RETAIL MANAGEMENT

Context:
Retailing in India is poised for exponential growth with myriad retail
formats. Organized retail is expected to log 25-30% growth per annum.
The current size of the Indian Retail Industry is estimated to be approx.
$17 billion according to a study conducted by Associated Chambers of
Commerce and Industry (ASSOCHAM).
Objectives
To enhance understanding of the functional areas of retailing
To enhance understanding of the essential principles of retailing
To sensitise students to specific issues in the Indian retailing
scenario
Content Outline:
1. Introduction to retailing:
Definition; Nature and scope of retailing; Functions of Retailers;
Types of retail institutions; History of retail in India and the World;
Organisation structure for retail; Retail Management Process, Indian
retailing scenario drivers of retails change, emerging trends and
opportunities, size and components of the Indian retail industry.
2. Environment of retailing:
Economic, Legal and Technological Environment; Customer,
Competitors, Channels, Company resources; Foreign Direct
Investment (FDI) in retail in India and its implications.
3. Types of Retailers:
Classification by ownership Independent stores, Chain Stores,
Franchise Stores, Leased Departments, Cooperative Stores;
Classification by Strategy General Merchandise retailers,
Discount Stores, Specialty Stores, Off Price Retailers;
Classification
by Product
Line Department Stores,
Supermarkets, Hypermarkets, Convenience Stores, Services
Retailing; Malls and Other Formats;
Non-Traditional Retailers Direct Marketing, Telemarketing,
Catalogue Marketing, TV Home Shopping, Automatic Vending, Etailing
4. Retailing Strategy:
Definition, target market; Retail Format; Differentiating and Growth
Strategies; Retail Planning Process; Profit Model; Location and Site
Selection types of locations, steps involved in choosing a location;
Store Layout and Design Store Planning, Store design and retailing
mix, Circulation Plan, Floor Space Management.
5. Merchandise management:

Merchandise plan; Merchandise buying and handling; Buying

organization; Category Management; Merchandise presentation;
Analysing merchandise performance; Shrinkage in Merchandise;
6. Merchandise support management:
Human resources; Operations; Retail research and information
systems; Supply Chain Management (SCM)
7. Merchandise Pricing:
Pricing Objectives, Pricing Strategies, Setting the retail price, Pricing
Methods, Price Adjustments, Price Discrimination.
8. Retail Communications Mix:
Role of Communications in Retailing, Methods of Communication,
Planning, Implementing and Evaluating Retail Communication
Programs.
9. Mall Management:
Roles of Promoter, Developer and Retailer; Selecting tenant stores,
real estate pricing, Managing experience, footfalls and their
conversion to sales, Identifying customers, differentiating the mall,
measuring duration and sequence of visit, number and nature of
outlets visited, spend of share of wallet across outlets.
10.

Retail Audit

Recommended Books
Text Books
1 Michael Levy and Barton Weitz, Retailing Management Tata Mc Graw Hill
Ltd, 5th
Edition
2 Berman, B. Evans, J.R. Retail Management: A Strategic Approach. New
Delhi .PrenticeHall Of India Private Limited. 2005, PP.560
3 Pradhan, S. Retailing Management: Text & Cases. New Delhi. Tata
Mcgraw-Hill
Publishing Company Limited. 2004, PP.275
4 Dunne, P.M. Lusch, R.F. Retailing. Singapore. Thomson Learning. 2002,
PP.650
5 Bajaj, C. Tuli, R. Retail Management. Oxford University Press.2007,Pp.X,
698
Reference Books
1 Ganesan, S. Retailing Sector: Marks And Spencer, Nordstrom, Sears,
Wal-Mart.
Hyderabad .Institute Of Chartered Financial Analysts Of India. 2002,
PP.375

2 Gilbert, D. Retail Marketing Management. Harlow .Financial Times

Prentice Hall. 2001, PP.450
3 Newman, A.J. Cullen, P. Retailing: Environment & Operations. Sydney
.Thomson Learning.
2002. PP.375
4 Wileman, A.Jary, M. Retail Power Plays: From Trading To Brand
Leadership London.
Macmillan Press Ltd.1997, PP.150
5 Gopal, R. Manjrekar, P. Retail Management: An Indian Perspective .New
Delhi. Excel
Books.2010, Pp.Xiii, 685
6 Rizvi, M.A. Kapoor, R. Communication For Retail Professionals. New
Delhi. Tata Mcgraw-Hill
Publishing Company Limited.2010,Pp.Ix, 209
7 Joseph, M. Soundararajan, N. Retail In India: A Critical Assessment. New
Delhi. Academic
Foundation..2009,Pp.376
8 Ayers, J.B. Odegaard, M.A. Retail Supply Chain Management. New Delhi.
Ane Books
India.2008,Pp.Xx, 426
9 Hiscock, G. India's Store Wars :Retail Revolution And The Battle For The
Next 500 Million
Shoppers. Singapore. Jhon Wiley & Sons, Inc.,2008,Pp.X, 208
10 Schroeder, C.L. Specialty Shop Retailing: How To Run Your Own Store.
New York. John Wiley
& Sons.2002,Pp.Xvii, 366
11 Fleming, P. Retail Selling: How To Achieve Maximum Retail Sales
.Mumbai. Jaico Publishing
House.2006,Pp.190
12 Diamond, E. Fashion Retailing: A Multi-Channel Approach. New Delhi.
Pearson Education
Pvt.Ltd.2007,Pp.Xvii, 411
13 Coffee Board. Coffee: Retailing The Refreshing Brew: A Guide For
Setting Up Your Own
Coffee Shop. New Delhi. Tata Mcgraw-Hill Publishing Company
Limited.2005,Pp.228
14 Ogden, J.R. Ogden, D.T .Integrated Retail Management. New Delhi.
Biztantra Innovations In
Management.2005, PP.475
15 Dunne, P.M. Lusch, R.F. Retailing. Singapore. Thomson Learning. 2002,
PP.650
16 Fernie, J.Sparks, L. Logistics And Retail Management: Insights Into
Current Practice And Trends
From Leading Experts. New Delhi. Kogan Page India Pvt. Ltd.2008,Pp.Xvi,
240
Websites:
www.indiaretailing.com
www.imagesretail.com
www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf