Troubled times for Benson Group

This year Benson’s profits dropped by 25 % compared with the previous year. Today, Benson’s share price fell to just under $7 in anticipation of the results. Two or three years ago the share price stood at $10.

One of Benson’s biggest problems is that it lacks a clear image. Although some well-off customers have stuck to Benson through thick and thin, many others have moved on and now shop at Hi-Mark. These customers seem to prefer Hi-Mark’s tasteful décor and high-priced, exclusive goods. Another of Benson’s disadvantages is that its merchandise doesn’t particularly appeal to younger buyers. They prefer the self-service, down-market approach of Levinson Brothers - Benson’s other main rival. Both Hi-Mark and Levinson Brothers are profitable organizations. Hi-Mark’s strategy is, essentially, to maintain good profit margins on all its merchandise. Levinson Brothers, on the other hand, aim for high volume and lower margins.

All these organizations - Benson, Hi-Mark and Levinson Brothers - face a common problem. They are all aware of the threat coming from the new multiple stores – retailers like Classic, Marginal and Clique. These are ‘muscling in’ on the other groups’ traditional markets of clothing, home decoration and food. The new multiples have been very successful attracting to their stores fashion-conscious customers, both young and old. They seem to have the knack of offering exciting, stylish goods at prices people can afford.

Rising costs have been the main cause of Benson’s low profits. Stock levels tend to be high, but very often goods are not available when required by customers. At present, goods are kept in warehouses at each store. Benson is considering changing this system. It may build one or two huge distribution centers which will supply all the stores. This could be a less costly way of organizing its warehousing facilities. In addition, it has been suggested recently that service at Benson’s stores is not what it used to be. It is believed, also, that staff turnover and absenteeism is too high.

Unless Benson’s management take action soon to revive the company, it would seem that the future of the organization is bleak.

up-and-coming company – стабильно развивающаяся компания

fierce competition – жёсткая конкуренция

up-market – верхние эшелоны рынка

down-market – нижние эшелоны рынка

target consumer – целевой потребитель

well below expectations – гораздо ниже ожидаемых

on prime sites in the high streets – в лучших местах на главных улицах

disappointing, bleak, depressing – неудовлетворительная, удручающая

merchandise – товар

give-away prices – низкие (бросовые) цены

razzmatazz – шумные представления

on a concessionary basis – со скидкой

the layout of the stores – планировка универмагов

well-off customers – состоятельные покупатели

to stick to the company through thick and thin – быть преданным компании в

трудное время

to muscle in on the market – пробиться на рынок

multiple – универмаг

to have a knack of – иметь особый дар (талант)

warehousing facilities – складские помещения

staff turnover – текучесть кадров

absenteeism – прогулы

to revive the company – возродить компанию