Strategic Planning in Retailing参考.ppt

* * * * * * * * * Figure 3-8: Jean-Philippe Patisserie: A Shop of Distinction * * Strategic Implications of Target Market Techniques Retailer’s location Goods and service mix Promotion efforts Price orientation Strategy * * Retail Strategy * Uncontrollable Variables: Consumers Competition Technology Economic conditions Seasonality Legal restrictions Controllable Variables: Store location Managing business Merchandise management and pricing Communicating with customer * Table 3-4a: Legal Environment and Retailing Store Location zoning laws blue laws environmental laws direct selling laws local ordinances leases and mortgages Managing the Business licensing provisions personnel laws antitrust laws franchise agreements business taxes recycling laws * * Table 3-4b: Legal Environment and Retailing Merchandise Management and Pricing trademarks merchandise restrictions product liability laws and lemon laws sales taxes unit-pricing laws collusion laws sale prices price discrimination laws * * Table 3-4c: Legal Environment and Retailing Communicating with the Customer truth-in-advertising and selling laws truth-in-credit laws telemarketing laws bait-and-switch laws inventory laws labeling laws cooling-off laws * * Table 3-6: Sample Strategic Plan Sally’s is a small, independently owned, high-fashion ladies clothing shop located in a suburban strip mall. It is a full-price, full-service store for fashion-forward shoppers. Sally’s carries sportswear from popular designers, has a personal shopper for busy executives, and has an on-premises tailor. The store is updating its strategic plan as a means of getting additional financing for an anticipated expansion. * * Additional Concerns for Global Retailing In addition to the strategic planning process: assess your international potential get expert advice and counseling select your countries develop, implement, and review an international retailing strategy * * Factors Affecting the Success of a Global Retaili