Competitive analysis
Myer has many competitors in the $18.8 billion department stores market (IBISWorld 2016). But in the up-market department store aspect, the main competitor is David Jones, which has 10.3% market share.
David Jones was founded in 1938, it is one of a fashion leader in Australia, DJs has 39 stores located over Australia. In 2014, DJs agreed to be taken over by Woolworth South Africa for $42.5 billion. The target market for DJs is household consumers, which is similar to MYER. However, DJs recently specified their target market to three aspects, which are daughter, mother and grandmother, respectively. DJs also offer variety of products, aiming to remain competitive, DJs managed to reduce prices by up to 60% for parts of
Myer has many competitors in the $18.8 billion department stores market (IBISWorld 2016). But in the up-market department store aspect, the main competitor is David Jones, which has 10.3% market share.
David Jones was founded in 1938, it is one of a fashion leader in Australia, DJs has 39 stores located over Australia. In 2014, DJs agreed to be taken over by Woolworth South Africa for $42.5 billion. The target market for DJs is household consumers, which is similar to MYER. However, DJs recently specified their target market to three aspects, which are daughter, mother and grandmother, respectively. DJs also offer variety of products, aiming to remain competitive, DJs managed to reduce prices by up to 60% for parts of