chapter four: the retail environment: a situational and ... · •bulk of sales in retailing comes...
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Chapter Four: The Retail
Environment: A Situational and
Competitive Analysis
The one who adapts his policy to the times prospers, and likewise that the one whose policy clashes with the demands of the times does not.
– Niccolo Machiavelli
4-2
Objectives
• Describe the information that comprises a situational analysis.
• Define the various types of retail establishments by ownership, strategy, and census classifications.
• Explain the purpose of methods such as NAICS and classification of retailers by ownership and strategy.
• Describe the elements that comprise a competitive analysis.
4-3
The Situational Analysis
• Provides an overview of the company
• Includes
– Company analysis
– Product/service history
– Competitive analysis
– Geographical considerations
– Consumer analysis
– SWOT analysis
4-4
Company Analysis
• Includes – Company mission and vision
– Sales and profit figures
– Risk position
– Corporate (or organizational) resources
– Aggressiveness
– Market share
– Sales trends
– Industry characteristics
4-5
Product History and Analysis
• Product/service background, including
– Current problems facing the product, brand, or service
– Past retail successes or failures
– Past years' budgets and financial statements
– Past to present media spending
4-6
Product History and Analysis (cont’d)
• Product evaluation should include: – The quality of the product or service – Assessment of how the product or service is
differentiated – Aspects that comprise the “total product” – Product history/additions/deletions – Product warranties/guarantees – Distribution efforts and effectiveness – The perception of the retailer from the
perspectives of intermediaries and consumers
4-7
Types of Retail Institutions
• Several systems exist to classify retailers
• Types of classification methods
– Ownership
– Strategy
– Census Bureau (SIC/NAICS)
– Channel
– Nontraditional retailers
4-8
Classification by Ownership
• Independent retailer
• Chain
• Franchise
• Cooperative
4-9
Independents Advantages
• Quick response to customers
• Involvement in the community
• Lower retail expenses
• More opportunities to build customer relationships
Disadvantages
• Hard to take advantage of economies of scale
• Lower levels of expertise in functional areas
• Smaller number of employees
4-10
Independents (cont’d)
• Competing with larger retailers • Improve merchandising
• Revive marketing practices
• Provide outstanding service to customers
• Treat the customer right
• Improve the efficiency of business
• Implement changes
• Build teams
• Develop strategic clarity
4-11
Chain Stores
• Bulk of sales in retailing comes from chains
• Many chain stores are divisions of larger companies
4-12
Chain Stores
Advantages
• Cost reductions through economies of scale
• Use information technology more
• Human resource capabilities to hire best and brightest
Disadvantages
• Higher costs
• Slower to respond to environmental changes
• Harder to tailor products to different geographical areas
4-13
Franchises
• Advantages
– Smaller capital outlay required
– Established brand names
– Economies of scale achieved
– Training provided by franchisor on many functional areas
• Types
– Product franchising
4-14
Types of Franchises (cont’d)
• Business franchising
• Trademark franchising
4-15
Cooperatives
• Overcomes many disadvantages of smaller retailers
• Types
– Retail-sponsored co-ops
– Wholesaler-sponsored co-ops
– Consumer-sponsored co-ops
4-16
Classification by Strategy
• General merchandise retailers
– Department stores
– Discount stores
– Specialty stores
– Off-price retailers
4-17
Classification by Strategy (cont’d)
• Food retailers
– Conventional supermarkets
– Superstores
– Combination stores
– Super centers and hypermarkets
– Warehouse clubs and stores
– Convenience stores
– Limited-Line Stores
4-18
Department Stores
• Carry a wide breadth and depth of products
• Offer more customer service than general merchandisers
• Organized by departments
• Use more IMC than other retailers
• Increase competition from specialty retailers and discounters
4-19
Discount Stores
• Limited customer service
• Lower prices than department stores
• Merchandise viewed as less fashionable
• Focus on high-volume, low-cost products
4-20
Specialty Retailers
• Carry a limited number of products within one or a few lines
• Use market segmentation strategy instead of mass marketing
• Customer service levels typically high
• Emergence of category killers
4-21
Off-Price Retailer
• Sell brand name merchandise at everyday low prices (EDLP)
• Rarely offer many customer services
• Offer prices 40-50% lower than department stores
• Include outlet stores and one-price stores
4-22
Food Retailers
• “Blurring” of retail channels
• Trend is to offer one-stop convenience
– Delis
– Greeting cards
– Floral departments
– In-store banks
– In-store pharmacies
– Child care
4-23
Conventional Supermarkets
• Self-service food store that generates $2 million/year or more
• Typically carry grocery, meat, and produce
• Carry very little general merchandise
• Statistics
– 33,000 supermarkets in the U.S.
– $411.8 billion in sales
– Average weekly sales/supermarket - $361,564
• Rely on high inventory turnover
4-24
Superstores
• Food-based retailers
• Larger than traditional supermarket
• Carry expanded services
– Deli, bakery seafood, nonfoods
• Range from 20,000 square feet to 150,000 square feet
4-25
Combination Stores
• Combine food items with nonfood items
• One-stop shopping experience
• Common check-out area for both nonfood items and food items
• Typically 100,000+ square feet
4-26
Super Centers and Hypermarkets
• Super center
• Based on European hypermarket format
• More than 40 percent of sales come from non-food items
• Customers willing to drive farther
• Wal-Mart leads the category
4-27
Warehouse Clubs and Stores
• Lower prices and lower number of services
• Cater to small to midsize businesses in addition to final consumer
• Typically located in lower-rent areas of cities
• Very little merchandizing
• Often charge yearly membership fees
• Carry few perishable items
4-28
Convenience Stores
• Carry very limited assortment of products
• Housed in small facilities
• Major sellers are cigarettes and non-alcoholic beverages
• Strategy is to intercept consumers between their home and work
• Higher prices than other formats
4-29
Limited-Line Stores
• Food discounters that offer small selection at low prices
• No-frills stores that sell products out of boxes
• Carry few refrigerated items
• Often accept cash only
• Many carry private labels
4-30
Classification by Census
• Census Bureau utilizes NAICS codes to classify businesses
• NAICS uses a system of numbers to classify industries and operations
• Establishes standard definitions for each type of business
4-31
4-32
Classification by Channel
• Brick and mortar
• Nonstore retailers
• Bricks-and-clicks
4-33
Nontraditional Retailers
• Direct Marketing
• Direct Selling
• Vending Machines
• E-tailing
4-34
Competitive Analysis
• Retail classifications help to develop a competitive analysis
• Types of Competitors
– Intratype
– Intertype
– Divertive
4-35
Competitive and Industry Analysis
4-36
Economic Situations
• Pure competition
• Monopoly
• Monopolistic competition
• Oligopolistic competition
4-37
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