Pertemuan 2

Retailing Strategy & Ethical Decision

Sumber lain :4.Faiza Nazir5.Aris B. Setyawan

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

1-2

1-3

Strategic Vs Tactical Decisions

■ Doing the Right Thing (direction) vs. Doing Things Right (execution)

■ Strategic Decisions Are: Made Infrequently Long-term Require significant investment Not easily reversed

■ Location, Organization Design, Information and Distribution Systems, Customer Service

1-4

Retail Strategy

■ Need to identify the competition intratype competition

(e.g., Dillard’s vs. JCPenney) intertype competition

(e.g., Dillard’s vs. Wal-Mart)

■ Identifying customers What are the significant

demographic and life-style trends

Who are your target customers

1-5

Retail Strategy

■ A retail strategy should identify the target market the product and service mix a long-term comparative advantage

1-6

Wal-Mart’s Strategic Evolution

Small Town - Discount Store selling hard goods and soft goods limited service, efficient distribution

Enter suburban markets Warehouse Clubs (Sam’s) Supercenters International Expansion Supermarkets, neighborhood markets

1-7

Decision Variables for Retailers

Customer Service

Store Design and Display

MerchandiseAssortment

Communication Mix

LocationPricing

Retail

Strategy

1-8

Wal-Mart’s Retail Mix

Retail Strategy

Customer Service

Location

MerchandiseAssortment

PricingCommunication Mix

Store DesignAnd Display

1-9

Wal-Mart’s Retail Mix

Free-standing Stores

Customer Service

MerchandiseAssortment

PricingCommunication

Mix

Store DisplayAnd Design

Location Strategy

1-10

Wal-Mart’s Retail Mix

Location

PricingCommunication

Mix

Store Design and Display

Customer Service

Large Number of Categories

Few Items in Each Category

Assortment Strategy

1-11

Wal-Mart’s Retail Mix

Location

Communication Mix

Store Design and Display

Customer Service Merchandise Assortment

Low, EDLP

Pricing Strategy

1-12

Wal-Mart’s Retail Mix

Communication Mix

TV and NewspaperInsert Ads

Location

Pricing

Store Design and Display

Customer Service

Merchandise Assortment

1-13

Wal-Mart’s Retail Mix

Store Design and Display

Basic, Special Displays

for Products

Customer Service Location

Merchandise Assortments

PricingCommunication

Mix

1-14

Wal-Mart’s Retail Mix

Customer Service

Limited

Location

Merchandise Assortment

Pricing

Communication Mix

Store Design and Display

Coba Analisis Retail Mix Pada :

IndomartAlfamartGiantHypermartDll

1-15

1-16

Ethical Situations for a Retail Manager

Should a retailer sell merchandise that they suspect utilized child labor?

Should it advertise that its prices are the lowest in an area even though some items are not?

Should a buyer accept an expensive gift from a vendor? Should salespeople use high-pressure sales when they know

the product is not the best for the customer’s needs? Should a retailer give preference to minorities when making a

promotion decision? Should a retailer treat some customers better than others?

1-17

You are Faced with an Ethical Decision: What Can You Do?

Ignore your personal values and do what your company asks you to do – you will probably feel dissatisfied with your job .

Take a stand and tell your employer what you think. Work to change the policies.

Refuse to compromise your principles – you could lose your job!