External and Internal Environment Analysis Essay

1123 Words Aug 28th, 2011 5 Pages
External and Internal Environmental Analysis
DSW is the leading footwear specialty retailer in the United States operating 305 shoe stores in 39 states as of January 30, 2010. The shoe warehouse offers a wide assortment of better-branded dress, casual and athletic footwear for women and men, as well as assessories. The company’s main focus is to create a distinctive shopping experience that satisfies both the rational and emotional needs of DSW customers by offering a vast, exciting assortment of in-season styles combined with the convenience and value they desire (DSW, Inc. 2009 Annual Report).
External Environmental Factor in the Remote, Industry, and External Operating Environments
Part of DSW’s external environment factor in the
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This is time consuming and aggravating to the customer. Sometimes customers are not able to locate his or her order on the internet after placing an order. When this occurs, customers are directed to another website to report this problem. The period when the customers cannot find his or her order is brief, yet fustrating having to go through the motions of tracking the order. Customers have found that when he or she is not able to access certain DSW websites, its because DSW has websites where customers have to download certain software. This becomes a problem for certain customers because they believe that they should not have to deal with this kind of problem. The customer believes that if the company wants customers, new or old, to use their website, DSW should make it more accessable to the customer.
DSW’s Competitive Position and Possibilties
DSW views their primary competitors to be department stores and brand-oriented discounters. DSW also competes with the mall-based shoe stores, national chains, independent shoe retailers, single-brand specialty retailers, online shoe retailers, and multi-channel specialty retailers. Many of DSW’s competitors offer a limited assortment of higher prices footwear in a less convenient environment than DSW does and the competition has fewer rewards than DSW’s Reward Program. DSW competes against retailers who have tried to imitate DSW because the competition offers

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