4.

1 ROLE AND FUNCTIONS OF THE DEPARTMENT: RETAIL SALES

SOURCE: ABFRL WEBSITE FIGURE: 9

PETER ENGLAND Peter England etched its beginnings in the latter half of the 19th century, when
the foundation for a five-storey building was laid in Londonderry, Ireland, in the summer of 1885. By
the turn of the century, the British war ministry placed an order with Peter England to outfit the troops
being sent to fight in the Boer War. This marked a turning point in the history of the brand. The order
meant that the highest quality apparel had to be delivered at a good price, a challenge that Peter
England met with outstanding success. Charged with the honourable duty of outfitting British troops
for battle, Peter England was born, donning the soldiers in the finest khaki. Since then, Peter England's
popularity has filled chapters of clothing history, by offering excellent quality at honest-to-goodness
prices. Today, Peter England is the largest menswear brand in India with over 10 million garments in
sales. Peter England has entered children’s wear, a line of clothing for boys and girls. Peter England
entered India in 1997 and was acquired by Aditya Birla Fashion and Retail in 2000. With a strong
foothold in the formal and causal men’s wear segments, Peter England also offers innovative
collections in denims, linen, festive wear, kurtas, accessories, and more. Peter England is a mid-
segment brand and offers shirts, trousers, suits, blazers and accessories.

4.1.1 Core value, mission and vision of the brand

The brand's vision is to become the most loved apparel brand of India offering clothes and accessories
of unmatched value, to help young consumers realise their full potential. Its core values lie in its goal
to be its consumers' preferred choice while being the country's most trusted as well as the most exciting
brand to be present in the retail sector.

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4.1.2 It is essential part of retail chain

Because the retail stores take over the cumbersome task of distribution of goods manufactured to the
target market, the manufacturer is relieved of this responsibility and can divert his resources to
manufacturing activities.
4.1.3 Stores the goods according to the market requirement

Peter England system team tracks complete demand and supply potential due to their years of
experience of sales through various stores. Hence it is one of the functions of stores is to balance the
demand and supply as per external market conditions.
4.1.4 Provides convenience in shopping

Peter England stores try to set up their shops nearby housing areas or near parks, schools – the areas
where the customer finds it very convenient to shop. This enhances the consumer welfare.
4.1.5 Generating employment opportunity for masses

Retail trade, especially the brick-and-mortar models, are human resource-centric establishments. They
require many employees for numerous functions such as stock taking, over the counter selling,
packaging, after sales services, floor management etc. Thus, retail sector thrives with lots of lucrative
employment opportunities for all the talented job aspirants.so if we look in to the brand, they gave
employment to many.
4.1.6 Hears the voice of the market.

The Peter England measures the pulse of the market by listening to the consumer feedback,
expectations, complaints, and by observing a shift in the tastes and preferences of the consumers, even
if the customer doesn’t buy anything after entering the shop, they will try to understand the reason and
report in software’s like loss of sale tracker of ABFRL.

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4.2 HIERARCHY AND STRUCTURE

SOURCE: ABFRL WEBSITE FIGURE: 10

4.3 DECISION MAKING PROCESS

Decision making is the process of making choices by identifying a decision, gathering information,
and assessing alternative resolutions. Using a step-by-step decision-making process can help to make
more deliberate, thoughtful decisions by organizing relevant information and defining alternatives.
This approach increases the chances that you will choose the most satisfying alternative possible.
Considering the scenario of Peter England there is a brand prescribed set of rules and formats to be
followed and is ensured by the store manager. From opening the store to till closing the store. There

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is a prescribed format and in some special circumstances the store manager is also have the authority
to make decision by his own and it have to be informed to the ARM or the concerned department later.
The ARM periodically visits the stores and ensures that everything is in the proper way.

Store manager have the authority to sanction leave or reschedule the time of working according to
the specific situation. And there is a set target of sales for every store calculated according to the sales
of previous year data and other micro factors and it is set by the ARM and the Store Manager is
responsible for attaining the target. For that the Store manager will split the targeted sales to Asst Store
Manager and CCA thereby ensuring utilisation of complete potentials of the store. Most of the times
if there is any change is needed the communication will be through mail.

4.4 DEPARTMENTAL CORE COMPETENCIES

4.4.1 Brand Value

Peter England is an upcoming brand and it is now becoming a great pride value in minds of people
because of legacy and quality apparel provided by the brand

4.4.2 EXPERIENCED DESIGN TEAM

Peter England has an experienced design team which understands the changing demands of the
consumer and innovates new designs and products

4.4.3 INTERNATIONAL FEEL

Although Peter England is an upcoming brand it gives an international feel because of the excellent
physical evidence in showrooms as well as the quality of clothing and the advertising. This
International feel therefore raises the expectation and satisfaction from the brand.

4.4.4 TRAINED HUMAN RESOURCE

Peter England staff are highly trained to deal with the customer with maximum support.

4.5 KEY RESOURCES

Key resources are the main inputs that a company uses to create its value proposition, service its
customer segment and deliver the product to the customer. These are the most important things a

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company need to have for their business model to work and business models are usually based on a
number of tangible and intangible resources. These are the main assets that a company, in particular,
requires to create the end product, and these are usually differentiated from the key resources being
utilized by your competitors.

4.6 DEPARMENTAL OBJECTIVES

4.6.1Sales and Marketing:

Increase brand awareness, expand customer base, and achieve sales targets through effective
marketing campaigns, advertising, promotions, and customer engagement.

4.6.2 Product Development:

Continuously innovate and develop new designs, styles, and product lines to meet changing customer
preferences and market trends.

4.6.3 Operations and Supply Chain:

Optimize production processes, streamline supply chain operations, and ensure efficient inventory
management to minimize costs, improve product availability, and enhance customer satisfaction.

4.6.4 Retail Operations:

Enhance the overall retail experience, optimize store layouts, improve visual merchandising, and
provide excellent customer service to drive footfall, increase sales, and foster customer loyalty.

4.6.5 E-commerce and Online Presence:

Develop and enhance the online platform, including the website and mobile app, to provide a seamless
shopping experience, expand the digital customer base, and increase online sales.

4.6.6 Quality Control:

Maintain high product quality standards, conduct regular quality checks, and ensure compliance with
relevant industry regulations and standards.

4.6.7 Human Resources and Training:

Recruit and retain skilled employees, provide ongoing training and development opportunities, foster
a positive work culture, and promote employee engagement and productivity.

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4.6.8 Financial Performance:

Achieve financial targets, manage costs effectively, optimize profitability, and maximize return on
investment for shareholder.

4.7 KEY RESULT AREAS

The world markets are consolidating and competitors are pushing the boundaries of productivity and
value, emphasizing the focus on results. This is one of the main reasons the Key Result Areas model
plays a vital role in many companies’ leaders’ decision-making process. If we look in to the key result
area the major things that can be seen as follow.

4.7.1 Sales

In any organisation, the sales department plays a pivotal role in the success of the business. The unique
and important role of sales is to bridge the gap between the potential customer’s needs and the
products/services that the organisation offers that can fulfil their needs. Here in store the final intention
of organisation actually satisfies which means the store satisfy the need of customers by selling the
apparels and the whole process of organization become meaningful. `

4.7.3 Branding

The presence of stores on various parts of the county will act as brand Ambassadors. It makes the
customers to think about the brand and on continuous presence of these journey will increase the
conversion rate of the customers faster.

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