Beruflich Dokumente
Kultur Dokumente
Retail Marketing
Strategy
McGraw-Hill/Irwin
Levy/Weitz: Retailing Management, 5/e
Implementation
Strategy statement
Annual plan
Broad
Specific, detailed
Unstructured
Structured
Problem solving
Problem solving
Creativity
Analytical
External focus
Internal focus
Irregular
Regular
Long-term
Short-term
Difficult to evaluate
Easy to evaluate
Note:
PPT 5-2
Tactical
1. ______ ______
Customer Needs
2. _____ ______
Method for Satisfying Needs
3. Bases for Building ___________ __________ _________
Defending Position Against Competitors
PPT 5-3
(1) Target
Market
(1) Target
Market
Comparison of
Clothing Retailers
Wal-Mart
Sears
Target
KMart
Wet Seal
Bloomingdales
The Gap
PPT 5-5
(1) Target
Market
Traditional
Fashion
Limited
Extensive
Service
PPT 5-6
Forward
(3) Sustainable
Competitive Advantage
Examples of a clothing retailers potential competitive
advantages
1.
2.
3.
4.
PPT 5-7
(3) Sustainable
Competitive Advantage
PPT 5-8
Less Sustainable
PPT 5-9
McDonalds
Ever-Changing Growth Strategy
1. Serving breakfast
2. Going global
3. Opening locations in office buildings/school
campuses
4. Adding salads to the menu
5. Biggie sizing meals
6. Opening up seafood restaurants
7. Accepting credit cards
PPT 5-10
Mission Statements
PPT 5-12
Situation Audit
The analysis of opportunities and threats in the
retail environment and the strengths and
weaknesses of the retail business relative to its
competitors.
Wal-Mart
To give ordinary folk the same chance to buy things as
rich people.
PPT 5-13
SWOT
Strengths:
Weaknesses:
Opportunities:
Threats:
Internal
External
PPT 5-14
MARKET
FACTORS
COMPETITIVE
FACTORS
Barriers to entry
Size
Bargaining power of
Growth
vendors
Seasonality
Competitive rivalry
Business cycles
Threat of superior
new formats
PPT 5-15
ENVIRONMENTAL
FACTORS
ANALYSIS OF
STRENGTHS &
WEAKNESSES
Technology
Economic
Regulatory
Social
Management
capabilities
Financial resources
Locations
Operations
Merchandise
Store Management
Customer loyalty
Financial Resources:
Cash flow from existing business
Ability to raise debt or equity financing
Operations:
Management capabilities
Quality of sales associates
Commitment of sales associates to firm
Locations
Merchandising Capabilities:
Knowledge and skills of buyers
Relationships with vendors
Capabilities in developing private
capabilities
PPT 5-16
Customers
Loyalty of customers