Scribd
Upload
94 views

CH 01 - Introduction To Retail

This document defines retail and discusses its key functions and significance as an industry. It outlines the changing role of retailers from dependent on manufacturers to market leaders. The global retail market faces challenges from new markets, empowered consumers, and technology. Major global retailers are discussed and trends for 2020 include the growing role of technology, agility, and internet/mobile commerce. Retail careers span areas like buying, marketing, operations, finance, and supply chain management.

Uploaded by

Sai Abhishek Tata
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
94 views

CH 01 - Introduction To Retail

This document defines retail and discusses its key functions and significance as an industry. It outlines the changing role of retailers from dependent on manufacturers to market leaders. The global retail market faces challenges from new markets, empowered consumers, and technology. Major global retailers are discussed and trends for 2020 include the growing role of technology, agility, and internet/mobile commerce. Retail careers span areas like buying, marketing, operations, finance, and supply chain management.

Uploaded by

Sai Abhishek Tata
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 13

CHAPTER 1

INTRODUCTION TO RETAIL
Learning Objectives
 Defining retail
 The functions of a retailer

 The marketing – retail equation

 The significance of retail as an industry

 The new role of the retailer

 The global retail scenario

 Key issues facing global retailers

 Retail as a career
What Is Retail?

 Retail – derived from the French word


“retailer”, which means to break bulk
 Retailing- last stage in the movement of goods
and services to the consumer
 Retail consists of- all activities involved in the

marketing of goods and services directly to the


consumers for their personal, family or
household use
Few Thoughts on Retailing

 Retailing includes all the activities involved in


selling goods or services to the final consumers for
personal, non-business use.
 A retailer or retail store is any business enterprise
whose sale volume comes primarily from retailing.
 Any organization selling to final consumers whether
it is a manufacturer, wholesaler or retailer – is
doing retailing.
 It does not matter how the goods or services are
sold (by person, mail, telephone, vending machine
or internet or where they are sold – in a store, on
the street or in the consumer’s home).
-
Kotler
Functions Of A Retailer
 Form utility- by offering assortment of finished
goods and services in a form that customers want
 Time utility- by keeping the store open when the
consumers prefer to shop
 Place utility-by being available at a convenient
location
 Ownership utility- by selling the product
 Serves the manufacturer- by distributing the goods
to the end consumer
The Marketing – Retail Equation

Manufacturer Manufacturer Manufacturer

Wholesaler

Retailer

Retailer
Feedback

Consumer Consumer Consumer


The Rise of the Retailer
The Changing Retail Landscape

 Proximity to the customer


 The Rise of consumerism

 Introduction of the Private Label

 Technology

 Globalization

 Retailers are no longer dependent on the manufacturers to sell


what is available and have emerged as the new leaders in the
marketing channel
The Global Retail Market
Key challenges
 Emergence of new markets

 Empowered consumer

 Technology enabled efficiencies

 Rise of the E-age


Key Players In The World Of Retail

Wal-Mart Stores

Carrefour

Home Depot

Tesco

Metro

Kroger

Costco Wholesale

Royal Ahold

Sears Holdings

Walgreen
Retail 2020: Things To Come
 Key role of technology
 Agility in response and integration within the organisation
 Competitive and cost advantages in retailers’ lines of business
 In the light of environmental changes, retailers to rethink their
competitive strategies
 Internet as a powerful channel of distribution
 Mobile commerce- a reality
 Lifestyle retailing
Ten Trends In Global Retailing
1. Social responsibility
2. Global consumer growth shifts away from the US
3. Commoditisation run amok
4. The rise of ‘long tail’ retailing
5. The fight to plant the flag in India
6. Retail investment in services
7. Emerging market investment in developed retailers
8. Multi-channel integration
9. Focus on customer experience
10. Retailers as world-class marketers
Retail As A Career
 Buying & Merchandising
 Marketing
 Store Operations
 Sales
 Finance
 Human Resources
 Technology & e-commerce
 Visual Merchandising
 Supply Chain Management & Logistics

You might also like