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Strategic Retail Planning
What is Strategic Retail
        Planning Process
• Set of steps a retailer goes through to
  develop a strategic retail plan.
• It describes how retailers select target
  market segment, determine the
  appropriate retail format, and build a
  sustainable competitive advantage
Strategic Retail Planning
                 Process
1. Define the business mission

2. Conduct a situation audit:
   Market attractiveness analysis
   Competitor analysis
   Self-analysis

3. Identify strategic opportunities

4. Evaluate strategic alternatives

5. Establish specific objectives and allocate resources

6. Develop a retail mix to implement strategy

7. Evaluate performance and make adjustments
Step 1: Define the business
            mission
• Mission statement-broad description of a
  retailer’s objectives and the scope of
  activities it plans to undertake.
  – 1. What business are we in?
  – 2. What should our business be in the future?
  – 3. Who are our customers?
  – 4. What are our capabilities?
  – 5. What do we want to accomplish?
Step 2: Conduct a Situation
             Audit
• Situation Audit-and analysis of the
  opportunities and threats in the retail
  environment and the strengths and
  weaknesses of the retail business relative
  to its competitors
Elements in a Market Analysis

   100



    50



     0
         1st Qtr   2 nd Q t r   3r d Qtr   4th Qtr




MARKET                                               COMPETITIVE           ENVIRONMENTAL   ANALYSIS OF
FACTORS                                              FACTORS               FACTORS         STRENGTHS &
                                                                                           WEAKNESSES
Size                                                 Barriers to entry     Technology      Management
                                                     Bargaining power of   Economic        capabilities
Growth
                                                     vendors               Regulatory      Financial resources
Seasonality                                                                                Locations
Business cycles                                      Competitive rivalry   Social
                                                                                           Operations
                                                     Threat of superior                    Merchandise
                                                     new formats                           Store Management
                                                                                           Customer loyalty
Market Factors
• Market size – large markets attractive to
  large retail firms
• Growing markets – typically more
  attractive than mature or declining
• Business cycles – retail markets can be
  affected by economic conditions – military
  base towns
• Seasonality – can be an issue as
  resources are necessary during peak
  season only
Competitive Factors

             Barriers to Entry



Bargaining
 Power of      Competitive         Large
 Vendors         Rivalry         Customers



                Threat of
               Substitution
Environmental Factors
• Questions for analyzing:
• New developments or changes --
  technologies, regulations, social factors,
  economic conditions
• Likelihood changes will occur
• Key factors determining change
• Impact of change on retail market
  and competitors
Strength and Weakness
            Analysis
• Indicates how well that business can seize
  opportunities and avoid harm from threats
  in the environment
Management Capability:
Capabilities and experience of top management
Depth of Management--capabilities of middle management
Management’s commitment to firm
Financial Resources:
Cash flow from existing business
Ability to raise debt or equity financing
Operations:                                 Store Management Capabilities
Overhead cost structure                     Management capabilities
Quality of operating systems                Quality of sales associates
Distribution capabilities                   Commitment of sales associates to firm
Management information systems
Loss prevention systems                     Locations
Inventory control system

Merchandising Capabilities:
Knowledge and skills of buyers              Customers
Relationships with vendors                  Loyalty of customers
Capabilities in developing private
capabilities
Step 3: Identify Strategic
          Opportunities
• After completing the situation audit, the
  next step is to identify opportunities for
  increasing retail sales.
Step 4: Evaluate Strategic
          Opportunities
• Evaluate opportunities that have been
  identifies in the situation audit

  The evaluation determines the retailer’s
   potential to establish a sustainable
   competitive advantage and reap long-term
   profits from the opportunities being evaluated.
Step 5: Establish Specific
      Objectives and Allocate
            Resources
• Establish a specific objective for each
  opportunity
• Three components:
  – 1. Performance sought
     • Included a numerical index which progress may be
       measured
  – 2. Time frame within which the goal is to be
    achieved
  – 3. level of investment needed to achieve the
    objective
Step 6: Develop a Retail Mix to
      Implement Strategy
• Develop a retail mix for each opportunity in
  which an investment will be made and
  control and evaluate performance
Step 7: Evaluate Performance
    and Make Adjustments
• Evaluate the results of the strategy and
  implementation program
• If the retailer is meeting or exceeding its
  objective changes aren’t needed but if the
  retailer fails to meet its objective,
  reanalysis is required
• The conclusion would result in starting a
  new planning process, including a new
  situation audit

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Retail Strategy 3

  • 2. What is Strategic Retail Planning Process • Set of steps a retailer goes through to develop a strategic retail plan. • It describes how retailers select target market segment, determine the appropriate retail format, and build a sustainable competitive advantage
  • 3. Strategic Retail Planning Process 1. Define the business mission 2. Conduct a situation audit: Market attractiveness analysis Competitor analysis Self-analysis 3. Identify strategic opportunities 4. Evaluate strategic alternatives 5. Establish specific objectives and allocate resources 6. Develop a retail mix to implement strategy 7. Evaluate performance and make adjustments
  • 4. Step 1: Define the business mission • Mission statement-broad description of a retailer’s objectives and the scope of activities it plans to undertake. – 1. What business are we in? – 2. What should our business be in the future? – 3. Who are our customers? – 4. What are our capabilities? – 5. What do we want to accomplish?
  • 5. Step 2: Conduct a Situation Audit • Situation Audit-and analysis of the opportunities and threats in the retail environment and the strengths and weaknesses of the retail business relative to its competitors
  • 6. Elements in a Market Analysis 100 50 0 1st Qtr 2 nd Q t r 3r d Qtr 4th Qtr MARKET COMPETITIVE ENVIRONMENTAL ANALYSIS OF FACTORS FACTORS FACTORS STRENGTHS & WEAKNESSES Size Barriers to entry Technology Management Bargaining power of Economic capabilities Growth vendors Regulatory Financial resources Seasonality Locations Business cycles Competitive rivalry Social Operations Threat of superior Merchandise new formats Store Management Customer loyalty
  • 7. Market Factors • Market size – large markets attractive to large retail firms • Growing markets – typically more attractive than mature or declining • Business cycles – retail markets can be affected by economic conditions – military base towns • Seasonality – can be an issue as resources are necessary during peak season only
  • 8. Competitive Factors Barriers to Entry Bargaining Power of Competitive Large Vendors Rivalry Customers Threat of Substitution
  • 9. Environmental Factors • Questions for analyzing: • New developments or changes -- technologies, regulations, social factors, economic conditions • Likelihood changes will occur • Key factors determining change • Impact of change on retail market and competitors
  • 10. Strength and Weakness Analysis • Indicates how well that business can seize opportunities and avoid harm from threats in the environment
  • 11. Management Capability: Capabilities and experience of top management Depth of Management--capabilities of middle management Management’s commitment to firm Financial Resources: Cash flow from existing business Ability to raise debt or equity financing Operations: Store Management Capabilities Overhead cost structure Management capabilities Quality of operating systems Quality of sales associates Distribution capabilities Commitment of sales associates to firm Management information systems Loss prevention systems Locations Inventory control system Merchandising Capabilities: Knowledge and skills of buyers Customers Relationships with vendors Loyalty of customers Capabilities in developing private capabilities
  • 12. Step 3: Identify Strategic Opportunities • After completing the situation audit, the next step is to identify opportunities for increasing retail sales.
  • 13. Step 4: Evaluate Strategic Opportunities • Evaluate opportunities that have been identifies in the situation audit The evaluation determines the retailer’s potential to establish a sustainable competitive advantage and reap long-term profits from the opportunities being evaluated.
  • 14. Step 5: Establish Specific Objectives and Allocate Resources • Establish a specific objective for each opportunity • Three components: – 1. Performance sought • Included a numerical index which progress may be measured – 2. Time frame within which the goal is to be achieved – 3. level of investment needed to achieve the objective
  • 15. Step 6: Develop a Retail Mix to Implement Strategy • Develop a retail mix for each opportunity in which an investment will be made and control and evaluate performance
  • 16. Step 7: Evaluate Performance and Make Adjustments • Evaluate the results of the strategy and implementation program • If the retailer is meeting or exceeding its objective changes aren’t needed but if the retailer fails to meet its objective, reanalysis is required • The conclusion would result in starting a new planning process, including a new situation audit