Employee morale at St. Laurent looks very poor. If Daniel Pink were to visit
the TM hypermarket there he would find little evidence of his three intrinsic
motivators - autonomy, purpose and mastery. However, if he were still alive,
motivational theorist Taylor would certainly approve of the autocratic, scientific
approach to motivation being taken by TM.
The one thing you can say about working at TM is that employees and
managers know what is expected of them and where they stand in the organisational
hierarchy. However, there is clear evidence that this hard approach to human
resource management is building significant resentment. A key question to consider,
therefore, is whether TMs HRM strategy is increasingly becoming a significant
weakness in the business.
Unit 3: Finance and accounts
We are provided with very little financial information about TM. Prepare for
that to be provided as additional information in the Paper 1 exam.
It is likely that you could be asked to look at some summary financial
information for TM. Remember that lines [86-87] state that the [MBA] case study
contains financial information for TM, which Henri uses to calculate financial ratios.
He is shocked.
Why might Henri be shocked? There are some possible clues in the case.
Suppliers are said to have been persuaded to have given TM even more
favourable purchasing terms. Might that be reflected in a very high creditor days
figure, which, it can be argued, is evidence of TM not acting ethically with suppliers.
Might Henris shock be related to TMs liquidity ratios. Remember that large
supermarkets often have a very low current ratio, since they have very few trade
debtors (customers pay in cash); relatively low stocks, and very large amounts owed
to suppliers (trade creditors). TMs current ratio might be extremely low, but is Henri
right to be shocked?
Another possible cause of Henris shock may lie in the profitability ratios for
TM. Perhaps the gross profit margin is much higher than he expected? Perhaps TM is
earning extremely high overall profits, which might seem somewhat unfair to staff
and management at St. Laurent who are paid so little.
Unit 4: Marketing
It is often said that marketing success in retailing is all about three factors:
location, location and location. However, for TM there is a different recipe for success
price
Price is the dominant part of the marketing mix for TM and is the foundation
for its growth so far. It has one, simple aim: to have the lowest prices in the market
and every aspect of the business (particularly operations and HRM) is organised to
support that aim
TM is a classic low-cost operator or discount retailer. Customers associate
TM with value. So, in order to keep its competitive advantage, it is essential that TM
operates as efficiently and cost-effectively as possible.
In recent years however, another element of the marketing mix has started to
become more important: product. Extending the product range first to a wide variety
of non-grocery goods (e.g. automotive parts, office supplies) and then to a range of instore services (e.g. pharmacy, banking) has enabled TM to make full use of its large
hypermarkets. TM has aligned low prices with wide product range. No wonder that
when a TM hypermarket opens in a new location, other local retail businesses suffer.
They struggle to survive, let alone compete.
This powerful combination of low price and one-stop shopping might seem to
be unbeatable. However, TM faces a threat from e-commerce which it seems TM has
been slow to embrace.
Where will future growth come from given that TM has already expanded its
geographical reach outside South America (market development) and significantly
expanded the product range (product development). The next phase of growth looks
like it will come from a possible expansion into Asia. Depending on how TM decides
to expand into Asia, this could be a high-risk strategy. Many MNC retailers have
come badly unstuck in Asia believing that their marketing mix would work in markets
that turn out to be much more competitive and harder to enter than they first thought.
In the exam, make sure you are prepared, if asked, to analyse the different options
open to TM.
Unit 5: Operations Management
To understand TMs approach to operations management you need to link it to
its aim (lowest prices) and organisational culture (low cost).
TMs operations are managed in order to support operating at the lowest
possible cost. Non-core activities have been outsourced (and no doubt those suppliers
have been squeezed too). Lean production is the strategy, looking to cut out waste and
minimise the amount of stock in the business.
However, it is the scale of TM that is perhaps the most important factor in the
business operating efficiently. There are clear economies of scale benefits to TM from
being a market leader, not the least being the ability of the business to negotiate the
best purchasing terms from suppliers.
Henris MBC class study of TM suggests that customized production is a
significant threat to TM. Really? To a hypermarket retailing business? No. Much more
significant is the growing influence of e-commerce and the implications of that for
TMs operations. That is where the real threat (or opportunity) lies.