Presentation Transcript
Slide 1:1 Retail Management?
Introduction, scope and trends in Retailing
Refreshor!!!! :2 Refreshor!!!! Management
Marketing
Product Marketing vs. Service Marketing
SWOT analysis
4 Ps or Marketing Mix
Branding
Distribution & Placement
Positioning
Retail Managers (in organizations & in retail outlets)
Franchising, Dealership, Service Retailing
Distribution Network :3 Distribution Network Distributor
Broker / Agent
Factory Outlet
Wholesalers
Retailers
Issues in Retailing :4 Issues in Retailing How can we best serve our customers while earning a fair profit?
How can we stand out in a highly competitive environment where consumers have too many choices?
How can we grow our business, while retaining a core of loyal customers?
A Typical Channel of Distribution :5 A Typical Channel of Distribution Manufacturer Wholesaler Final
Consumer Retailer
The Retailer’s Role in the Sorting Process (link to Mkt. Mix) :6 The Retailer’s Role in the Sorting Process (link to Mkt. Mix)
Relationship Management Among Retailers and Suppliers :7 Relationship Management Among Retailers and Suppliers Disagreements may occur:
control over channel
profit allocation
number of competing retailers
product displays
promotional support
payment terms
operating flexibility
Distribution Types :8 Distribution Types Exclusive: suppliers make agreements with one or few retailers that designate the latter as the only ones in a specified geographic area to carry certain brands or products
Intensive: suppliers sell through as many retailers as possible
Selective: suppliers sell through a moderate number of retailers
Special Characteristics Affecting Retailers :9 Special Characteristics Affecting Retailers Retailer’s
Strategy Small
Average
Sale Impulse
Purchase Popularity
of
Stores
Eliminating Shopper Boredom :10 Eliminating Shopper Boredom
Customer Service :11 Customer Service Activities undertaken by a retailer in conjunction with the basic goods and services it sells.
Store hours
Parking
Shopper-friendliness
Credit acceptance
Salespeople
Relationship Retailing :12 Relationship Retailing Seek to establish and maintain long-term bonds with customers, rather than act as if each sales transaction is a completely new encounter
Concentrate on the total retail experience
Monitor satisfaction
Stay in touch with customers
Develop customer database
Key Drivers :13 Key Drivers Consumer Pull
Rising incomes
Explosion of media
Change in consumer behavior
Consumerism cycle
The Rural market: Waking up
Supply chain establishment
Entry of Corporate sector
Expansion of family owned businesses
New Entrepreneurs
Reducing Brand dominance
Foreign retailers seeking entry
Technological impact