Session 16 Retailing And Others
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Managing Retailing, Wholesaling, and Logistics
Session 16 Subhadip Roy
Retailing
Includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use.
Major Retailer Types • • • • • • • •
Specialty store: Tanishq, Arrow Department store: Spencer’s, Central Supermarket: Food World, More Convenience store: Local Kirana Discount store: Big Bazaar Off-price retailer: Factory Outlets Superstore: Magna, Metro Cash and Carry Catalog Showroom: Teleshopping
Levels of Retail Service Self-service Self-selection Limited service Full service
Nonstore Retailing Direct selling
Direct marketing
Automatic vending
Buying service
Major Types of Corporate Retail Organizations • • • • • •
Corporate chain store: Raymonds Voluntary chain: ???? Retailer cooperative: Rythu Bazaar Consumer cooperative: Samabayika Franchise organization: McDonald’s Merchandising conglomerate: Future Group
Retailers’ Marketing Decisions Target market Product assortment Service/store atmosphere Price Communication Location
Retail Category Management Define the category Figure out its role Assess performance Set goals Choose the audience Figure out tactics Implement the plan
Retailer Services Mix Prepurchase services
Postpurchase services
Ancillary services
Location Decision • General business districts • Regional shopping centers • Community shopping centers • Strip malls • Location within a larger store
West Edmonton Mall, Canada • •
• • • • • • • • • •
WEM Trivia West Edmonton Mall is situated at the junction of 87th Avenue and 170th Street in Edmonton, Alberta, Canada. The complex was built in four phases opening in 1981, 1983, 1985, 1998. The Fantasyland Hotel opened in 1986. Total cost to build West Edmonton Mall was $1.2 billion Cdn. West Edmonton Mall is listed in the Guinness Book of World Records for the "largest shopping centre in the world" and "world's largest parking lot". Open 365 days per year. nine major attractions three theme streets over 800 stores and services including six major department stores 21 movie theatres 110 eating establishments bingo hall, world class casino aquariums chapel works-of-art bungy jumping
• • • • • • • • • • • • • • •
WEM Trivia IMAX 3-D Theatre Deep Sea Adventure mascot named Deep Sea Danny World Waterpark mascot named Sharky Galaxyland Amusement Park mascot named Cosmo Professor Wem's Adventure Golf mascot named Professor Wem Sea Life Caverns' mascot named Fisher 58 entrances 325,000 light fixtures over 23,500 employment opportunities parking for over 20,000 vehicles RV and trailer parking available while shopping total cost $1.2 billion Cdn. 493,000 sq. metres (5.3 million sq. feet) equivalent to 104 Canadian football fields (115 American)
Indicators of Sales Effectiveness Number of people passing by % who enter store % of those who buy Average amount spent per sale
Trends in Retailing • New retail forms and combinations • Growth of intertype competition • Competition between store-based and nonstore-based retailing • Growth of giant retailers • Decline of middle market retailers • Growing investment in technology • Global presence of major retailers
Private Labels
Wholesaling Functions • Selling and promoting • Buying and assortment building • Bulk breaking • Warehousing
• • • • •
Transportation Financing Risk bearing Market information Management services and counseling
Major Wholesaler Types Merchant Full-service Limited-service Brokers and agents Manufacturers Specialized
Wholesalers’ Marketing Decisions Target market Product assortment Price Promotion Place
Market Logistics Planning • Deciding on the company’s value proposition to its customers • Deciding on the best channel design and network strategy • Developing operational excellence • Implementing the solution
Market Logistics Decisions • How should orders be handled? • Where should stock be located? • How much stock should be held? • How should goods be shipped?
Determining Optimal Order Quantity
Transportation Factors • • • • • • •
Speed Frequency Dependability Capability Availability Traceability Cost
Thank You
Session 16 Subhadip Roy
Retailing
Includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use.
Major Retailer Types • • • • • • • •
Specialty store: Tanishq, Arrow Department store: Spencer’s, Central Supermarket: Food World, More Convenience store: Local Kirana Discount store: Big Bazaar Off-price retailer: Factory Outlets Superstore: Magna, Metro Cash and Carry Catalog Showroom: Teleshopping
Levels of Retail Service Self-service Self-selection Limited service Full service
Nonstore Retailing Direct selling
Direct marketing
Automatic vending
Buying service
Major Types of Corporate Retail Organizations • • • • • •
Corporate chain store: Raymonds Voluntary chain: ???? Retailer cooperative: Rythu Bazaar Consumer cooperative: Samabayika Franchise organization: McDonald’s Merchandising conglomerate: Future Group
Retailers’ Marketing Decisions Target market Product assortment Service/store atmosphere Price Communication Location
Retail Category Management Define the category Figure out its role Assess performance Set goals Choose the audience Figure out tactics Implement the plan
Retailer Services Mix Prepurchase services
Postpurchase services
Ancillary services
Location Decision • General business districts • Regional shopping centers • Community shopping centers • Strip malls • Location within a larger store
West Edmonton Mall, Canada • •
• • • • • • • • • •
WEM Trivia West Edmonton Mall is situated at the junction of 87th Avenue and 170th Street in Edmonton, Alberta, Canada. The complex was built in four phases opening in 1981, 1983, 1985, 1998. The Fantasyland Hotel opened in 1986. Total cost to build West Edmonton Mall was $1.2 billion Cdn. West Edmonton Mall is listed in the Guinness Book of World Records for the "largest shopping centre in the world" and "world's largest parking lot". Open 365 days per year. nine major attractions three theme streets over 800 stores and services including six major department stores 21 movie theatres 110 eating establishments bingo hall, world class casino aquariums chapel works-of-art bungy jumping
• • • • • • • • • • • • • • •
WEM Trivia IMAX 3-D Theatre Deep Sea Adventure mascot named Deep Sea Danny World Waterpark mascot named Sharky Galaxyland Amusement Park mascot named Cosmo Professor Wem's Adventure Golf mascot named Professor Wem Sea Life Caverns' mascot named Fisher 58 entrances 325,000 light fixtures over 23,500 employment opportunities parking for over 20,000 vehicles RV and trailer parking available while shopping total cost $1.2 billion Cdn. 493,000 sq. metres (5.3 million sq. feet) equivalent to 104 Canadian football fields (115 American)
Indicators of Sales Effectiveness Number of people passing by % who enter store % of those who buy Average amount spent per sale
Trends in Retailing • New retail forms and combinations • Growth of intertype competition • Competition between store-based and nonstore-based retailing • Growth of giant retailers • Decline of middle market retailers • Growing investment in technology • Global presence of major retailers
Private Labels
Wholesaling Functions • Selling and promoting • Buying and assortment building • Bulk breaking • Warehousing
• • • • •
Transportation Financing Risk bearing Market information Management services and counseling
Major Wholesaler Types Merchant Full-service Limited-service Brokers and agents Manufacturers Specialized
Wholesalers’ Marketing Decisions Target market Product assortment Price Promotion Place
Market Logistics Planning • Deciding on the company’s value proposition to its customers • Deciding on the best channel design and network strategy • Developing operational excellence • Implementing the solution
Market Logistics Decisions • How should orders be handled? • Where should stock be located? • How much stock should be held? • How should goods be shipped?
Determining Optimal Order Quantity
Transportation Factors • • • • • • •
Speed Frequency Dependability Capability Availability Traceability Cost
Thank You
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