Aj-Kulachatr Chatrakul Na Ayudhaya 1. 2 3 GodZillas Break into Thailand Bombing in the central of cluster province Continue expanding very fast Location.

Aj-Kulachatr Chatrakul Na Ayudhaya

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GodZillas Break into Thailand

• Bombing in the central of cluster province

• Continue expanding very fast• Location on ring road or by pass • High capital to continue investment• Build Image• High retail technology • Too many capacity of sale area • very efficiency in logistic

management


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Above the sea : Formal Components

These components are publicity and oriented to structural

Under the sea : Informal Components

These components are hidden and oriented to unformatted


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Retailing ManagementRetailing Management

Introduction to the World of Retailing

Strategy and Managing - By Aj Kulachatr Chatrakul Na Ayudha

ya

Marketing Department Business Admi nistration Faculty

Payap University Chaingmai


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Retailing Management ; MK361 ; (pre MK 109 )

• 1Ch Retailing• 2Ch Retailing Manage

ment• 3Ch Store Location• 4Ch Building, Layout ,

Equipment and Facilities• 5Ch Product Managem

ent• 6Ch Inventory Manage

ment

• 7Ch Product Pricing• 8Ch Advertising & PR• 9Ch Merchandising &

Sale Pro.• 10Ch Salesmanship• 11 IT for Retailing Bu

siness• 12 Retailing in the M

odern World• Case Study

The Overview


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Retailing ManagementRetailing Management

Retailing : includes all the activities involved in selling goods or services directly to final consumers for their personal , non-business use.

(Kotler Philip , Marketing Manageme nt Analysis , Planning , Implementing

- and Control. 1 9 9 7 , P 7 2 8 ) Retailing Management : theprocedureof Pl anni n

g, Organizing, St affi ng , Di r ect i ng and Cont r o l l i ng i n r et ai l busi ness t o appr o

ach t he obj ect i ves fi r m.


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““World of World of Retailing Retailing Business”Business”


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Function of RetailerFunction of Retailer

• Purchasing• Selling• Storing• Risk• Cross Docking

and Labeling

• Credit and Financing

• Servicing the Customer

• Merchandising• Communicating

Information


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Type of Retailer• By Volume : Big , Medium or Small Size• By Product line

– General Store , Single Line Store , Specialty Store , Department Store , Supermarket , Convenience Store

• By form of ownership– Independent Store , Chain Store , Franchising ,

Consumer Cooperatives.

• By Type of Business– Mail and Telephone order , Automatic vending ,

Door-to-door Selling , Catalog selling , Internet marketing or E-Commerce.


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Type of Retailer (by pr oduct line)

• General or Variety Store : miscellaneous and variety of merchandising , and low price with house hold use. Managing by the entrepreneur and the

most number of retailing business types i n the world.

• Single-line-Store : merchandising in the same of product line like woman-dressing line , Children style.


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Type of Retailer• Specialty Store Specialty Store : Concentrates on a limit

number of complementary merchandise categories and provides a high level of service such as consumer electronics , appliances , sport goods , cards , jewelry …etc – Act 1. List the name of Specialty store that you

well known.


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Type of Retailer• Department Store : are retailers

that carry a broad variety and deep assortment, offer considerable customer services , and are organized into separate department for displaying merchandise.


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Type of Retailer

• Supermarket : Self-service food store offering groceries,meat and produce with limited sales of nonfood items , such as health and beauty aids and general merchandise with promotional one day a week or advertise sale items in local papers. Some supermarket use “Every Day Low Price”(EDLP)policy Typically, everyday price in these supermarkets are lower than regular prices in promotional supermarkets


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Type of Retailer

• Convenience Stores : provide a limited variety and assortment of merchandise a

-t a convenient location in a 2 0 0 0 3 0 0 0 sqr.ft. store with speedy checko

uuu uuuu uuu uuu uuuuuu uuuuuuu uu uuu uuu - - ghborhoodmomand pop gr ocer y st or e.


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Type of Retailer

• Discount Stores : A full line discount store is a retailer that offers a board variety of merchandise , limited service , and low prices. They offer national brands , but these brands are typically less fasion-oriented than brands in department stores.


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Type of Retailer

• Super Center or Super Stores : are in 150,000 - 200,000 sqr.ft. stores those are the fastest growing retail category. The Suppercenters are full-line discount stores sell groceries at low prices to build store traffic. Offering broad assortment of grocery and general merchandise under one roof , provide a one stop shopping experience.


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Type of Retailer

• Warehouse Club : is a retailer that offers a limited assortment of food and general merc handise with little service at low prices to ult

imate consumers and small business. Stores are large to 1 0 0 ,0 0 0 sqr.ft. And locat

- edinlowrentdi st r i ct s. They have si mpl e i nt er i or s andconcretefloors. Ai sl es ar e wi de so f or kl i f t s can pi ck u ppalletsof mer chandi se and ar r ange t hemon t he s ellingfloor. Pay wi t h cash and car r y by t hemsel ves.


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Type of Retailer

• Hypermarkets : is a very large retail store offering low prices. It combines a discount store and superstore food retailer in one warehouse like building. Hypermarkets can be up to 300,000 sqr.ft. - Larger than 6 football field- and stock over 50,000 different items. Low operating margins , low prices and the size of the general merchandise assortment. Such as Carrefour , Tesco , Auchan , Casino , Makro


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• Independent Store : General store that manage by freedom entrepreneur and independent in decision making. Owner -managed and direct contact with customers and can respond quickly to their needs. They are very flexible and aren’t bound by bureaucratic rules that restrict store location or types of merchandise sold.

Type of Retailer (Form of Ownership)


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• Chain Store : a firm that consists of multiple retail units under common ownership and usually has some centralization of decision making in defining and implementing its strategy.– Advantage in : Expenses are separated ,

Decrease some expenses by reducing of some service , Wide-span of distribution and get special discount rate from suppliers by integrated in purchasing

• Consumer Cooperatives :



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• Consumer Cooperatives : one type of retail outlets that owned by their customers ; others are owned by government agencies. In consumer cooperatives , customers own and operate the retail establishment. Customers have ownership shares , hire full-time managers, and share in store profits through price reduction or dividends. The best-known consumer cooperatives are credit union that provide financial services.



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• Franchise Store : Franchise Store : is a contractual agreement b etween a franchisor and a franchisee that allows the

franchisee to operate a retail outlet using name and format developed and supported by the franchisor.

In a franchise contract, the franchisee pays a lu mp sum plus a royalty on all sales for the right to op

erate a store in a specific location and operate the o utlet in accordance with procedures prescribe by the

franchisor beginning with assistance in locating and building , developing products and service sold , trai

ning , advertising and system development that run by franchisor with costs shared by franchisees.



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• Franchise Store : Entrance Criteria Franchise Store : Entrance Criteria– Initial Fee or Franchise Fee : Initial Fee or Franchise Fee :– Royalty Fee Royalty Fee ::– operate the outlet in accordance with proced operate the outlet in accordance with proced

ures prescribe by the franchisor ures prescribe by the franchisor

• Advantage of Franchise Store Advantage of Franchise Store– Utility and Value of Master Brand or Franchisor Utility and Value of Master Brand or Franchisor– All supported by Master Company or Franchisor All supported by Master Company or Franchisor– Monetary and Source of fund supported Monetary and Source of fund supported– Training and development human resource effici Training and development human resource effici

encyency



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• Franchise Store : Convenience Sto Franchise Store : Convenience Storere– 2530All day ( ) 2530All day ( )– M MMM -M MMM MM MMMMMMM MMMMMM MMMMMM ( M MMM -M MMM MM MMMMMMM MMMMMM MMMMMM (

brand)brand)– - MM MM M MMMM MMMMMM MMMMM MMMM 7 (- MM MM M MMMM MMMMMM MMMMM MMMM 7 (

. ) . )– MMMMMMMM MMMMM MMMMMM MMMM MMMMM/ &() MMMMMMMM MMMMM MMMMMM MMMM MMMMM/ &()– Gas Station Convenience Store ; Tiger mar Gas Station Convenience Store ; Tiger mar

- t , Everyday , Select ,Jiffy shop , Star mart , - t , Everyday , Select ,Jiffy shop , Star mart , - Bai Jak , - Bai Jak ,



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• Franchise Store : Value , Brand and Franchise Store : Value , Brand and ImagingImaging– Intangible Asset ; Low of sunk costIntangible Asset ; Low of sunk cost– Value and Creditability in Quality of Product and Value and Creditability in Quality of Product and

ServiceService– Information through consumer all timeInformation through consumer all time

• Franchise Store : ConsiderationFranchise Store : Consideration– considered the franchisee with careful considered the franchisee with careful – Control the quality of product and service Control the quality of product and service

strictlystrictly– Be careful about franchisee’s liquidity and Be careful about franchisee’s liquidity and

capital asset to hold the firm in long term.capital asset to hold the firm in long term.



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– Mail and Telephone order RetailingMail and Telephone order Retailing– Automatic Vending Machine Automatic Vending Machine – Door to Door SellingDoor to Door Selling– Service RetailingService Retailing

• Hospitality ServicesHospitality Services• Financial ServicesFinancial Services• Leisure - Time ServicesLeisure - Time Services• Repair ServicesRepair Services• Rental ServicesRental Services• Personal ServicesPersonal Services

Type of Retailer (Type of Business )


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Type Of Retailing

Non StoreRet ai l i ng

Store Based Ret ai l i ng


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Retailing Business Retailing Business in trendin trend

• Increasing of population and Increasing Increasing of population and Increasing of economyof economy

• Use of labor-force , Energy , and Use of labor-force , Energy , and investment are increasinginvestment are increasing

• The large scale of retailers are more The large scale of retailers are more importance and high of bargaining importance and high of bargaining power.power.

• The change of people life style and The change of people life style and Attitude.Attitude.

• Concerning of legal about people’s Concerning of legal about people’s health and welfare. health and welfare.


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Retailing Business Retailing Business in trendin trend

• Expanding of large scale retailing business

• Retailers direct to purchasing with manufacturers

• Increase of Franchising system be using • Dynamic New Merchandise Technique

– Scrambled Merchandise – Fabulous New Merchandising– Night Opening– Visual Merchandise– Automation in Store

Aj-Kulachatr Chatrakul Na Ayudhaya 1. 2 3 GodZillas Break into Thailand Bombing in the central of cluster province Continue expanding very fast Location.

Documents

retailing ch

retailing management

retailing management

retailing business ch

product management ch

store location ch

logistic management

inventory management