CASE STUDY

Alpha & Omega Christian Bookstore



Alpha & Omega Christian Bookstore

Introduction

Alpha & Omega Christian Bookstore was opened by Christina Donyell in 1978, in Virginia, and became successful soon after its inception. Therefore, Alpha & Omega Christian Bookstore had hundred stores in 2004 all over the United States. However, the stores dropped off in the recent years because of a declining economy and increased competition from discount retailers like Wal-Mart and online retailers like Amazon. Since Alpha & Omega could not compete, a team of consultants from Regent University was called. The team found out four problems that included adeptness towards change which was low, roles of supervisors and managers, low Cooperation within Stores and long term strategy of the company which needed to be changed. The team also gave some recommendations which included reorganization of the structure of the store and the districts.

Analysis of Alpha & Omega Christian Bookstore

The first store of Alpha & Omega Christian Bookstore was opened by Christina Donyell in 1978 in Norfolk, in Virginia. Since she was eager to start her own business, she borrowed money to open a store which soon became successful. Donyell always aimed to serve the customer well, and since she had selected an informal setting, the employees enjoyed working. This resulted in growth which was further expanded when the demand for Christian books, music, church resources, and gifts industry increased. Alpha & Omega Christian Bookstore had hundred stores in 2004 all over the United States. Therefore, the headquarters were also moved in 2002 to Virginia Beach. The change took place in order to handle the merchandise, financial, purchasing, real estate, and legal affairs of all the chain.

Pre-Consultants

Post-Consultants

Company had three regions; southern, southeastern, and southwestern.

Regions were further divided into three districts that had ten to twelve stores.

Vice President managed each region and district supervisor reported him.

Every district had three lines of authority which were based on functional specialty.

Competition from online stores and discount retailers served as a threat, therefore, consultancy team.

The team of consultants suggested the following problems and recommendations.

Problems:

Adeptness towards Change

Roles of Supervisors and Managers

Low Cooperation within Stores

Reevaluation of Long Term Strategy

Recommendations:

Reorganization of the structure of the store and the districts.

Prior to the consultant's visit

There were three regions in which the company was divided which were southern, southeastern, and southwestern and all three of them were further divided into three districts that had ten to twelve stores. Each region was managed by a Vice President, and under him was the district supervisor who managed every district. Every district had three lines of authority, which were based on functional specialty. Although the business was doing very well, the stores dropped off in the recent years mainly because some of the leading factors that included a declining economy and industry and increased competition from discount retailers like Wal-Mart and online retailers like Amazon. These bought a lot of competition in the market because of which Alpha & Omega was unable to ...