Market Analysis of House of Fraser House Essay

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Market Analysis of House of Fraser

House of Fraser was founded in 1891 by James Arthur in Glasgow. Originally a drapery shop, the store quickly expanded and by the end of 1891, the entire Fraser family was investing in the company. At this point, the store was renamed to Frasers & Sons. Over time, the store expanded from selling draperies to selling clothing, shoes and other department store apparel.

The company has continued to grow through the purchase of smaller companies. In 2005, House of Fraser aquaired Jenner's department store and in 2006 it took over Baugur. In 2008, the company had three new openings in London, Belfast and Bristol. The company continues to grow and is a ripe competitor.

House of Fraser is ranked high in the market overall with its six major competitors being Marks & Spencer, John Lewis, Harrods, Debenhams, Selfridges and Fenwick. John Lewis is by far the most immediate competitor with House of Fraser.

As can be seen by the above chart, John Lewis has a lower but more consistant gearing than does House of Fraser indicating a tighter ratio of debt to equity.

Additionally, John Lewis has a higher overall liquidity with a ratio of .474 compared to House of Fraser as .494.

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When compared with the rest of the market competitors, House of Fraser consistently performs fourth regarding mixed goods and department store market shares. The closest competitor to House of Fraser is Harrods with a 2.4% mixed goods market share and a 5.8% department store market share.

When comparing overall number of outlets, House of Fraser has the third largest number of outlets in the UK and Irland with a total market percentage of 8.2%. Mark & Spencer is leading the market with 46.1% of the market's percentage. The closest competitor to House of Fraser is TJ Hughes with 7% of the overall number of outlets percentage.

With regard to the overall sales market share, House of Frazer is fourth with 5.9% of the total sales market share. Once again, Mark & Spencer is leading the way with 37.4% of the total sales. The closest competitor to House of Fraser is Harrods with a total market share of 4.7%.

As can be seen, the company House of Fraser is a healthy, growing company with a long history of stability and improvement. In recent years, House of Fraser has expanded its horizons into the internet….....

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