MOTHERCARE GROUP

Mothercare Group

Mothercare Group

Introduction

Mothercare plc is one of United Kingdom's largest retailers that specialises in products especially tailored for to-be-mothers and children up to the age of eight. It is a renowned brand around the world with franchises in over 50 countries globally. Founded by Selim Zilkha, in early 1960s, today Mothercare plc is also listed on the London Stock Exchange and is a vital component of the FTSE 250 Index. Apart from its high street stores all across Britain, Mothercare group also operates online as mothercare.com and has a social networking website, popularly known as gurgle.com. According to the Novemeber 2009 statistics Mothercare group reportedly owned more than 1,060 stores worldwide, operating in 38 other countries. (Mothercare plc 2008)

Mothercare's expansion journey further continued in 1982 when it was merged with Habitat to form Habitat Mothercare plc and then in 1986 with British Home Stores (BHS) under the name Storehouse plc and subsequently acquired Children's World from Boots in 1996, renaming all of the superstores Mothercare World stores. (Mothercare plc 2008)

2007 was allegedly quite a remarkable year for Mothercare. During this year it not only acquired Early Learning Centre for £85 million but also inaugrated its social networking website; Gurgle.com. This website has helped Mothercare group to reach more than a hundred parents worldwide by offering them useful tips on pregnancy, parenting, baby names and other such issues. A few years later, in 2010, Mothercare also purchased the trademark of its once privately owned rival Blooming Marvelous. (Mothercare plc 2008)

This report starts by shedding some light on the background of Mothercare group, followed by evaluating its current market position and performance. Moreover, it not only delves into identifying its existing and potential customers both home and abroad but also tries to analyze its current marketing strategy and marketing mix. (Rugman Alan, Brewer Thomas, 2001)

Background

Ever since its inception in early 1961 in Surrey, Mothercare has gained popularity as one of UK's largest retailer, specializing in products for mothers-to-be, infants as well as children up to the age of eight. “A business which once merely concentrated on maternity clothing, nursery furniture and push chair have successfully expanded over time and stretched out onto areas such as home furnishing and furniture, feeding, bedding, travel equipment and toys. Today, the Mothercare group competes internationally with its two iconic retail brands; Mothercare and the Early Learning Centre. With a vision to cater to both parenting and children alike, Mothercare group has earned itself a long lasting reputation for not only quality and specialism but also safety and innovation” Over the years, the Mothercare group has successfully earned a name for itself through its retail franchises not only in the United Kingdom but also in areas like Africa, Far East as well as Europe. Moreover, as a result of its tremendous international success, the group now operates not only directly through the UK stores but also utilizes other efficient means of reaching its consumers such as mail order, online sales as well as franchising in different parts ...