Academic Year:2019-20

DR. EKTA SINGHAL

Retailer’s commitment to a type of business and to
a distinctive role in the marketplace.

Eg:
Shoppers Stop

‘To be an inspirational and trusted brand,

transforming customer's lives through fashion and
delightful shopping experience every time.’
EXCELLENCE - "We will have an environment that
encourages development & excellence."
OPENNESS - "The obligation to dissent and an
environment conducive to openness."
CARE - "We will have a willingness to apologize and
forgive."
INTEGRITY – "We will be fair and not take what is not
ours."
INNOVATIVE – "We will have an environment of
innovation and growth."
SOCIALLY RESPONSIBLE – "We will respect our
customers’ rights and be socially responsible."
• Sole proprietorship
• Partnership
• Corporation
 Goods Stores:
– Automotive group
– Furniture and appliances group
– Lumber, building, and hardware group
– Jewelry stores
– Apparel group
– Food group
– General merchandise group
– Gasoline service stations
 Service Establishments (Personal):
 Laundry and dry cleaning
 Beauty/barber shops
 Funeral services
 Health-care services
 Service Establishments (Amusement):
 Movie theaters
 Bowling alleys
 Dance halls
 Golf courses
 Service Establishments (Repair):
 Automobile repair
 Car washes Consumer electronics repair
 Appliance repairs
 Service Establishments (Hotel):
 Hotels
 Motels
 Trailer parks
 Camps
• Mass merchandising
• Niche retailing
• Three techniques
 Mass marketing
 Concentrated marketing
 Differentiated marketing
Strategic Mass Concentrated Differentiated
Implications Marketing Marketing Marketing
Retailer’s location Near a large Near a small or Near a large
population medium population population base
base base
Goods and service Wide selection Selection geared to Distinct
mix of market segment— goods/services
medium- high- or low-quality aimed at each
quality items items market segment
Promotion efforts Mass Direct mail, E-mail, Different for each
advertising and segmented segment
subscription social media
Price orientation Popular prices High or low High, medium, and
low—depending on
market segment
Strategy One general One specific Multiple specific
strategy for a strategy strategies, each
large directed at a directed at
homogeneous specific, limited different
(similar) group group of customers (heterogeneous)
of consumers groups of
consumers
Controllable Variables: Uncontrollable Variables:
• Store location • Consumers
• Managing business • Competition
• Merchandise • Technology
management and pricing • Economic conditions
• Communicating with
• Seasonality
customer
• Legal restrictions
• Well-thought out private labels (Trader Joe’s,
Target, King Arthur flour, etc.)
• Hiring right employees (value-profit chain)
• Empowering employees
• Use of a fun atmosphere
• “Little things that mean a lot”
• Money-back guarantees
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.
 Please click URL to view:
https://youtu.be/Ir1b-ez2x5g
https://youtu.be/qhCM0F81vEg
1. Situation analysis
2. SWOT Analysis (Current & Long term)
3. Objectives
4. Identification of Consumers
5. Overall strategy
6. Specific Activities
1. Daily & Short term Operations
2. Responses to environment
7. Control
1. Evaluation
2. Adjustment
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.
The shaving industry is cut-throat with fierce rivalries between
Schick, Gillette, Unilever, and P&G. A few years ago, Unilever
bought Dollar Shave Club for more than $1 billion. The deal gave
Unilever access to a new market of online consumers for men’s
grooming products. Last year, Procter & Gamble bought Walker &
Co. which markets Bevel, a shaving brand focused on black
consumers.

Not to be left behind, Schick has now announced a similar type of

deal, buying shaving company Harry’s for $1.37 billion. Harry’s has
roughly 2.6% of the men’s shaving industry, with Schick at 10% and
Dollar Shave Club at 8.5%.

Harry’s differs from Dollar Shave Club as it has retailers such as

Target and Walmart stocking its products on their shelves in
addition to online sales. Harry’s also launched Flamingo as a new
women’s grooming brand.

Dollar Shave Club and Harry’s built a direct-to-consumer business

model which has been enthusiastically embraced by shoppers.
Prices are lower, and connections are more easily built between
the brands and the shoppers.
 View Schick’s Web
site: https://www.schick.com/
 View Harry’s Web
site: https://www.harrys.com/en/us
 View Flamingo’s Web
site: https://www.shopflamingo.com
 View Bevel’s Web
site: https://getbevel.com/
 each team analyze the one of the shaving
Web sites.
 What are the points of difference? Key
messages? Target market?