PORTER'S GENERIC STRATEGIES WITHIN DEBENHAMS GROUP

Porter's Generic Strategies within Debenhams Group

Cost Advantages Differentiation and Focus Hybrid

Debenhams opened its first store in 1905, and in 1929 listed its shares on the London Stock Exchange. Currently, Debenhams is one of the most important department store chain in the United Kingdom.

Debenhams operating margin is about 14% of sales, and sales will grow continuously to 2010, about 2 / 3%(Porter 2008). Debenhams opens up more and more stores and reconstruction of old, which is the actual trend (to store more used stores).

There is an opportunity to make the expansion of the product ...