Professional Documents
Culture Documents
Retail Management?
Introduction, scope and trends in Retailing
Faiza Nasir
1
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
2
Distribution Network
Distributor
Broker / Agent
Factory Outlet
Wholesalers
Retailers
3
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?
4
A Typical Channel of Distribution
Manufacturer
Retailer
Final
Wholesaler
Consumer
5
The Retailer’s Role in the Sorting
Process (link to Mkt. Mix)
6
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
7
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
8
Special Characteristics Affecting
Retailers
Small
Impulse
Average
Purchase
Sale
Retailer’s
Strategy
Popularity
of
Stores
9
Eliminating Shopper Boredom
10
Customer Service
Activitiesundertaken by a
retailer in conjunction with the
basic goods and services it sells.
Store hours
Parking
Shopper-friendliness
Credit acceptance
Salespeople
11
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
12
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
13