The Competitive Tactic Of Friendship Group In Hyper-class Department Stores

Based on many years development by Friendship Shopping Center and other subsidiary's, Dalian Friendship Group has set up a systematic and reasonable business management system, gained a high reputation in hyper-class department stores in Dalian. So far the group has 4 hyper-class department stores.Along with the increasing of residential annual income, the China consumer capability and consuming grade increasing as well, therefore, China retail market obtains a big development in recent years. However, because the fully opening of China retail market, some regional leader companies gained a great development, therefore, the market becomes more complex. Since year 2004, many retailer giants accelerated their development step in Dalian, the competition becomes more intensive, Dalian Intime Department Store, Tongluowan Store and many other stores have already draw back from Dalian retail market. As a result, Dashang Group becomes the leader of Dalian retail market, MYKAL and Dalian New World Department Store also gain a big portion of hyper-class retail market. Friendship Shopping Center is now facing the problem on addressing, supplier management, human resource management and some business management rules which are not suitable for the retail franchise management.Hyper-class retail market business is the main business and cash cow for the company, it contributes a stable cash flow. In recent years the company's growing was slow down in this market, competitive capability becomes weak. Therefore, set up an efficient competitive tactic, improve competitive capability is the top urgent issue for the company.Through the analysis on inside and outside environment of hyper-class retail business for the Dalian Friendship Group, according to the market trend, competition environment, resource and capability of the company, this paper tried to recommend applicable tactic on franchise retail management, brand management, marketing management, supplier management, IT management, and human resource management, to help the company obtains up to date management system in these subjects, and set up a long term competitive advantage.