HMV Case Study
INTRODUCTION
This case study is based on HMV which is one of the largest retailers
of music, DVD, videos and games world wide with a large number of
stores in major cities in the world.
This investigation covers the different aspects and activities
involved in the running of the business this includes the main
departments and their various activities and their functions. It also
contains an in-depth explanation of HMVs customer service and how the
activities are carried out in this department its functions, and how
it relates to the other departments.
This investigation is one of the many stores in the U.K it is located
in Woolwich and it is a medium sized store with about 30 to 35
employees.
As a business HMV s main activity is selling music and music related
products each HMV store sells CDs, DVDs, videos and posters. They also
stock all the major consoles like x box, play station 2 and game cube.
Over the years HMV has made use of the World Wide Web to market and
sells its goods it has various websites by which customers can buy its
goods and services over the internet, this has various advantages
because it is safe fast and the goods can be delivered within a week
saving the customer time and resources.
The store has various departments and each carries out its own
activity and function each is equally important to the running of the
business each of the department and functions work towards
Marketing
Finance
Administration
Customer service
Human resources and personnel
Finance
All these activities pertain to the business
MARKETING AND SALES DEPARTMENT
The marketing activities of a business are designed to ensure that
there are potential customers who know about the business and its
goods or services, and who wants to buy these products it is also has
to aim to maximise profits and the businesses potential by finding new
areas and discovering different aspects which may make the business
successful.
Market research
Hmv has to carry out market research to find out what the market
needs and what the public and customers think of the business its
products and services and the general aspects of the business market
research can be carried out in different methods in which it can be
carried out e.g. questionnaires, they can ask specific questions to
find out what the customers require and think of the business.
The methods involved in market research:
Once Hmv decides on its target customers, the next stage of the market
research is to choose the methods of research
There are two methods which are usually taken up
These are: field research which is data directly collected from the
market is used, this is also known as primary data
Hmv uses its sales figures of a particular product to carry out its
field research; this is also done by carrying out analysed test to
find out the public and customer’s reaction before a new product is
introduced...
