本篇代写论文-爱丁堡毛纺厂讨论了爱丁堡毛纺厂(集团)有限公司(EWM Group)目前是三大核心品牌的重点控股公司。这些包括爱丁堡羊毛厂，简诺曼和孔雀。该公司主要在英国经营，是一家私人有限公司。它成立于1947年，总部设在苏格兰的朗霍姆、邓弗里斯和加洛韦。公司的主要产品包括服装、纪念品和礼品。本篇代写论文文章由加拿大第一论文Assignment First辅导网整理，供大家参考阅读。
The Edinburgh Woollen Mill (Group) Ltd (EWM Group) is presently the key holding company for three core brands. These include – the Edinburgh Woollen Mill, Jane Norman and the Peacocks. The company basically operates in the United Kingdom and is a private limited company. It was founded in 1947 and is head quartered in Langholm, Dumfries and Galloway, Scotland. The major product offerings of the business include clothing, souvenirs and gifts. As per reports available until 2016, the group has nearly a thousand stores in the UK. These stores are spread across the major three brands held by the group. These comprise of around 265 Edinburgh Woollen Mill stores. Moreover, as many as 479 Peacocks stores are actively operating in the UK presently. The group holds 107 Ponden Home stores and is in charge of around 88 visitor centres and tourist shops that are trading under various fascia, for example James Pringle Weavers. Around 27 destination sites combining the various concepts of the Group, for example Masson Mill, are also present. The firm also owns a number of tourist attraction centres and places. In addition, this includes the famous Scottish Wool Centre in Perthshire and the Scottish Deer Centre in Fife. The Peacocks brand has been franchised internationally. In the April of 2017, Edinburgh Woollen Mill is known to have made a substantial loan to Carlisle United Football Club. This was perceived to be a move, which was aimed at eventually acquiring and taking full ownership of the club. The deal however is still in process and whether the complete ownership would be taken up by the EWM Group or not, is yet to be decided (Patterson, 2016).
If the value proposition of the company is analysed, it is seen that the target customer group of the company is typically both men and women over the age of 40. The brand is well established and more popular among the older generations. However, over the years, the business of the group has expanded and they have targeted newer markets. They have increased the customer base by targeting the younger segment of consumers who constitute the major part of customers in the market overall. A number of major acquisitions and some mergers have been undertaken by the group over the recent past, which has helped the group to evolve in the market, pre dominantly, the UK market. A signification acquisition took place in 2012. The Group acquired Peacocks, a value fashion retailer to expand its customer base. Another major move made by the company was in 2016, when the Edinburgh Woollen Mill purchased the British fashion retailer, Austin Reed, which was founded in 1900.In the month of May 2017, it was concluded that Edinburgh Woollen Mill had bought the famous brand Jaeger and debt from its previous owner, Better Capital. This would also ensure regular payments to its suppliers and security to around 700 staff members. In May 2017, EWM opened the first department store called the Days, in Guildhall Square, Carmarthen. This department store would house the products of brands owned by Edinburgh Woollen Mill Group like Edinburgh Woollen Mill, Peacocks, Jane Norman, Ponden Home and Austin Reed. This was supposed to be the first store of a chain of department stores of Days. The company has gone through various ups and downs throughout its inception. It has undergone a varied performance in history since it has acquired by Philip Day. Day made various attempts at making the environment of the stores friendlier, improving its store appearance and delivering excellent customer service to the clients. Day was responsible for a “first price right price” approach with the stores. He removed any bargaining abilities but correctly pricing the products in his stores at a very reasonable rate. He also earned the reputation of having genuine products of great quality at a sufficiently reasonable rate.
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