c.1 introduction

c.1 introduction

1. define retailing

   • any business that sells goods and services direct to the end user.

2. strategic planning

   • 1. define type of business
     • 2. set long-run & short-run objectives
       • 3. determine the customer market
         • 4. device an overall, long run plan
           • 5. implement an integrated strategy
             • 6. evaluate and correct

3. distribution types

   • exclusive
     • only carry certain brands or product within a specified geographic area.
       • ex. dunhill, bodyshop, baskin robbins
     • fate of retailer is tied to manufacturer success
     • retailer has less price competition. only the company itself state the price
     • manufacturer is better assured of high levels of customer support.
   • intensive
     • sell the product to many retailers as possible
       • ex. nestle, beras
     • manufacturer is better assured of maximizing sales
     • retailers face strong competition. (more promotion)
   • selective
     • sell through a moderate number of retailers.
       • ex.

4. multi-channel retailing

   • multiple retail formats. -web sites. -physical stores
     • store
       • try on
       • ease of return
       • fast availability
       • compare offering
     • website
       • 24/7
       • product information
       • reviews by cust
       • closeout sales
       • personalization
       • most current pricing
     • catalog
       • permanency
       • true color

5. relationship retailer - supplier

   • control over channel (private label)
     • ex. tesco, mydin, giant ada product sabun sendiri, etc.
   • profit allocation (resale price control)
     • national brand (recommended retail price)
   • number of competing retailers
     • exclusive
     • selective
     • intensive
   • product display
     • slotting allowance
   • payment terms
     • make money from late payment

6. channel of distribution

   • manufacturer
     • wholesaler
       • retailer
         • end user