chapter 3. show value of strategic planning explain steps in strategic planning examine controllable...
TRANSCRIPT
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Chapter 3
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• 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
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• Overall Plan or Framework of Action
• At Least One Year
• Outlines– Mission– Goals– Consumer Market– Overall and Specific Activities– Control Mechanisms
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• Provides Analysis of Retail Requirements
• Outlines Retailer Goals
• Teaches Firms How to Differentiate Themselves
• Studies Environment
• Coordinates Efforts
• Anticipates Crises
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VI.Control
V.Specific
Activities
IV.Overall
Strategy
III.Identification
Of Consumers
II.Objectives
I.SituationAnalysis
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SituationAnalysis
Organizational Mission
Ownership and ManagementAlternatives
Goods/ServiceCategory
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Objectives
Sales
Profit
Satisfaction of Publics
Image
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Identificationof
Consumers
Mass Marketing
Concentrated Marketing
Differentiated Marketing
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Controllable Variables
Uncontrollable Variables
OverallStrategy
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SpecificActivities
Daily and Short-Term Operations
Responses to Environment
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Adjustment
Evaluation
Control
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• Type of Business
• Role in Marketplace
• Business VS Consumer
• Market Leader or Follower
• Market Scope
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• Sole Proprietorship
• Partnership
• Corporation
• Independent Ownership
• Franchise
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• Goods– Durable– Nondurable
• Service– Personal– Amusement– Repair– Hotel
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• Personal Abilities
• Financial Resources
• Time Demands
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• Measurable
• Specific
• Attainable
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• Growth
• Stability
• Market Share
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• ROI
• Increased Operating Efficiency
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• Stockholder
• Consumer
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• Mass Merchandising
• Niche Retailing
• Bifurcated Retailing
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• Mass Marketing
• Concentrated Marketing
• Differentiated Marketing
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RetailStrategy
Controllable Variables
• Store Location• Managing a Business• Merchandise Management
and Pricing• Communicating with the
Customer
Uncontrollable Variables
• Consumers• Competition• Technology• Economic Conditions• Seasonality• Legal Restrictions
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• Value of Strategic Planning
• Steps in Strategic Planning
• Controllable and Uncontrollable Elements of Retail Strategy
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Questions?
Questions?