Prepared for Simon H. | Delivered December 5, 2019
Competitive Landscape: Australian Homewares Market
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To provide a competitive landscape of the top 10 brands (Kmart, IKEA, Myer, Target, Big W, House, Harris Scarfe, David Jones, Woolworths, and Bunnings) in the Australian homewares market in order to use this information for a market strategy.
1. Kmart Australia
Overview of the company:
Kmart, established in
, is a departmental store chain operating in Australia and New Zealand with over 230 stores in both countries.
It is headquartered in
, Melbourne, Victoria, Australia.
The company offers a variety of
and fashion products at cheaper prices.
Kmart Australia operates as a subsidiary company of
It opened its first store
in 1969 in Burwood
are working in Kmart Australia.
The company's official website can be accessed
product offerings include
merchandise such as kitchenware, appliances, home entertainment equipment, furniture, toys, sport & recreation supplies, clothing, footwear, home improvement products, health & beauty products, books, stationery, pet supplies, jewelry & watches, electronics, games & DVDs, and garden supplies.
The company's overall revenue is estimated to be
Kmart's target group is families, especially
mothers and kids
We were unable to find Kmart's homewares segment revenue in specific. We applied our first strategy by looking for the official annual report published by Kmart. However, we were unable to find Kmart's annual report in this one-hour research. We were able to find the
of the parent company, Wesfarmers, in this research. We analyzed the full report to see if there is any segment-wise presentation of Kmart's revenue. We were unable to identify the homeware revenue with this strategy. We were only able to find the group's revenue.
Our second strategy was to look for credible media articles and third party revenue estimate providers to find Kmart's homewares segment revenue. However, we were only able to find the total revenue information of the company.
We also tried triangulating the revenue generated by Kmart's homewares segment by finding the percentage share of Kmart's homewares sales or a similar metric to calculate the revenue amount. We were unable to triangulate the numbers due to a lack of information on the variables required for the calculation.
Hence, we have provided a total revenue of Kmart in the research above.