Management Essay

856 words - 4 pages

Company History:
Jarir Marketing Company is a Saudi company which is traded in the Saudi stock exchange (Tadawul). It has a paid up capital of SR 400 Million. The company is known as the market leader of office products, school supplies, books, computers and computer accessories in Saudi Arabia. Also, it is expanding its business in other GCC countries. Jarir Bookstore, the retail division, has more than 20 showrooms and 4 corporate sales offices, whereas, Jarir Marketing, the wholesale division, has 6 wholesale showrooms and 7 direct sales offices. Since it was formed back in 1980, Jarir achieved significant growth and profitability through its retail, corporate and wholesale operations.
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As a service company, Jarir had to adapt to the dynamics of the environment. They have to focus on successful implementation of the expanded marketing mix:
• People: As a retail store, people represent a major concern for Jarir. High levels of face to face encounters within their show rooms exist. The company has identified this input and started to work on strengthen itself to maintain its advantage. People within the marketing mix are divided into two groups, employees and customers. Jarir’s concern for its own employees begins within the recruiting process. When conducting personal interviews with candidates, the HR department makes sure that they fulfill the requirements to work in the service business. They train their employees regularly. Courses in marketing, personal behaviors and English are provided to new employees. The employees have a reward and bonus system which works on all the departments and the employees are being compensated according to their group work which enhances the teamwork performance for them. With regard to customers, Jarir Bookstore staff is providing training and education for the use of their purchases. Computer, mobile, printers and wireless networking setup are being done in the store based on customer’s desire. All of these steps are being done with the customer in order to help him use his purchases the way he like.
• Physical Evidence: Jarir make sure that their showroom environments are up to the standards. The layout of most of their showrooms is standardized to maintain an equal experience for customers who go to more than one branch. The external and the internal decorations of...

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