Pertemuan 2arisbudi.staff.gunadarma.ac.id/Downloads/files/26698/Manajemen+R… · 1-3 Strategic Vs...
Transcript of Pertemuan 2arisbudi.staff.gunadarma.ac.id/Downloads/files/26698/Manajemen+R… · 1-3 Strategic Vs...
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!