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321 33 Powerpoint Slides Chapter 2 Retail Organization
321 33 Powerpoint Slides Chapter 2 Retail Organization
Chetan Bajaj, Director, Sona School of Management, Salem, Tamil Nadu Rajnish Tuli, Director, Millward Brown, South East Asia, Singapore Nidhi Varma Srivastava, Director, Millward Brown, India
Oxford University Press 2010
Retailing has always been a dynamic industry. There are certain theories of how firms evolve and change the industry in the process. They are: The wheel of retailing The dialectic process Natural selection
Natural selection
According to this theory, retail stores evolve to meet changes in the micro-environment. The retailers that successfully adapt to technological, social, demographic, economic, and political changes are most likely to grow and prosper.
Partnership
Joint venture Limited liability company (public and private)
Size and structural arrangements in franchising: 1. Manufacturer-retailer 2. Wholesaler-retailer franchise 3. Service sponsor-retailer Leased departments Co-operatives
New areas
Leased department or Shop-in-shop Co-operative outlets Largest consumer cooperative society Major initiatives Benefits To Consumers Target market Revised positioning
Retailers at freestanding locations Retailers in business-associated locations Retailers in specialized markets Retailers at airports
For e.g: Ebony, Globus, Lifestyle, Pantaloon, Shoppers Stop, and Westside Discount Stores For e.g.: S Kumars S-MART Discount Chain, Margin Free Market, and Subhiksha Specialty Stores For e.g.: Footware - Speciality Store Khadder- Khadi Specialty , Gautier , Vivek , and Titan Hypermarkets For e.g. : Pantaloons Big Bazaar ,Giant, and FoodWorld
Oxford University Press 2010
face interaction between retailers and customers in the case of retail stores. There are certain methods: Store retailers like candles for sale during a Diwali mela at Dilli Haat. Non-store retailers Electronic retailing like Internet and Mobile Association of India (IAMAI)
- Convenience: customers can shop when it is convenient for them in accordance to their schedule - Time saving: one save resources on account of time and travelling cost and parking problems - Information: relevant product information is available in detail - No time limits: no undue pressure to buy unlike as in retail store shopping For example FABMALL --- E-RETAILER
Direct selling
Person-to-person selling:
- Party-plan or group presentations - Multilevel network
Television shopping
Television shopping is retail format where existing and
prospective customers watch a TV programme demonstrating a product and then place an order for the same by telephone, e-mail or Internet Three types of television shopping: cable channels meant for shopping, infomercials, and direct-response advertising shown on TV (For example: Asian Sky Shop, TSN, TVC, TSNM)
are placed in a machine and are dispensed to customers when they deposit cash or use plastic money (credit or debit card) Vending machines vending machines offer consumers greater convenience 24 hours a day, and have replaced many services formally requiring a human interface