Assignment 1 Retail Management
<ul><li>You are to select a topic from the list of five as shown below, and make careful in-site observations  in the form...
Type <ul><li>Goods or services retailing?  </li></ul><ul><li>General or specialty store? </li></ul><ul><li>Selling durable...
Location  <ul><li>Example </li></ul><ul><ul><li>Xxxx is located at ZZ train station where the highest daily train passenge...
Location (2) <ul><li>Example </li></ul><ul><ul><li>Xxxx store is located at the junction of Jinshui Road and People Road n...
Merchandise <ul><li>1. Brands </li></ul><ul><ul><li>I have found the following brands in Watson store </li></ul></ul><ul><...
Merchandise <ul><li>2. Assortment </li></ul><ul><ul><li>Categories: Merchandises at Watson store are sorted out into categ...
Merchandise <ul><li>3. Cross-Merchandising </li></ul><ul><li>- Watson carries complementary goods and services to encourag...
Prices <ul><li>Any lose-leader? </li></ul><ul><li>Any everyday Low Pricing? </li></ul><ul><li>Buy-one-get-one-free? </li><...
Atmosphere and service <ul><li>The psychological feeling a customer gets when visiting a retailer </li></ul><ul><li>Atmosp...
Atmosphere <ul><li>Lighting? </li></ul><ul><li>Moving space? </li></ul><ul><li>Color? </li></ul><ul><li>Friendliness? </li...
Process <ul><li>Order process </li></ul><ul><ul><li>Fast / slow? </li></ul></ul><ul><ul><li>Easy / difficult? </li></ul></...
Promotion <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Personal Selling </li></ul><ul><li>Sale...
Promotion
Customers <ul><li>Any customer relationship program? </li></ul><ul><ul><li>Membership? </li></ul></ul><ul><ul><li>After-sa...
Upcoming SlideShare
Loading in …5
×

Rm assignment

758 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
758
On SlideShare
0
From Embeds
0
Number of Embeds
67
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Rm assignment

  1. 1. Assignment 1 Retail Management
  2. 2. <ul><li>You are to select a topic from the list of five as shown below, and make careful in-site observations in the form of a written report . </li></ul><ul><ul><li>Hospital / Medical Centre, and Tourists / Airline Ticketing Agency </li></ul></ul><ul><ul><li>Restaurant / Fast Food Shop / Confectionery shop/ Hotel, and Shopping Centre / Complex </li></ul></ul><ul><ul><li>Electrical Appliance Shop / Cell phone Shop, and Beauty Parlour / Barber </li></ul></ul><ul><ul><li>Motor Garage / Bicycle Shop, and Cinema / Karaoke </li></ul></ul><ul><ul><li>Bank / Financial Institution, and Book Shop / Library </li></ul></ul><ul><li>Here you will show that you understand the store-based retail strategy mixes , based on type, location, merchandise, prices, atmospheres and services, promotion, process and customers. </li></ul><ul><li>Length of assignment: 1,000 to 1,500 words </li></ul>
  3. 3. Type <ul><li>Goods or services retailing? </li></ul><ul><li>General or specialty store? </li></ul><ul><li>Selling durable or non-durable goods? </li></ul><ul><li>Serve low-end, mid-end or high-end market? Or which target market? </li></ul><ul><li>Chain or independent store? </li></ul><ul><li>?? </li></ul>
  4. 4. Location <ul><li>Example </li></ul><ul><ul><li>Xxxx is located at ZZ train station where the highest daily train passenger traffic can be as high as 123,000 people </li></ul></ul><ul><ul><li>(http://news.shangdu.com/105/20110221/9_218732.shtml) </li></ul></ul>
  5. 5. Location (2) <ul><li>Example </li></ul><ul><ul><li>Xxxx store is located at the junction of Jinshui Road and People Road near Purple Golden Hill Garden where high human traffic is. </li></ul></ul><ul><ul><li>I was at Xxxx on Sunday, 12 September at around 11am. I saw a high human traffic coming toward the direction of the Xxxx store across from the direction of Wenhua Road. </li></ul></ul>
  6. 6. Merchandise <ul><li>1. Brands </li></ul><ul><ul><li>I have found the following brands in Watson store </li></ul></ul><ul><ul><ul><li>YYYY </li></ul></ul></ul><ul><ul><ul><li>ZZZZ </li></ul></ul></ul><ul><ul><ul><li>VVVV </li></ul></ul></ul><ul><ul><ul><li>KKKK </li></ul></ul></ul><ul><ul><ul><li>??? </li></ul></ul></ul>
  7. 7. Merchandise <ul><li>2. Assortment </li></ul><ul><ul><li>Categories: Merchandises at Watson store are sorted out into categories, namely </li></ul></ul><ul><ul><ul><li>Cosmetics </li></ul></ul></ul><ul><ul><ul><li>Foods and beverages </li></ul></ul></ul><ul><ul><ul><li>Daily personal care items </li></ul></ul></ul><ul><ul><ul><li>?? </li></ul></ul></ul><ul><ul><ul><li>?? </li></ul></ul></ul><ul><ul><li>Depth: </li></ul></ul><ul><ul><li>Width: </li></ul></ul>
  8. 8. Merchandise <ul><li>3. Cross-Merchandising </li></ul><ul><li>- Watson carries complementary goods and services to encourage shoppers to buy more. </li></ul><ul><li>- E.g. I have found ???? displayed in the shelf of ??? </li></ul>
  9. 9. Prices <ul><li>Any lose-leader? </li></ul><ul><li>Any everyday Low Pricing? </li></ul><ul><li>Buy-one-get-one-free? </li></ul><ul><li>Multiple-Unit Pricing? </li></ul><ul><li>Timing Markdowns? </li></ul><ul><ul><li>Early markdown policy </li></ul></ul><ul><ul><li>Late markdown policy </li></ul></ul><ul><ul><li>Staggered markdown policy </li></ul></ul><ul><ul><li>Automatic markdown plan </li></ul></ul><ul><ul><li>Storewide clearance </li></ul></ul>
  10. 10. Atmosphere and service <ul><li>The psychological feeling a customer gets when visiting a retailer </li></ul><ul><li>Atmosphere refers to store’s physical characteristics that project an image and draw customers </li></ul><ul><li>What service does the store provide? </li></ul>
  11. 11. Atmosphere <ul><li>Lighting? </li></ul><ul><li>Moving space? </li></ul><ul><li>Color? </li></ul><ul><li>Friendliness? </li></ul><ul><li>Noises? </li></ul><ul><li>Cleanliness? </li></ul><ul><li>??? </li></ul><ul><li>??? </li></ul>
  12. 12. Process <ul><li>Order process </li></ul><ul><ul><li>Fast / slow? </li></ul></ul><ul><ul><li>Easy / difficult? </li></ul></ul><ul><li>Serving process? </li></ul><ul><li>Payment process?? </li></ul><ul><li>Claim process?? </li></ul><ul><li>Telephone answering process?? </li></ul><ul><li>???? </li></ul>
  13. 13. Promotion <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Personal Selling </li></ul><ul><li>Sales Promotion </li></ul>
  14. 14. Promotion
  15. 15. Customers <ul><li>Any customer relationship program? </li></ul><ul><ul><li>Membership? </li></ul></ul><ul><ul><li>After-sale guarantee? </li></ul></ul><ul><ul><li>??? </li></ul></ul>

×