Stratesy lix Chapter 5
Chapter 5
Objectives Describe Wheel of Retailing Scrambled Merchandising Retail Life Cycle Discuss Retail Strategy Evolution Examine Store-Based Retail Strategies Food-Oriented General Merchandise
• Describe – Wheel of Retailing – Scrambled Merchandising – Retail Life Cycle • Discuss Retail Strategy Evolution • Examine Store-Based Retail Strategies – Food-Oriented – General Merchandise
Strategy Mix Location Operating Procedures Goods/Services Offered Pricing Tactics Atmospherics Customer services Promotional methods
• Location • Operating Procedures • Goods/Services Offered • Pricing Tactics • Atmospherics • Customer Services • Promotional Methods
Establishing Destination Retailer Status Be Price-Oriented and Cost-Efficient Be Upscale Be Convenient Offer Dominant Assortment Offer Superior Customer Service Be Innovative or Exclusive Provide A Unique Way of Operating
• Be Price-Oriented and Cost-Efficient • Be Upscale • Be Convenient • Offer Dominant Assortment • Offer Superior Customer Service • Be Innovative or Exclusive • Provide A Unique Way of Operating
Wheel of Retailing Medium Strategy Moderate prices Improved Facilities High-Ended Strategy Broader Base of High Prices Value. and service. Excellent Facilities Conscious Consumers and Services Upscale Customers LOW-End Strategy Low Prices Limited Facilities and services Price Sensitive Consumers
Low-End Strategy • Low Prices • Limited Facilities and Services • Price Sensitive Consumers Medium Strategy • Moderate Prices • Improved Facilities • Broader Base of Value- and ServiceConscious Consumers High-Ended Strategy • High Prices • Excellent Facilities and Services • Upscale Customers