2. What we are going to cover
What Retailing is
The importance of retailing
Career opportunities in retail
3. What is retailing to you?
Retailing – a set of business activities that
adds value to the products and services sold
to consumers for their personal or family use
The Four P’s of Marketing
Product
Distribution Price
Promotion
4. How do Retailers add value?
■ Provide Assortment
Buy other products at the same time
■ Break Bulk
Buy it in quantities customers want
■ Hold Inventory
Buy it at a convenient place when you want it
■ Offer Services
See it before you buy; get credit; layaway
5. What do Retailers do for Corporate
Social Responsibility
McDonalds Houses
Starbuck fair trade coffee
Target community Give Back
6. Retail has changed! So has the
career opportunities!
To Store Design
Today’
Mom and s
Pop Retail
Store er Operations
MIS
Human Resources
Loss Prevention Finance
Real Estate
Promotion/Advertising
7. Misconceptions
■ College not needed
■ Low pay
■ Long hours
■ Boring
■ Dead-end job
■ No benefits
■ Everyone is part-time
■ Unstable environment
■ No opportunity for women and minorities
8. The Retail Management Decision
Process
The World of Retailing (chapters 1-4)
Environmental Factors
Macro– technology, social, ethical, political
Micro– competition and customers
Competition –
Intratype competition– between same type retialer
(supermarket vs supermarket)
Greater Variety of products makes for scrambled
merchandising thus increased Intertype competition.
(examples of scrambled merchandising??)
Customers – Consumer Behavior
9. The Retail Management Decision
Process
Retailing Strategy (chapters 5-11)
How the firm plans to focus its resources to accomplish
objectives
Targets
Merchandise
Long term competitive advantage
Wallmart vs Toys R Us
Small towns -- big towns
Wide Varity shallow selection – every toy made
Low price — low price
Self service – Self service
10. The Retail Management Decision
Process
Retailing Strategy (chapters 5-11) Cont.
Strategic Decision Area
Marketing strategy
Financial strategy
Location strategy
Organizational structure
Human Resource
Information systems
Supply Chain Strategies
CRM
11. Implementing the Retail Strategy
Chapter 12-19
Retail Mix – combination of factors used to
satisfy customer needs and influence their
purchase decision
Types of merchandise and service
Pricing
Advertising and promotion
Store design and merchandise display
Level of customer service
Store location
12. Wal-Mart’s Retail Mix
1-12
Customer Location
Service
Store Design Merchandise
And Display Retail Strategy Assortment
Communication Pricing
Mix
13. Wal-Mart’s Retail Mix
1-13
Location Strategy
Free-standing Stores
Customer
Service
Store Display Merchandise
And Design Assortment
Communication
Mix Pricing
14. Wal-Mart’s Retail Mix
1-14
Assortment Strategy
Customer
Service Location
Large Number
Store Design
and Display
of Categories
Few Items
Communication
Mix Pricing
in Each Category
15. Wal-Mart’s Retail Mix
1-15
Location
Pricing Strategy
Customer
Merchandise
Service
Assortment
Store Design
and Display
Communication
Mix Low, EDLP
16. Wal-Mart’s Retail Mix
1-16
Customer
Service Location
Communication Mix
Store Design Merchandise
and Display Assortment
Pricing
TV and Newspaper
Insert Ads
17. Wal-Mart’s Retail Mix
1-17
Store Design and Display
Customer
Service Location
Basic, Special
Merchandise
Displays Assortments
for Products
Communication
Mix Pricing
18. Wal-Mart’s Retail Mix
1-18
Customer Service
Limited
Location
Merchandise
Assortment
Store Design
and Display Pricing
Communication
Mix
20. Rubric For Assignments
Points--- 0 10 15 20 25
Assignment 3 days late 3-5 days late 1-2 days late 1-2 days late On Time
posted to with no and the with no and the
Wiki by Due communicatio group kept communicatio group kept
Date n on progress you updated n as to the you updated
on their groups on their
Progress progress progress
Points--- 0 20 30 40 50
Assignment Did not meet Met a few Met some Met most Met all
met your requirements requirement requirements requirement requirement
requirement s s s
s
Points--- 0 20 30 40 50
Quality of Did not Low quality, Went into Brief but Went into
Assignment complete didn’t great detail accurately great detail
adequately but did not applied the and
address apply all of concepts of accurately
topic the concepts the topic applied the
correctly concepts of
the topic
21. Assignment 1
Interview somebody that has a career in the retail
field.
Ask questions in the following areas
What is an average day like for your position?
What career opportunities in retail do they see for someone
with a degree in business?
What are the benefits and draw back to working in retail?
What does their business do for social responsibility
Any ethical situation you have encountered.
Post the interview as a video or podcast to
introduction to retail wiki page.
(YouTube, Blaberize…)
22. Assignment 2
Use Screencasting or Digital Storytelling that
illustrates the role retailers play in the
distribution chain. (Prezi or Photopeach would work well…
others?)
Terms to use:
Backward/Forward Integration or Vertical
Integration
Breaking Bulk, Holding Inventory, Providing
Assortment and Services
Supply Chain
Anything else you see fit…..
Post to Introduction to Retail Wiki page.
23. Assignment 3
Retail mix
Go to two local retailers that are intertype Competitors and
compare their retail mix.
Examples (Walmart and Kmart) (Safeway and FTC) (Deer Mt.
and Terry Peak)
Customer Service
Store Design and display
Communication mix
Location
Merchandise Assortment
Price
Use a digital story telling method or multimedia to
illustrate the comparisons to document that is
appropriate. (Blabberize, Comic Life, Prezi….) Post to
wiki!
