Select a retailer in irish market and discuss how that retailer's strategy has evolved over the last two decades.

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One of the prominent retailers in the Irish market is Dunnes Stores. Dunnes Stores is a privately owned Irish company with over 152 stores across Ireland, Northern Ireland, and Spain. The retailer has been in operation since the 1940s and has undergone significant changes in its business strategy over the last two decades.

In the early 2000s, Dunnes Stores was primarily known for its value proposition. The company focused on providing customers with low-cost products, which resulted in its reputation as a discount retailer. Dunnes Stores also operated a wide range of product categories, including groceries, clothing, and homeware. However, this strategy led to an inconsistent brand image, with no clear focus on any particular category.

In the mid-2000s, Dunnes Stores underwent a significant transformation in its business strategy. The company began to focus on expanding its range of products and developing its private label offerings. This shift towards a more premium offering allowed the company to differentiate itself from competitors and build a stronger brand identity. Dunnes Stores also invested heavily in its store design and layout to improve the customer experience and creating a more upscale shopping environment.

More recently, Dunnes Stores has further evolved its strategy by placing greater emphasis on e-commerce and digital marketing. The company launched its online store in 2013, and since then, has continued to invest in its digital capabilities. Dunnes Stores has also leveraged social media platforms to engage with customers and promote its brand.

In summary, Dunnes Stores' strategy has evolved significantly over the last two decades. From its initial focus on value pricing, the company has shifted towards a more premium offering with a focus on private label products and improved store design. More recently, Dunnes Stores has embraced e-commerce and digital marketing to remain competitive in an increasingly online retail landscape.

Price Setting Based on Value (Early 2000s)

Dunnes Stores' value promise became famous in the early 2000s. The store carried inexpensive food, garments, and household goods, among other things. However, this approach resulted in a company image that was all over the place and not particularly strong in any one area. This meant that Dunnes Stores had to contend with a lot of rivalry from other discount stores.

Premium Product Phase 2 (Mid-2000s)

Dunnes Stores experienced a major shift in its business strategy in the middle of the 2000s. The business started paying more attention to growing its private label and other product lines. The business was able to set itself apart from rivals and establish a stronger brand identity thanks to this shift towards a more premium offering. Dunnes Stores has made significant upgrades to its store design and layout to provide a higher-end purchasing experience for its clientele. To appeal to a more discriminating clientele, the store started to specialize in certain product categories, like clothing.

Step Three: Integrating Electronic Commerce and Online Promotion (Late 2010s - Early 2020s)

Over the past few years, Dunnes Stores' approach has shifted to prioritize online sales and advertising. In 2013, the firm opened its virtual storefront, and ever since then, it has been heavily investing in its digital infrastructure. Social media has been a powerful tool for Dunnes Stores in its efforts to connect with consumers and spread the word about the store. The shop also offers an online-order-pickup option (called "click-and-collect") for its customers' convenience. Dunnes Stores has been successful in today's increasingly online retail environment thanks in large part to the company's dedication to e-commerce and digital marketing.

Dunnes Stores has transformed its business model considerably over the past two decades, shifting from a value-driven retailer to a premium brand with an emphasis on private label goods and enhanced store design. The business has shown its dedication to meeting the needs of its customers by recently embracing e-commerce and digital marketing.

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