1. Strategic Planning in
Retailing
Chapter 3

2. Objectives of This Chapter
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

3. Overall Plan or Framework of Action At Least One Year Outlines
Retail Strategy
Overall Plan or Framework of Action
At Least One Year
Outlines
Mission
Goals
Consumer Market
Overall and Specific Activities
Control Mechanisms

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

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

6. Ownership and Management
Step I
Organizational
Mission
Situation
Analysis
Ownership and Management
Alternatives
Goods/Service
Category

7. Satisfaction of Publics
Step 2
Sales
Profit
Objectives
Satisfaction of Publics
Image

8. Concentrated Marketing Differentiated Marketing
Step 3
Mass Marketing
Identification of
Consumers
Concentrated Marketing
Differentiated Marketing

9. Controllable Variables Uncontrollable Variables
Step 4
Controllable Variables
Overall
Strategy
Uncontrollable Variables

10. Daily and Short-Term Operations Responses to Environment
Step 5
Daily and Short-Term Operations
Specific
Activities
Responses to Environment

11. Step 6
Evaluation
Control
Adjustment

12. Organizational Mission
Type of Business
Role in Marketplace
Business VS Consumer
Market Leader or Follower
Market Scope

13. Ownerhsip and Management Alternatives
Sole Proprietorship
Partnership
Corporation
Independent Ownership
Franchise

14. Good/Service Category
Durable
Nondurable
Service
Personal
Amusement
Repair
Hotel

15. Considerations
Personal Abilities
Financial Resources
Time Demands

16. Objective Requirements
Measurable
Specific
Attainable

17. Sales Objective
Growth
Stability
Market Share

18. Profit Objective
ROI
Increased Operating Efficiency

19. Satisfaction Objectives
Stockholder
Consumer

20. Positioning Objectives
Mass Merchandising
Niche Retailing
Bifurcated Retailing

21. Positioning Map

22. Target Market Selection Techniques
Mass Marketing
Concentrated Marketing
Differentiated Marketing

23. Overall Strategy Uncontrollable Variables and Pricing Retail Customer
Store Location
Managing a Business
Merchandise Management
and Pricing
Communicating with the
Customer
Uncontrollable Variables
Consumers
Competition
Technology
Economic Conditions
Seasonality
Legal Restrictions
Retail
Strategy

24. What You Should Know Value of Strategic Planning
Steps in Strategic Planning
Controllable and Uncontrollable Elements of Retail Strategy

25. Questions?
Questions?