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Retail Strategy: - Target Audience - Format - Sustainable Competitive Advantage
Retail Strategy: - Target Audience - Format - Sustainable Competitive Advantage
• TARGET AUDIENCE
• FORMAT
• SUSTAINABLE COMPETITIVE ADVANTAGE
2
Competitive advantage
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
Size
Place Location
Layout & Design
Positional Style & Fashion
Communication Systems Product Intensity
Promotional Assortment
Logistics Suppliers
Service Price
Knowledge People Value
Climate Quality
Est theory for Retail Success
• The Est theory derives from the word best, and it
essentially says that a retailer must be best at one
proposition that’s important to a specific group of
customers
• Retailers must strive for a specific positioning to a
specific set of customers rather than attempting to
be great at everything to everybody
Customer Location
Service
Communication Pricing
Mix
11
Wal-Mart’s Retail Mix
Location Strategy
Free-standing Stores
Customer
Service
Communication
Mix Pricing
12
Wal-Mart’s Retail Mix
Assortment Strategy
Customer
Service Location
Large Number
Store Design
and Display
of Categories
Few Items
Communication
Mix Pricing
in Each Category
13
Wal-Mart’s Retail Mix
Location
Pricing Strategy
Customer
Merchandise
Service
Assortment
Store Design
and Display
Communication
Mix Low, EDLP
14
Wal-Mart’s Retail Mix
Customer
Service Location
Communication Mix
Store Design Merchandise
and Display Assortment
Pricing
TV and Newspaper
Insert Ads
15
Wal-Mart’s Retail Mix
Customer
Service Location
Basic, Special
Merchandise
Displays Assortments
for Products
Communication
Mix Pricing
16
Wal-Mart’s Retail Mix
Customer Service
Limited
Location
Merchandise
Assortment
Store Design
and Display Pricing
Communication
Mix
17