Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
RETAIL
MANAGEMENT:
A STRATEGIC
APPROACH,
9th Edition
BERMAN
EVANS
Chapter Objectives
To show the value of strategic planning
for all types of retailers
To explain the steps in strategic
planning for retailers: situation analysis,
objectives, identification of consumers,
overall strategy, specific activities,
control, and feedback
3-2
Chapter Objectives_2
To examine the individual controllable
and uncontrollable elements of a retail
strategy
To present strategic planning as a series
of integrated steps
3-3
Retail Strategy
The overall plan or framework of action
that guides a retailer
One year in duration
Outlines mission, goals, consumer
market, overall and specific activities,
and control mechanisms
3-4
3-5
3-7
Organizational Mission
Retailers commitment
to a type of business
and to a
distinctive role in the marketplace.
3-8
3-9
Figure 3.3
Checklist to
Consider When
Starting a New
Business
3-11
Figure 3.4
Checklist for
Purchasing an
Existing Retail
Business
3-12
Krogers Goals
Increase its identical food store sales growth
target
Reduce operating and administrative costs by
more than $500 million
Further leverage its size to achieve even
greater economies of scale
Reinvest in its core business to increase sales
and market share
3-16
An image represents
how a given retailer is
perceived
by consumers and others.
3-17
Positioning Approaches
Mass merchandising is a positioning
approach whereby retailers offer a discount
or value-oriented image, a wide or deep
merchandise selection, and large store
facilities
Niche retailing occurs when retailers identify
specific customer segments and deploy
unique strategies to address the desires of
those segments rather than the mass market
3-18
3-19
3-20
Mass marketing
Concentrated marketing
Differentiated marketing
3-21
3-22
3-23
Retail
Strategy
Uncontrollable
Variables:
Consumers
Competition
Technology
Economic
conditions
Seasonality
Legal restrictions
3-25
3-28
3-29
3-31