MBA PROJECT STATEMENT

(Strategic Management)

AQF LEVEL 9

Harold Mollaneda

A001641857

An analysis of the corporate strategy of Harvey Norman and JBHifi and their strategic
competitive advantages
Commented [SB1]: Though the proposal indicates good
project potential, yet you will need to adopt a critical and
evaluative angle. Also, research methodology need
appropriate justification.

Word Count: 533

Background: Commented [SB2]: It could have bit more focused
covering the organisations details and some references
need to be provided as well.
The retail industry in Australia is a very competitive industry. Profit margin is almost at the
barest minimum. Retailers try to find the best possible suppliers that give them the lowest
prices to stay competitive. Some retailers would even go as far as selling goods at cost to get
a return on the rebate from the suppliers. Some retailer management have even disguised
rebates as profits as was in the case of the now defunct Dick Smith.

Project topic:

The competitive nature of the electronic retail industry brings us to analyse and highlight
the corporate strategy between the 2 leading electronic retail stores in Australia, Harvey Commented [SB3]: Use word, if less than 10

Norman and JBHifi. This study will highlight each of their sustainable strategic competitive
advantage that would set the 2 companies apart. Their range of products are from
Computers, Tablets, TVs, Cameras, Hifi stereo, Speakers, Car Sound, Home Theatre,
Portable Audio, White Goods, Cooking Appliances and air-conditioning. Both companies Commented [SB4]: Would go to background

have almost the same number of stores scattered all over Australia and they have similar
pricing across their range of products. Commented [SB5]: Background, reference required

The first company JBHifi Limited is an Australian public company was founded in 1974 by Mr
John Barbuto as a hi-fi equipment retailer in East Keilor, Victoria (JBHifi n.d.). He sold the
company in 1983. In 2000 the company was purchased by a private equity bankers and
senior management. In 2003 the company was listed in the Australian Stock Exchange under
the ASX code JBH. Today JBHifi derives its revenue from retailing consumer electronic
products and home entertainment equipment. Commented [SB6]: These could be covered in the final
project. In the proposal, this space was better utilised for
highlighting project issues.
The second company Harvey Norman Holdings is an Australian public company which was
founded in 1961 by Gerry Harvey and Ian Norman and opened the first Norman Ross
department store (Harvey Norman n.d.). The first Harvey Norman store was opened in 1982
in Auburn, New South Wales. In 1987 the company Harvey Norman Limited, was listed in
the Australian Stock Exchange under the ASX code HVN. Harvey Norman has a total of 194
stores in Australia and 86 overseas, company owned Commented [SB7]: Same issue here
Literature review: Commented [SB8]: Accepted

A strategic analysis on relevant factors in which a company operates in a broad macro-

environment that comprises the six principal components which are the Political factors,
Economic Conditions, Sociocultural Forces, Technological Factors, Environmental Factors
and Legal / Regulatory conditions, which is commonly called the PESTEL analysis.

Purpose of the research:

The purpose of the research is to find out the competitive strategy that each of the
company is using to gain an edge in the fiercely competitive electronic retail environment by
comparing the 2 leading electronic retailers in Australia and to apply the said strategies
where applicable to a growing electronic retail company. Commented [SB9]: You can only recommend, application
is nor researchers job

Research method: Commented [SB10]: You have provided sufficient detail.

A comparison between two external organisations JBHifi and Harvey Norman is going to be
conducted with data gathering using secondary data found online. This is done by searching
for journal articles of publicly listed prospectus, Marketing analysis, and Competitive
strategies in retail as some of the search examples to obtain secondary data for analysis.
Presentation of findings based on data gathered with the PESTEL analysis applied on the
relevant sources gathered.
However, please note, in your Final Project Report you will
need to expand on this as the methodology by justifying
your selection with references to the academic research
literature a bit more. Also, industry reports sources need
to be listed.
Commented [SB11]: Some grammar issues

Conclusions and recommendations are done by summarising the project showing that the
purpose of the project has been met.

References: Commented [SB12]: References should be used for in-

text citations.

Harvey Norman Holdings n.d. Company Profile, viewed 4th November 2017.

http://www.harveynormanholdings.com.au/pdf_files/Company_Profile_2012.pdf

JBHifi Group Pty Ltd n.d. About us, viewed 4th November 2017.

https://www.jbhifi.com.au/General/Corporate/Consumer-Matters/About-Us/