《零售业概述》（英文版） Chapter 20 Planning Procedures and opportunity Analysis

Chapter 20

Chapter 20

Objectives To Demonstrate the Importance of Integrating a Retail Strategy To EXamine Key Factors in Developing and Enacting an Integrated Retail Strategy To Show How Industry and company Data Can Be Used in Strategic planning and Analysis To Explain the Principles of Retail Audit To Provide Examples of audit Forms

• To Demonstrate the Importance of Integrating a Retail Strategy • To Examine Key Factors in Developing and Enacting an Integrated Retail Strategy • To Show How Industry and company Data Can Be Used in Strategic planning and Analysis • To Explain the Principles of Retail Audit • To Provide Examples of Audit Forms

Planning Procedures d Opportunity D Productivity Integrated Retail Strategy Performance Me easures AnalysIs

Overall Direction and Goals Top-Down Plans Bottom-Up Plans Enactment Sales Opportunity Grid

• Overall Direction and Goals • Top-Down Plans • Bottom-Up Plans • Enactment • Sales Opportunity Grid

Defining Productivity Integration Target Market Location(s) Operations, Merchandising, Pricing, and Communications Efforts Avoid Unnecessary Expenses Avoid Losing Customers

• Integration – Target Market – Location(s) – Operations, Merchandising, Pricing, and Communications Efforts • Avoid Unnecessary Expenses • Avoid Losing Customers

Performance Measures Measures Total Sales Average Sales Per store Sales by Goods/Service Category Sales Per Square Foot Gross Margins Gross Margin Return on Investment Operating Income Inventory Turnover Markdown Percentages Employee Turnover Financial ratios Profitability Benchmarking

• Measures – Total Sales – Average Sales Per Store – Sales by Goods/Service Category – Sales Per Square Foot – Gross Margins – Gross Margin Return on Investment – Operating Income – Inventory Turnover – Markdown Percentages – Employee Turnover – Financial Ratios – Profitability • Benchmarking

SERVQUAL Reliability Responsiveness Assurance Empathy Tangibles

Assurance Reliability Empathy Tangibles Responsiveness

Gap Analysis I other Firms Better-than Performance I Expected Performance Set Measure Performance Determine Adjust Strategy Performance Performance Gaps in as Tactics as Expected Standards Performance Needed Worse-than Company s own Expected Performance Performance

(1) Set Performance Standards (4) Adjust Strategy & Tactics as Needed (2) Measure Performance Other Firms’ Performance Company’s Own Performance (3) Determine Gaps in Performance Performance as Expected Better-than￾Expected Performance Worse-than￾Expected Performance

Retail Relationship Process Customer Insight Customer Profiling Customer Life-Cycle Model Extended Business model Relationshi Program Planning Design Implementation

IV. Extended Business Model V. Relationship Program Planning & Design VI. Implementation III. Customer Life-Cycle Model II. Customer Profiling I. Customer Insight

What you should know Importance of Integrating a Retail Strategy Key Factors in Developing and Enacting Integrated Retail Strategy Planning Procedures and opportunity Analysis Defining Productivity Performance measures Scenario Analysis How Industry and Company Data Can Be Used Principles of Retail Audit Controlling Horizontal vs Vertical Audit Forms

• Importance of Integrating a Retail Strategy • Key Factors in Developing and Enacting Integrated Retail Strategy – Planning Procedures and Opportunity Analysis – Defining Productivity – Performance Measures – Scenario Analysis • How Industry and Company Data Can Be Used • Principles of Retail Audit – Controlling – Horizontal vs. Vertical • Audit Forms