Retailing: Prepared By: Azrin Bin Jalasi Jabatan Perdagangan Politeknik Kota Kinabalu

http://www.bized.co.
uk
Copyright 2006 Biz/ed
Retailing
(PM304)
_________________________________
Prepared By:
Azrin Bin Jalasi
Jabatan Perdagangan
Politeknik Kota Kinabalu
http://www.bized.co.uk
Retailing encompasses the business
activities involved in selling goods and
services to consumers for their personal,
family or household use.
Chapter 1

What is retailing?
Retailing involving producing, distributing
and selling the goods the consumers use on
daily basis like foods, clothes, fuel and so
on.

Role of retailing?
Examples of retailing activities in Malaysia.

1) High-end strategy
- Selling products at high prices
- Providing excellent facilities and services
- Involved upscale consumers
The wheel of retailing?
2) Medium strategy
- Selling products at moderates prices.
- Moderate facilities and services.
- Involved broader base of value and
service-conscious consumers.

3) Low-end strategy
- Selling products at low prices.
- Providing limited facilities and services.
- Involved price-sensitive consumers.
1. Retail sales and employment are vital economic
contributors and retail often mirror trends in a
nations overall economy.

2. Generate revenues for nation.

3. Retailing provides jobs for people.

4. Provides a significant field for study.

The importance of retailing in the economy

A retailer may be categorized by its strategy mix the
firms particular combination of:-

1) Store location
2) Operating procedures
3) Goods/services offered
4) Pricing tactics
5) Store atmosphere
6) Consumer services
7) Promotional methods.

Considerations in planning a retail strategy mix

Retail institutions categorized by store-based
strategy mix (can be divided into TWO (2))
Food-Oriented Retailers General Merchandise
Convenience store Specialty store
Conventional supermarket Traditional department
Food-based superstore Full-line discount store
Combination store Variety store
Box store (limited line) Off-price chain
Warehouse store Factory outlet
Membership club and flea
market

1) Direct marketing
2) Direct selling
3) Vending Machines
4) Electronic retailing: Internet

Other
1) Video kiosks
2) Airport retailing

Web, non-store based and other forms of
non-traditional retailing

a) Retail marketing mix is the term used to describe
the various elements and methods required to
formulate and execute retail marketing strategy.

b) Retail managers must determine the optimum
mix of retailing activities and co-ordinate the
elements of the mix.

c) The aim of such coordination is for each store to
have a distinct retail image in consumers mind.

Retailing Mix

1) Product (Merchandise)
2) Price
3) Place (Store location)
4) Promotion
5) People

The elements of retailing mix (5Ps)

This part is involving the tasks below:-
1) Product development
2) Product management
3) Product features and benefits
4) Product branding
5) Product Packaging
6) After sales services

Product (Merchandise)

1) Identify the costs of products
2) To ensure profitability
3) To ensure the value for money
4) Setting competitive price
5) Ensure the price equal to the products
quality
6) Price as an incentives for the customers

Price

1) Doing target market
2) Determine the channel structure
3) Doing channel management
4) Doing retail logistics
5) Doing retail distribution

Place (Store location)

1) Developing promotional mixes
2) Doing advertising management
3) Doing sales promotion
4) Doing sales management
5) Establish good public relations
6) Doing direct marketing

Promotion

1) Ensure the staff capability
2) Ensure the staff efficiency
3) Ensure the product availability
4) Ensure the service effectiveness
5) Build good customer interaction
6) Doing internal marketing

People

a) Know the competitors Knowing what your
target customers buy from your competitors. How
do they use those products? What makes them
choose one retailer from another? Is it price, variety
or quality? Do your competitors provide superior
customer service?
b) Ask the customers Ask the customers why they
buy products from you.
c) Engage in market research - Lets the statistics,
feedback and customers preferences guide you in
product development, marketing and product
delivery.

How to determine the target market for a
retail business

d) Understand your product Know all the features
and benefits of your product, including the price
point. Does the price of the product place it in a
bargain, value or luxury category.

e) Research client demographics By answering
who the product appeals to, you have the beginning
of the demographic (age & gender). Then you need
to know the customers buying habits. Where they
live? What is their income level? What other
products do they buy? How frequently? Answering
these questions help you to build clients profile.

How to determine the target market for a
retail business

Retailing: Prepared By: Azrin Bin Jalasi Jabatan Perdagangan Politeknik Kota Kinabalu

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