According to Katherine Bahamonde Monasebian, chief digital and technology officer
at Barneys, “It’s easy to say Amazon killed department stores, millennials killed
department stores, but it’s actually a confluence of a lot of things.” (BOF – April
2019). “For way too long, bricks-and-mortar retailers have allowed their stores to be
warehouses full of product with a till at the door and poor service,” says Sergio
Bucher, ex chief executive of Debenhams (Drapers Sept 2018).
Debenhams is a UK department store who has seen turbulent times in recent years.
The restrictions imposed by the UK government amid the Covid-19 outbreak pushed
Debenhams to file a notice to appoint a “light touch” administration and furlough
most of their 22,000 employees. Once the restrictions were lifted, Debenhams
resumed trading in around 90 stores in England on 15 June, with a remaining 30 UK
stores planned to open at a later date. Drapers 28th May 2020. “In the context of a
retail industry undergoing profound change, the management team is working on the
future shape of the group, with a view to seeking an exit from administration as a
going concern. With a leaner and more flexible operating model, Debenhams will
have the ability to adapt to what are likely to be fundamental shifts in the future
trading environment.”
The 3,000-word report should outline your research findings and recommend
strategic actions that Debenhams should have taken in the past and could take in
the future to secure business success and their survival. Drawing on lessons learnt
in completing the simulated game and on your knowledge of Debenhams strategy
past and present, evaluate actions taken by Debenhams in an attempt to survive as
a business. Draw comparison from competing department stores (both physical and
digital) and analyse the actions they have taken to secure their future. In appraising
Debenhams strategy, review the department store model and evaluate the future of
this fashion retail business model.
->> I have started to write the report, but under estimated the time I need, pls finish the report Chapter 2, Chapter 3 plus Conclusion – for conclusion pls add aim and 2 or 3 objective in introduction part !!
–> Pls add references in Text and Reference List
–> Useful sources – Word document include web links to useful information, to help save you time
-> Strategic Theories have to be used in Chapter 2 (AOM strategic Toolkit in attachment might be useful)

-> I have added powerpoint presentation of lectures with useful information and links to annual report etc.
(Can be used as references)
-> Pls add pictures, frameworks, etc for strategic theories, if you do tables figures for your own pls put them in apendix whereby i would really appreciate one in text
–> Keep in mind Debenhams (Department store has gone into administration and hired a firm to prepare for liquidation now, has been a public company before, now owned by a financial institution)
–> MSc AOM extended Brief E2 states what you need to write about!! (Attachment)
Chapter 2 (approx. 800 words)
• An investigation into Debenhams corporate strategy, past and present –
underpinned with strategic theories.
• Comparison to be drawn between Debenhams strategic approach and other
competing retailers. (John Lewis and Marks&Spencer)
Chapter 3 (approx. 800 words):
• Discuss research findings in light of Debenhams strategy by presenting key
themes that emerged from your research, assessing the effectiveness of
Debenhams strategy and their current business model in securing their future.
• Evaluate potential challenges (current and predicted) faced by Debenhams
and recommend actions that Debenhams could implement to secure its
survival.
Conclusion (approx. 300 words):
• Address the aim and objectives.
• Discuss limitations (research and other).
• Suggest areas for further research.
Pls, add aspects you find to SWOT analysis its marked red.