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Chapter 5

Chapter 5. Retail Institutions by Store-Based Strategy Mix. Chapter Objectives. To describe the wheel of retailing, scrambled merchandising, and the retail life cycle, and show how they can help explain the performance of retail strategy mixes

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Chapter 5

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  1. Chapter 5 Retail Institutions by Store-Based Strategy Mix

  2. Chapter Objectives • To describe the wheel of retailing, scrambled merchandising, and the retail life cycle, and show how they can help explain the performance of retail strategy mixes • To discuss some ways in which retail strategy mixes are evolving

  3. Chapter Objectives_2 • To examine a wide variety of food-oriented retailers involved with store-based strategy mixes • To study a wide range of general merchandise retailers involved with store-based strategy mixes

  4. Retailer Strategy Mix • A strategy mix is the firm’s particular combination of: • store location, • operating procedures, • goods/services offered, • pricing tactics, • store atmosphere, • customer services, and • promotional methods This is a special effort to create the strategy

  5. Earning Destination Retailer Status • Be price oriented and cost efficient • Be upscale • Be convenient • Offer a dominant assortment • Offer superior customer service • Be innovative or exclusive Focus is to strive to be dominant in some way

  6. Wheel of Retailing • Theory to explain how new retailers or forms of retailing begin • Retail innovators begin as low price operators with low costs and low profit requirements. Overtime, the innovators upgrades to better products and better facilities. They then become vulnerable to new innovators.

  7. Figure 5.1 The Wheel of Retailing High end Strategy High prices Excellent facilities Upscale consumers Medium Strategy Moderate Prices Improved facilities Broader base of value and service Low end Strategy Low prices Limited facilities

  8. Three Basic Strategic Positions • Low end • Medium • High end

  9. Figure 5.2 Retail Strategy Alternatives Low End Strategy • Low rental location • No services • Spartan Fixtures • Simple retail personnel organization • Price emphasis in promotion • Most products visible • Self-service • High sales per store personnel High End Strategy • High rental shopping • center • Elaborate services Credit,gift wrapping, • Elaborate fixtures • Elaborate personnel organization • No price emphasis • Product demonstrations • Spacious interior • products in back room

  10. Scramble Merchandise • Scrambled merchandising occurs when a retailer adds goods and services that may be unrelated to each other and to the firm’s original business • Popular because it allows ways to improve profits and revenues • Name the different retailers that have done this ?

  11. Figure 5.3 Scrambled Merchandising by a Shoe Store Handbags Slippers Shoes Umbrellas hats Slippers Shoes Original merchandise Scramble Merchandise Socks gloves Sandals Socks Sandals Sweaters Shoe Polish Rubber galoshes Shoe Polish Rubber galoshes

  12. Retail Life Cycle • Retail institutions pass through identifiable life stages • introduction • growth • maturity • decline

  13. Figure 5.4 Retail Life Cycle Retail Life Cycle concepts states that retail institutions pass through identifiable life stages: Introduction growth, maturity and decline Intro StageGrowthMaturityDecline Different stores or store formats which fit into these stages now are outline on page 108 in text

  14. How Retail Institutions are Evolving • Mergers, Diversification, Downsizing • Cost-Containment and Value-Driven Retailing Merging allows firms to jointly maximize resources, enlarge customer base, improve productivity and bargaining power Diversifications allows firms to become active in retail firms outside their normal operations or add stores in different goods/service categories.

  15. Mergers, Diversification, and Downsizing • Mergers: combination of separately owned firms (e.g., Sears and Lands’ End) • Diversification: retailers become active in businesses outside their normal operations (e.g., Limited Brands) • Downsizing: unprofitable stores are closed or divisions are sold off (e.g., Kmart)

  16. Cost Containment and Value Driven Retailing • Cost containment is about reducing costs in order to offer lower prices • Strategy is used because of intense competition in the market

  17. Methods for Cost Containment • Standardizing procedures, store layouts, store size, and product offerings • Using secondary locations • Placing stores in smaller communities • Using inexpensive construction materials • Using plainer fixtures and displays • Buying refurbished equipment • Joining cooperative buying and advertising • Creatively financing inventories

  18. Food Oriented Convenience store Conventional supermarket Food-based superstore Combination store Box (limited-line) store Warehouse store General Merchandise Specialty store Traditional department Full-line discount store Variety store Off-price chain Factory outlet Membership club Flea market Table 5.1 Store-Based Retail Strategy Mixes

  19. Convenience Store Strategy Mix Location: Neighborhood Prices: Average to Above average Atmosphere and Services: Average Merchandise: Medium width and low depth of assortment; average quality Promotion: Moderate

  20. Conventional Supermarket Strategy Mix Location: Neighborhood Prices: Competitive Atmosphere and Services: Average Merchandise: Extensive width and depth of assortment; average quality; manufacturer, private, and generic brands Promotion: Heavy use of newspapers, flyers, and coupons

  21. Food-Based Superstore Strategy Mix Location: Community shopping center or isolated site Prices: Competitive Atmosphere and Services: Average Merchandise: Full assortment plus health and beauty aids and general merchandise Promotion: Heavy use of newspapers, flyers

  22. Combination Store Strategy Mix Location: Community shopping center or isolated site Prices: Competitive Atmosphere and Services: Average Merchandise: Full assortment plus health and beauty aids and general merchandise Promotion: Heavy use of newspapers, flyers

  23. Box Store Strategy Mix Location: Neighborhood Prices: Very low Atmosphere and Services: Low Merchandise: Low width and depth of assortment; few perishables; few national brands Promotion: Little or none

  24. Warehouse Store Strategy Mix Location: Secondary site, often in industrial area Prices: Very low Atmosphere and Services: Low Merchandise: Moderate width and low depth of assortment; emphasis on manufacturer brands bought at discount Promotion: Little or none

  25. Specialty Store Strategy Mix Location: Business district or shopping center Prices: Competitive to Above average Atmosphere and Services: Average to excellent Merchandise: Very narrow width and extensive depth of assortment; average to good quality Promotion: Heavy use of displays Extensive sales force

  26. Traditional Department Store Strategy Mix Location: Business district, shopping center or isolated store Prices: Average to Above average Atmosphere and Services: Good to excellent Merchandise: Extensive width and depth of assortment; average to good quality Promotion: Heavy ad and catalog use; direct mail; personal selling

  27. Full-line Discount Store Strategy Mix Location: Business district, shopping center or isolated store Prices: Competitive Atmosphere/ Services: Slightly below average to average Merchandise: Extensive width and depth of assortment; average to good quality Promotion: Heavy on newspapers; price-oriented; selling

  28. Variety Store Strategy Mix Location: Business district, shopping center or isolated store Prices: Average Atmosphere/ Services: Below average Merchandise: Good width and some depth of assortment; below-average to average quality Promotion: Use of newspapers

  29. Off-Price Chain Strategy Mix Location: Business district, shopping center or isolated store Prices: Low Atmosphere/ Services: Below average Merchandise: Moderate width and poor depth of assortment; average to good quality; low continuity Promotion: Use of newspapers; brands not advertised; limited selling

  30. Factory Outlet Strategy Mix Location: Out of the way site or discount mall Prices: Very Low Atmosphere/ Services: Very low Merchandise: Moderate width and poor depth of assortment; low continuity Promotion: Little

  31. Membership Club Strategy Mix Location: Isolated store or secondary site Prices: Very Low Merchandise: Moderate width and poor depth of assortment; low continuity Atmosphere/ Services: Very low Promotion: Little; some direct mail

  32. Flea Market Strategy Mix Location: Isolated store Prices: Very Low Merchandise: Extensive width and poor depth of assortment; low continuity; variable quality Atmosphere/ Services: Very low Promotion: Limited

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