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JB Hi-Fi Essay

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Introduction
JB Hi-Fi is an Australian specialist electronics retailer that commenced operations in 1975 and has since become a household name for home and car audio products, computers, cameras and home theatre products (JB Hi-Fi 2014a). JB Hi-Fi has enjoyed considerable success in its chosen markets, and in 2003, the company was listed on the Australian Stock Exchange (JB Hi-Fi 2014a).

In 2012, the company has sought to capture a share of the home appliance market by trialling an expansion into consumer whitegoods (JB Hi-Fi 2012). The company was eager to ensure that their foray into the whitegoods market would not damage the level of customer engagement in existing stores (Company announcement 2012), and satisfied that this was not affected, …show more content…

The core benefits to consumers are many and varied; encompassing entertainment, comfort, function, and …show more content…

These are discussed briefly below:

1. Range of brands
JB Hi-Fi fridges and freezers online offers a number of different brands affordably priced and the low and mid-range of the whitegoods market, enabling favourable comparison with competitors offering similar products and appealing to a wide audience of consumers.

2. Ease of access
The ubiquitous nature of the internet increases consumer access to JB Hi-Fi’s online whitegoods segment. This also aligns with the current established trend around online shopping, taking the hassle out of buying for consumers (Kotler & Keller 2012).

3. Low prices
Reduced overheads associated with online stores for the selling of whitegoods means JB Hi-Fi can save on fixed overhead costs such as rent, electricity, staffing and displays. While whitegoods products are available in-store through JB Hi-Fi HOME stores, these represent less than 15% of JB Hi-Fi stores across Australia (JB Hi-Fi 2014b).

4. Good reputation in other product areas (e.g.

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