Strategi Bisnis Ritel: From Institutions to Operations

In this Introduction to Business Retail Strategy, we will:

1. Describes retailing, shows why it should be studied, and examines its special characteristics.

2. Looks at the complexities of retailers’ relationships—with both customers and other channel members. We examine value and the value chain, customer relationships and channel relationships, the differences in relationship building between goods and service retailers, the impact of technology on retailing relationships, and the interplay between ethical performance and relationships in retailing.

3. Shows the usefulness of strategic planning for all kinds of retailers. We focus on the planning process: situation analysis, objectives, identifying consumers, overall strategy, specific activities, control, and feedback. We also look at the controllable and uncontrollable parts of a retail strategy. Strategic planning is shown as a series of interrelated steps that are continuously reviewed.

In Retail Institution Section, we will:

1. Examines the characteristics of retail institutions on the basis of ownership type: independent, chain, franchise, leased department, vertical marketing system, and consumer cooperative. We also discuss the methods used by manufacturers, wholesalers, and retailers to obtain control in a distribution channel.

2. Describes retail institutions in terms of their strategy mix. We introduce three key concepts: the wheel of retailing, scrambled merchandising, and the retail life cycle. Strategic responses to the evolving marketplace are noted.

3. Focuses on non-store retailing, electronic retailing, and nontraditional retailing approaches. We cover direct marketing, direct selling, vending machines, the Web, video kiosks, and airport retailing. The dynamics of Web-based retailing are featured.

Section 3 - Identifying and Understanding Customer & Information Gathering in Retailing

In Identifying and Understanding Customer & Information Gathering in Retailing Section, we will:

1. Discusses many influences on retail shoppers: demographics, lifestyles, needs and desires, shopping attitudes and behavior, retailer actions that influence shopping, and environmental factors. We place these elements within a target marketing framework because it is critical for retailers to recognize what makes their customers and potential customers tick—and to act accordingly.

2. Deals with information gathering and processing in retailing. We first consider the information flows in a retail distribution channel and review the difficulties that may arise from basing a retail strategy on inadequate information.

in Trading and Site Analysis Section, we will:

1. Outlines a four-step approach to location planning. In this chapter, we focus on Step 1, trading-area analysis. Among the topics we look at are the use of geographic information systems, the size and shape of trading areas, how to determine trading areas for existing and new stores, and the major factors to consider in assessing trading areas. Several data sources are described.

2. Covers the last three steps in location planning: deciding on the most desirable type of location, selecting a general location, and choosing a particular site within that location. We first contrast isolated store, unplanned business district, and planned shopping center locales. Criteria for rating each location are then outlined and detailed.