CASE 1 OF RETAILING

Retailing perspective Udin is willing to run a business, and he thin s business retail is a good business! "hen #e as to his best $riend E%on, how toa run business o$ retail! E%on sa&s that ' the $irst thing to do is to (onsider the (hara(teristi( o$ indonesian (osu%ers ' and E%on shows the 1) uni*ue (hara(ter $ro% sur+e& resul (ondu(ted b& Nielsen ,ar eting Consultant as $ollows-

10 Unique Characters of Indonesian Consumer

Short term thinker Instant nplanned !ike gathering !a"k of te"hnology skill Conte#t oriented than "ontent $oreign %rand mania" &eligio's (engsi )Prestige* S'%"'lt're strength No en+ironmental a,are
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ShopperTrends 2008

And then E%on also gi+e %ore in$or%ation to Udin the e(ono%i( situation are . E/(hange rate R0 12)) 0er 1 US 3ollar, in$lation 4,5 6, E(ono%i( growth is 4,5 6,In(o%e 0er(a0ita is US 77)) 3ollar! Finall& E%on ad+i(es to Udin that the s0irit o$ entre0reneurshi0 is +er& i%0ortant and Udin also need to thin what ind8t&0e o$ retail he wants to o0en there are se+eral alternati+es o$ business retail su(h as %ini %ar et, su0er %ar et, h&0er%ar et, traditional retail li e warung, or de0arte%ent store! Finall& Udin start to e+aluate what he is going to do in business o$ retail!

CASE 9 OF RETAILING

The stuff-em-quick fast food outlet

As a retail fast food stuff-em-quick needs built-up the information system in order to compete with Burger King and Mc.Donald. It has been a long time Stuff-em-quick just have communication information system commonly. Now the outlet want to introduce the new system are hybrid system in the ne t few days to it!s competitor. "anagement outlet tries to improve the whole administration such as# report schedule in regular basis daily$ weekly and monthly. %he report will covers based line named paper work system are# firstly$ measurement that is the key success factor for retail operating likes production function such# tasted$ packaging$ price$ service and space lay-out &including' kitchen utensil and materials($ secondly$ strategic planning is respond through the business environment to determining finance department$ marketing department and good location.

CASE 7 OF RETAILING

The Benefit Of Great Customer Service )hen I was first job e posed to the benefits of great customer service on ship operation in Singapore. %here was of high level service$ Singapore is recogni*ed as the best port in the world. After working for nine years in ship operation$ I relocated in +akarta$ I was so impressed with the merchandise$ creative displays$ and general level of e citement in the Sudirman Street Stores that I wanted to be part of it. So I decided to pursue a career in retailing. "y first job as a retailer was at Senayan ,la*a in centre of +akarta. %he company believes in developing it!s employees$ and I learned a lot about buying$ displaying$ and selling merchandise. "y most memorable lesson in service quality came from my friend of mine as -./ of Senayan ,la*a$ "y friend of mine said to me that our customers judge us and quality of our merchandise by the state of fitting rooms and superior customer care. 0urthermore$ retailing business has been very rewarding particularly in Indonesia$ it can be seen from it!s growth and change$ %here is no better time than now for good people to enter this profession.

-ase'1 of 2etailing Product Strategy !e" or many different products#$ /ne mistake some manufacturer make is to try to sell to everyone. %hey make too many different sort of goods$ or too many si*es or models of the same goods. It is sometimes difficult to decide what to make. If you are a tailor$ should you make only men!s white shirts$ which you do very well$ or should you make sports shirts or women!s blouses or dresses34 %he more different goods or models you make the more your customer has to choose from but the more it will cost you to make each article. %his is because you will buy your different materials in smaller quantities# this will cost more and you will not be able to organi*e your production so well. 5our competitor who made only one or two goods in large quantities can sell cheaper than you can. If you are sure your product is good but it does not sell well$ you should put more effort into your marketing. 6o not try to make more different items but try to sell what you already make7.

-ase'8 of retailing Promotion and %dvertising ,romotion includes everyway you influence people so that they will buy your goods. Advertising is telling people what you have to sell so that they want to buy your goods more than they do those of you competitors. )hat you are selling$ whom you are selling to and where customer lived will decide what sort of advertising you use and what media you use. "edia in advertising are the means used to tell people about your goods$ e cept word of mouth. "edia include newspaper$ maga*ines$ radio$ television$ cinemas and posters. If you are goods are sold to very many people throughout the whole country you can use electronic media$ international newspaper$ signboards on main roads$ posters on building or even communication if you can afford it and your sales are big enough. Industrial and trade customers are special. %hey use your goods to earn their living. %hey want to know how your goods will help their business and they want hard facts$ not promises. %o reach them you must advertise in trade journals and trough well-prepared catalogues. )here you want to promote your products to a few special customers$ send special letters to each one personally. At the beginning of a new-year you could even send calendars$ diaries$ pencils or notepads as gift with the name of your business printed on them. %he owners of business$ bankers and top managers will read personal letters while they throw away the circular letter. "ake sure your letters are on the best kind of paper with an impressive letter-head and very well typed. If your typist is not good enough to do this$ use a typing agency. %his is the way to promote a good image of your business. 2etailers can display promotional material in their shops$ on the counter and in the window. %his called point-of-sale advertising. It may be a cut-out cardboard figure or an eye-catching poster showing particular goods.

-ase'9 of retailing

 &utch and &utch Store

:utch 0ashion is considered one of the leading popular-priced women!s fashioned apparel in the southeast. %he stores carry trendy apparel selections in juniors!$ misses$ and woman!s si*es$ all at popular prices. %he chain offers the complementary array of accessories in addition to its main features of dresses$ coats$ and sport wear. ;ocated mainly in strip centre and mall$ these shops typically require 1$<<< to 8$<<< square feet. :utch . tra stores are primarily located in strip centre and malls. %hey bear a strong resemblance to :utch 0ashions. %he difference is that :utch . tra stores require less space &from =$<<< to >$<<< square feet( and cater to woman requiring large and half-si*e apparel. &)oman who wear half-si*es require a larger si*e but are not tall enough to wear a standard large si*e. In other words$ a si*e ?@.8< is the same as si*e ?@ e cept that is cut for a shorter woman(. Although :utch 0ashions and :utch . tra store selectivity appear as separate entries$ the corporate goal is to position both as a single entity. %he combination store emerged in ?A@9 and is now used for all new stores. %he :utch 0ashionB:utch . tra combination occupies a combined space of 9$<<< to C$<<< square feet$ with separate entrance for each entity. A partial wall separate the frontal areas feet of the store but allows a combined checkoutDcustomer service area in the rear. %he new stores are primarily located in strip centre and occasionally be found in mall. So %here is lay-out of :utch 0ashionsB:utch . tra as follows'

Storage$ 2eceiving$ "arking

-heckout -ounter

.ntrance

.ntrance

-ase'C of retailing

 'oving goods to the final customer 6istributing means getting goods from the manufacturers move to the final customers. It includes buying and reselling goods by wholesalers and retailers and the transport used to move them at each stage(. :ow you sell and distribute your products are# )ho the customers are# )here the customers are# :ow many customers or people you hope to sell to# :ow much they buy. In the table below$ this can be seen clearly'
(hat (ho (here Point Of Sales )um*er of Points Eery many Sold *y

-heap clothes

,oorer people

)hole country

Stores$ shops market$ etc 6epartment stores$ hotels and boutique Shops$ markets$ street sellers 6epartment and hardware stores )holesalers$ builders

Salesmen$ owner to big store buyers 6irect by owner

6ear leather goods -hocolates and sweets Fitchenware

)ealthy people tourist .veryone$ especially children "iddle income households Guilders

-apital city$ tourist towns "ostly towns

Eery few

Eery many

Salesmen$ wholesalers$ retailers Salesmen$ owner &big order( /wner$ salesman$ catalogue /wner$ technical staff

"ostly towns

Not so many

"etal windows

"ostly big towns -apital$ few big towns "ostly big towns

Not so many

Special tools and dies Standard tables and chairs

.ngineering and plastic industry$ etc Hovernment$ schools$ institute

"anufacturer!s factory

Eery few

Guyer!s office$ government or local official

Eery few

/wner

5ou can see that there are different ways and places for selling goods. If you are selling to the government$ you will have to go through the usual procedures. In some countries$ goods for the general public go from the manufacturer to a wholesaler$ to another wholesaler$ and then in smaller lots to retailers or market sellers. 0our or five lots of people may handle the goods$ each taking a profit$ before they reach the buyer if he or she lives in the country. %his puts up the price of the goods to the people who want them. 5ou will sell fewer goods this way. 5ou must find the best sales channels for your goods.

-ase'@ of retailing &igh margin +S &igh turnover through pricing strategy

2etailer have to concern about profit margin and asset turnover$ the condition can be drawn as followa #

Retailers Classified by Margin & Turnover

L' 3

i!h "ar!in i!h#"ar!in$ Low#Turnover %etai&ers Low#"ar!in$ Low#Turnover %etai&ers i!h#"ar!in$ i!h#Turnover %etai&ers Low#"ar!in$ i!h#Turnover %etai&ers

Low Turnover

i!h Turnover

Low "ar!in

37

Margin & Turnover

i!h "ar!in ()ce&&ent position to withstand a competitive attac*

Low Turnover Least a+&e to withstand a competitive attac*

i!h Turnover

Low "ar!in

38

0rom theoritical perspective 2etail business have to try hard to achieve high margin and high turnover and finally reach e cellent position to withstand a competitive attack. 0rom these point of view pricing strategy is plays pivotal and strategic factor. )hen Idin will open a groceries retail business he finds difficulty to reali*e those matter. )hat Idin should do 4