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Chapter 1

Chapter 1. Retail Management? Introduction, scope and trends in Retailing. Faiza Nasir. Refreshor!!!!. Management Marketing Product Marketing vs. Service Marketing SWOT analysis 4 Ps or Marketing Mix Branding Distribution & Placement Positioning

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Chapter 1

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  1. Chapter 1 Retail Management? Introduction, scope and trends in Retailing Faiza Nasir

  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

  3. Distribution Network • Distributor • Broker / Agent • Factory Outlet • Wholesalers • Retailers

  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?

  5. A Typical Channel of Distribution Retailer Manufacturer Wholesaler Final Consumer

  6. The Retailer’s Role in the Sorting Process (link to Mkt. Mix)

  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

  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

  9. Special Characteristics Affecting Retailers Small Average Sale Impulse Purchase Retailer’s Strategy Popularity of Stores

  10. Eliminating Shopper Boredom

  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

  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

  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

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