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Unit 29 Understanding Retailing - P4
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Unit 29 Understanding Retailing - P4
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Unit 29 – P4 Kojar AhmedWhenever a business or store atempts to either build an asset such as a building or acquire a new
location, they must consider certain aspects o government policy regarding planning guidance and
planning policy statements. Government policy can have an infuence on the macro-environment o
retailers. For example, political decisions can impact on crucial actors such as education and health
issues affecting the work orce. One aspect that impacts businesses, especially ones such as John
Lewis, is trading hours. The Sunday Trading Act 1994 governs a retailer’s right to trade on a Sunday.
The Act allows shops to open, but restricts opening times o larger stores o more than 280m to a
maximum o six hours. Most shops opening on a Sunday tend to open 10am to 4pm. I John Lewis
was unable to trade during these hours, they may lose out on a large portion o their income or
partners.
Planning Policy Statements (PPSs) set out the policies o the Department o the Environment on
particular aspects o land-use planning, this applies to the whole o oorthern Ireland and England.
Their contents must be taken into account in preparing development plans and are also material to
individual planning applications and appeals.
Government Policy dictates other aspects o John Lewis, or example, government policy dictates
how much VAT they have to add onto their items. As well as this, policy also dictates how much tax
they are required to charge their employees. John Lewis is also required, like many other businesses,
to pay a percentage o tax rom their overall profts, this depends on how much they make annually.
Retailers are subjected to external infuences over which they have no control. These external
infuences are also known as macro-environmental actors and can include
• changes in consumer and business confdence
• changes in the housing market
• developments in employment levels.
Success ul retailers are the ones that anticipate these infuences and react accordingly. External
actors should not be ignored as they may pose a threat to the long-term survival o an
organisations. A retailer’s macro environment could be affected by the ollowing external infuences
• changing consumer tastes
• retailers offering similar products at reduced prices
• rapidly changing market
• tough trading conditions
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Large supermarkets that have the capacity to house multiple stores in their building usually aim to
provide a large marketing mix in order to meet the demands o the wide range o customers in the
store. Supermarkets do this by having a diverse range o stores in their building to cater to the needs
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