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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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