Jht2 Task 3

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JHT2 Business Simulation Game Task 1 Western Governors University JHT2 Strategic Management Task 3 A. Evaluating the industry environment for Dawson’s Fixit: Auto Parts and Service. Introduction Dawson’s Fixit has been a staple in Nashville, TN since 1939. They were an early innovator of mixing retail and service. Joe Dawson opened an auto parts and tire store attached to his service garage to cater to “tinkerers” who preferred to work on their own automotives. Today it competes with national brand competitors locally by affiliating itself to the National Automotive Parts Association (NAPA) to offer warranties and replacement. Dawson’s markets its history as a family owned company to gain the trust of consumers and sells both new parts and the installation and warranty services that accompany them. They also sell tires and wheels and accessories like sound systems. Their direct competitors consist of other auto parts stores that sell direct to consumers, big chain retailers that offer basic parts at discount prices and salvage yards that sell used parts direct to consumers. Other direct competitors are service centers that don’t sell parts to consumers but the sell installation services (and keep an inventory of parts themselves). Indirect competitors are new/used vehicle dealerships. An auto part store is immediately affected when one of their customers decides to stop maintaining their current vehicle and purchase another one. A1. Market Growth Rate: ONE Dominant economic feature There are several dominant economic features in the retail industry but because of the dramatic rate that cars on the road are increasing and the length of time a vehicle stays on the road is increasing; market growth rate was chosen to be highlighted. Market growth rate is “[t]he increase in size or sales observed within a given consumer group over a specified time frame.”

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