INDIAN INSTITUTE OF MANAGEMENT BANGALORE
RETAIL MANAGEMENT
IV Term (PGP batch)
Course Instructor :
Number of credits :
Number of sessions :
Dr. Ashis Mishra
3
20
Introduction
The basic objective of any marketing activity is to generate, satisfy and
retain consumers by facilitating production, distribution and consumption
functions of the society. Consequently, any marketing activity is actually a
process consisting of a series of iterative and inter-related steps to effectively
perform the above-mentioned functions. Retailing is one such step in the
marketing chain of activities that facilitates the distribution function. Initially, it was
considered as just another step in the marketing chain and the function was
accepted as obvious. As the competition increased globally, differentiation
became more and more difficult. Consumer’s purchasing power increased as
economy opened up into more market-oriented mode. Retail function being the
most often used and final link with the ultimate consumer, marketers thought of
using it for differentiation and positioning. So, retailing ceased to be considered
as an outgrowth of traditional marketing activity; rather it was recognized as an
important business proposition in its own accord, which ultimately helps
marketing in performing its function and successfully satisfying the objectives.
Therefore, retailing immerged as a discipline and considerable thinking and
research went into it for the development and substantiation. In this course, we
are not trying to repeat retailing as a marketing channel function (it is a part of
distribution management course and marketing 4Ps in marketing management
course). Rather visualizing the immerging role of retailing business in satisfaction
of marketing objectives, we will try to address some crucial issues that an
entrepreneur / a corporate house faces in the retailing business.
Objectives
1.
To understand retailing as a business in the current environment
2.
To identify and critically analyze the retail business environment
and key business models for their feasibility
1
3.
To identify key tools and techniques for a successful retail business
(Elements of retail strategy)
Instructions :
As the students have completed most of the basic marketing credits and are
aware of the fundamental theories, there will be no repetition of the same.
However, as the basics of any subject always remain the most crucial element,
there would obviously be some extended application. Apart from that, as we are
looking at a business in its entirety rather than a functional application, there
would be some new subject specific theories and cross – functional applications.
So, as participants of this course, you are expected to do an in - depth analysis,
integrate and utilize the concepts in real life scenario. The course would provide
you with macro level broader and comprehensive vision of retail business and
micro level implementable / practicable solutions.
Evaluation Criteria
1.
2.
3.
Quiz
(3 * 13 %) = 39%
Project
= 31%
Term Paper / Assignment
= 30%
=====================================
Total
100%
All quizzes would be individual and announced. However, there would be no
make up quizzes in case you miss them, nor there would be any best 2.
Students would be divided into groups of 5 / 6 and they would be doing project
and term paper / assignment in their groups.. There would be a presentation for
the term paper / assignment. The list of topics would be provided later. The
project would involve a single submission and presentation (10%) model.
Books for Readings :
1.
Retailing Management (Levy and Weitz) Text book
Session Plan
Module 1
Understanding Retail
Session 1
Retail Business Process
Topics to be covered : Course over view, Retailing Concept, Significance,
Scope, Marketing Interface
2
Pre-reading :
Chapter 1 Text book
Purpose
:
areas involved
Basic idea of a retail business, key issues and the decision
Post - Readings :
Serial Name
of
No.
the article
1.
Rocket
Science
Retailing is
almost here
… Are you
ready?
2.
Retail
in
2010 : a
world
of
extremes
Session 2
Author
Year
of Publisher
Publication
2000
HBR
M.L.
Fisher,
Ananth
Raman,
A.S.
McClelland
Joseph L. 2005
Gagnon,
Julian
J.
Chu
Strategy
and
Leadership
Objective
Some
retailing
success
factors
Futuristic
point of view
and generic
frameworks
Retail format classification system
Topics to be covered :
A model for classification, bases of classification,
different formats, vertical marketing system,
Implication to strategy
Pre-reading
:
Chapter 2 Text book
Illustration
:
National (Shopper’s Stop, Pantaloon, Trent)
Global (Wal- Mart, Tesco, Carrefour)
Purpose
:
Different retail formats and their strategic significance
Session 3
Retail Evolution
Topics to be covered :
Wheel of Retailing, Retail Life Cycle, Scrambled
Merchandising
Pre-reading
Page 72 – 76 Text book
:
Post – Reading :
Serial Name of the Author
No.
article
Year
of Publisher
Publication
Objective
3
3.
The
next
revolution of
the retailing
wheel
4.
The art and K.B.
1997
science
of Burns et.
retail renewal Al.
Session 4
Malcolm
P.
McNair
and
Eleanor
G. May
1978
HBR
McKinsey
Quarterly
The
way
wheel
of
retailing is
going
to
affect the
retailing
scenario
Models of
Retail
Evolution
Retail Competition
Topics to be covered:
Strategic Group Analysis
Pre-reading
:
Chapter 5 Text book
Case
Purpose
:
:
Best Buy (HBS – 1997)
To demonstrate the evolution of a
organization and its competitive strategy
Session 5
retailing
Shopper choice Behaviour
Topics to be covered
:
Shopper decision making process, Factors
influencing shopping behaviour
Pre-reading
:
Chapter 4 Text Book
Session 6
Shopper choice Behaviour
Topics to be covered
Case
:
:
Application and Case
GOME Electrical Appliances Holding Limited: The “tuangou”
Challenge (ACRC – 2006)
Purpose :
To demonstrate the change in behaviour of the customers, retailers’
appreciation of the changed behavioral pattern and the consequent strategy
Post – reading :
Serial Name of the Author
No.
article
5.
Shopping
Bill Webb
Year
of Publisher
Publication
2000
IJRDM
Objective
A
new
4
redefined :
towards
a
new concept
of retailing
Module 2
Session 7
model for
retail
brand
positioning
Retail Strategy
Quiz 1 – Module 1
Retail Strategy
Topics to be covered :
Pre-reading :
Retail process model, development of strategy for
sustainable competitive advantage
Chapter 5 Text Book
Post - reading :
Serial Name
of
the Author
No.
article
6.
Building
Retail T.
A.
Brands
Henderso
n, E. A.
Mihas
7.
When
your R.j.
competitor
Frank,
delivers more for J.P.
less (pp 27)
George,
L.
Narasimh
an
Session 8
Year
of Publisher Objective
Publication
2000
McKinsey Branding as a
Quarterly positioning
tool
2004
McKinsey Value
Quarterly positioning
strategy
Retail Strategy illustration
Topics to be covered
:
Retail Strategy over retail life cycle, Illustration
Pre-reading
:
Chapter 5 Text Book
Illustration
Purpose
:
:
Wal-Mart and TESCO business models
To demonstrate a store expansion strategy over RLC
Post - reading :
Serial Name of the Author
No.
article
Year
of Publisher
Publication
Objective
5
8.
The Retail W.
R. 1976
Life cycle
Davidson,
Albert D.
Bates, S.
J. Bass
Session 9
HBS
Concept of
RLC
explained
with
Illustrations
Merchandising Strategy
Topics to be covered :
Merchandising concept, process, Buying
Pre-reading
Chapter 12, 13 Text Book
:
Post - reading :
Serial
No.
9.
Name of Author
Year
of Publisher
the article
Publication
Note
on David. E. 1995
HBS
Retail
Bell
Economics
Objective
Retail
Financials
Session 10 Merchandising application
Topics to be covered:
Case :
Purpose :
Developing and implementing merchandise plan
Eddie Bauer, Inc. (HBS – 2005)
To develop a merchandise plan
Post - Reading :
Serial Name of the
No.
article
10.
Welcome
to
the new world
of
merchandising
Author
Scott
Friend,
P.H.
Walker
Year
of Publisher
Publication
C. 2001
HBS
Objective
A
rigorous
empirical
approach
to
merchandising
Session 11 Indian Retail Scenario
Topics to be covered :
Presentation of term paper/ assignment. Each team
15 minutes. Submission of term paper (hard as well
as soft copy)
6
Session 12 Category Management
Topics to be covered :
Pre-reading :
Category management
framework
concept,
elements
and
Chapter 12 Text Book
Post – Readings :
Serial Name of the
No.
article
11.
From
comodity
marketing to
category
management
: Insights
from the
Waitrose
category
leadership
program in
fresh
produce
12.
Category
Management
:
a
new
approach for
fashion
marketing ?
Author
Year
of Publisher
Objective
Publication
Michael
2002
Supply chain
Waitrose
O’Keefee,
Management
case of
Andrew
category
Fearne
management
Belinda
2004
Dewsnap,
Cathy
Hart
European
Proposed
Journal
of application
Marketing
of category
management
to
fashion
retailing
Session 13 Category Management Application
Topics to be covered :
Case:
Practices in category management
Nolan’s Finest Foods : Category Management
Post - readings :
Serial Name of the Author
No.
article
Year
of Publisher
Publication
Objective
7
13.
The use of
category
management
practices to
obtain
a
sustainable
competitive
advantage in
the
FMCG
Industry
Module 3
Kyle
Dupre,
Thomas
W. Gruen
2004
The
Journal of
Business
and
Industrial
Marketing
ECA based
category
management
practices in
USA
and
Germany
Retail Strategy Implementation
Session 14 Customer Service, Retail Experience – Customer
Loyalty
Quiz 2 – Module 2
Topics to be covered :
Pre-reading :
Customer service as a strategic tool, Creating unique
customer experience at the retail store, customer
loyalty as a consequence
Chapter 19 Text Book
Case : Starbucks : Delivering Customer Service (HBS – 2006)
Post – reading :
Serial Name of the
No.
article
14.
The
best
shopping
trip?
How
Tesco keeps
the customer
satisfied
15.
Service
orientation of
a retailer’s
business
strategy
:
Dimensions,
antecedents
and
performance
outcomes
Author
Tim
Mason
Christian
Homburg
et. al.
Year
of Publisher
Publication
1998
Journal of
Marketing
Research
Society
2002
Objective
View of a
Tesco Board
member
about
customer
retention
Journal of Service as a
Marketing differentiation
tool
–
significant
issues
8
Session 15 Retail Pricing
Topics to be covered :
Pricing strategy and implementation
Pre-reading : Chapter 15 Text Book
Session 16 Retail Promotion, Visual merchandising
Topics to be covered :
Developing and implementing a promotion mix for any
retail business; visual merchandising as a promotion
tool; significance in retailing.
Pre-reading :
Chapter 16, 18 Text Book
Illustration :
Visual merchandising in stores and its implications
Session 17 Layout and Design
Topics to be covered :
Pre-reading :
Space allocation, store layout, store design
merchandise presentation, strategic implications
Chapter 18 Text Book
Post - reading :
Serial Name
of
the
No.
article
16.
An analysis of
retail
display
space : Theory
and methods
17.
In store customer
behaviour in the
fashion sector :
some emerging
methodological
and
theoretical
directions
Author
Year
of Publisher
Publication
Evan E. 1979
The
Anderson
Journal
of
Business
Andrew
2003
IJRDM
F.
Newman,
Gordon
R. Foxall
Objective
A model for
display space
allocation
In
store
consumer
research and
implications of
consumer
behaviour
9
Session 18 Store management in Retail
Topics to be covered:
Store operations and related issues, Hands on
experience, daily store routine
Pre-reading :
Illustration :
Chapter 17, 19 Text Book
Industry Interaction (Probable)
Post - readings
:
Serial Name of the
No.
article
18.
Department
Store
organization
Author
Year
of Publisher
Publication
James R. 1993
IJRDM
Lowry,
Russell
G.
Wahlers
Objective
Factors
influencing
retail
organization
structure
Session 19 Store management in Retail
Topics to be covered:
Store operations and related issues, Hands on
experience, daily store routine
Quiz 3 – Module 3
Pre-reading :
Illustration :
Chapter 17, 19 Text Book
Industry Interaction (Probable)
Session 20 Project Presentation
Topics to be covered :
Presentation of Project. Each team 15 minutes.
Submission of project (hard as well as soft copy)
10