TEACHING MANUAL

Name of the teacher: Suji Mathew

Standard: XI

Name of the school: St. Thomas H.S.S, Karthikappally

Strength: 45/50

Subject: business studies

Average age: 16 yrs.

Unit: internal trade

Duration: 45 min

Topic: chain stores or multiple shops

Content outline

Concept of chain stores and features

Content analysis
Terms

Facts

Chain store, middlemen, retail shops, turnover, merchandise

Multiple shops are networks of retail shops that are owned and

operated by manufacturers or intermediaries

A number of shops with similar appearance are established in

localities, spread over different parts of the country

Different shops normally deal in standardised and branded consumer

products which have rapid sales turnover

Multiple shops are located in fairly populous localities, where

sufficient number of customers can be approached.

Procurement of merchandise for all the retail units is centralised at
the head office, from where the goods are despatched to each of these

shops according to their requirements

Retail shop is under the direct supervision of a branch manager, who

is held responsible for its day to day management

Branches are controlled by the head office, which is concerned with

formulating the policies and getting them implemented

Prices are fixed and all sales are made on cash basis
Chain operation is most effective in handling high volume
merchandise, whose sales are constant throughout the year

Multiple shops may be defined as a system of branch shops operated

under a centralised management and dealing in similar line of goods
To understand the concept and the features of multiple shops through

discussions and brainstorming

Concept

Students should have an idea about the different branches of one shop and
retail outlets to achieve its desired goals
Brainstorming, general discussion and group discussion

Curricular objectives

Pre-requisites

Teaching-learning
strategies

Usual classroom aids like chalk and blackboard

Showing charts
Activity cards
PowerPoint presentation

Plus one business studies text book (SCERT)

Business studies, P.K. Lazar, Excel publications.

Teaching-learning
resources

References

CLASSROOM INTERACTION PROCEDURE

Phase I: Introductory phase:
After the routine practices the teacher begins the class by showing some
pictures of some shops in the way of power point presentation and
studentsshould identify the type of retail outlet shown. The picture of Bata
showroom, M.C. Donalds, Wal-Mart and a picture of a chain was shown.
From the above response of the students, the teacher came to the concept
multiple shops and tells an example. The owner of Bata company started his
shop in different parts of the country as a retail organisation. And these branches
sell only the same type of products in every branches of the city.
Concept to be consolidated
Multiple shops or a Chain store is a large scale retail organisation with a number
of branches at different places under one ownership and management and
dealing in one variety of goods.
Phase II: Developmental phase:
The teacher divides the class into five groups and the teacher kept five
activity cards indicating a main point on the table without showing the point to
the students and each group representative should pick one card and discuss on
that point which indicates the features of chain stores. The points were
1.
2.
3.
4.
5.

Scale of operation
Type of products
Price
Quality
Intermediaries
From the response the teacher explains the features in detail

Concept to be consolidated
Large scale retail organisation
Operates through a large number of branch shops spread over a
wide area
Deals in same type of products
Uniformity in price and quality
Eliminates the middlemen from the chain of distribution.

Response / Feedback

Phase III: Concluding phase:

The teacher exhibits a chart showing the meaning and features of chain stores
and told one student to read out the meaning and features loudly. And then the
teacher recalls the entire concept with examples in order to retain it in the mind
thoroughly.
Review questions
What do you mean by chain stores?
What are the basic features of multiple shops?
Follow up activity
Compare the features of two retail stores selling the same product for
e.g.: the same products being sold at a small scale retailer like a general
store and in a big store like departmental store. What similarities and
differences can you identify in terms of price, service, variety and
convenience?