CH 5: Retail Market Strategy

2. Sustainable
Competitive
Advantage
Retail
Format
Target
Market

3. Retail Concept
Retail Market
Fashion Segments
RetailFormats
Conservative Traditional Fashion-Forward
Specialty
Store
Fashion Bug The Gap
The Limited
Talbots
Bebe
Urban Outfitters
H&M
Department
Store
JCPenney
Kohl’s
Saks Fifth Ave.
Bloomingdale’s
Neiman Marcus
Discount
Store
Family Dollar
Dollar General
Off-Price
Store
Ross Stores T.J. Maxx Steinmart
Bluefly.com
Kmart
Walmart Target
Macy’s

10. Target Markets
RetailFormat
Existing New
Existing
Market Penetration Market Expansion
New
Format Development
Diversification
(unrelated/related)

17.  Factors
 The potential size of the retail market
in the country
 The degree to which the country
does & can support the entry of
foreign retailers
Country Potential Country Support
Population (+) Market share of modern retailing
(+)
Population growth rate (+) Quality of infrastructure,
transportation & communications
(+)
GDP (+) Urban population (+)
GDP per capita (+) Market share of leading domestic
retailers (-)
Retail sales (+) Ease of doing business (+)
Growth rate in retail sales (+) Business-friendly laws &
regulations (+)
Retail sales per capita (+) Political stability (+)
Income distribution (+) or (-)
Age distribution (+) or (-)

20. Define the
Business Mission
Conduct a
Situation Audit
- Market
Attraction
Analysis
- Identify
Strategic
Opportunities
- Self-Analysis
Competitor
Analysis
Evaluate
Strategic
Alternatives
Establish Specific
Objectives &
Allocate
Resources
Develop a retail
mix to implement
strategy
Evaluate
Performance &
Make
Adjustments