaking many retailers of the UK.

7 C's of the John Lewis

Conventionally the theories of marketing mix are synchronized effectively and efficiently just by the emergence of 4 Ps and 7 Cs strategies due to the revolution of the internet as it has totally changed the ways in which the products are offered to sell and reach to its final consumers. It is now a reality that consumers now from every corner of the world are using internet for researching and then making purchases of products and services online just by one click without moving anywhere and in least time (Anon, 2004, p. 69). Retailer and superstores now require some online strategies for attracting and retaining its customers, and for this purpose they are initiating e-marketing mix theories to consider the main components of presenting products and services to the consumers by just one click on the internet.

The retail marketing mix of John Lewis is based on 7 Cs which are: Communication, Cost, Commodity, Consumer, Corporation, Channel, and Circumstances. Some information regarding the 7Cs have gathered through filling the quesstionairre by some people. In terms of its communication, they respect the interest of all their stakeholders and listen and respond immediately to their every ...