《零售业概述》（英文版） Chapter 3 BermanEv

Chapter 3

Chapter 3

objectives Show Value of Strategic Planning Explain Steps in Strategic Planning Examine Controllable and Uncontrollable Elements of retail Strategy Present Strategic Planning as a Series of Integrated Steps

• Show Value of Strategic Planning • Explain Steps in Strategic Planning • Examine Controllable and Uncontrollable Elements of Retail Strategy • Present Strategic Planning as a Series of Integrated Steps

Retail Strategy Overall Plan or framework of action At Least one year Outlines Mission Goals Consumer Market Overall and Specific Activities Control mechanisms

• Overall Plan or Framework of Action • At Least One Year • Outlines – Mission – Goals – Consumer Market – Overall and Specific Activities – Control Mechanisms

Retail Strategy Features Provides Analysis of Retail Requirements Outlines Retailer Goals Teaches Firms How to Differentiate Themselves Studies Environment Coordinates Efforts Anticipates Crises

• Provides Analysis of Retail Requirements • Outlines Retailer Goals • Teaches Firms How to Differentiate Themselves • Studies Environment • Coordinates Efforts • Anticipates Crises

Retail Strategy Elements Situation Analys Objectives Identification Of Consumers Overall Strategy Specific Activities Control

VI. Control V. Specific Activities IV. Overall Strategy III. Identification Of Consumers II. Objectives I. Situation Analysis

Step L Organizational Mission Situation Ownership and Management Analysis Alternatives Goods/service Category

Situation Analysis Organizational Mission Ownership and Management Alternatives Goods/Service Category

Step 2 Sales Profit Objectives Satisfaction of publics mage

Objectives Sales Profit Satisfaction of Publics Image

Step 3 Mass Marketing Identification of Concentrated Marketing Consumers Differentiated Marketing

Identification of Consumers Mass Marketing Concentrated Marketing Differentiated Marketing

Step 4 Controllable variables Overall Strategy Uncontrollable variables

Controllable Variables Uncontrollable Variables Overall Strategy

Step 5 Daily and short-Term operations Specific Activities Responses to Environment

Specific Activities Daily and Short-Term Operations Responses to Environment