THE IMPORTANCE OF

RETAILRitzky Karina M.R. Brahmana

SE.,MA

BUSINESS MODEL GENERATION

SEGMENTATION STRATEGY

STEP 2: DESCRIBE SEGMENTS

PRODUCT ASSORTMENT AND PRODUCT LINE DECISIONS

Breadth• Number of product

lines

Depth• Number of categories

within a product line

INNOVATION AND VALUE

Benefits of new

products

Satisfy the

changing needs of consumer

s

Add value to the firm

Diversify firm’s risk

PRICING STRATEGIES

COST-BASED METHODS• Cost-base

pricing methods start with cost

• All costs calculated on a per unit basis

• Assumes costs don’t vary for different levels of production

COMPARED TO OTHER PRICING METHODS, COST-BASED PRICING:

A.creates greater improvement value.B. is less likely to result in price fixing.C.has greater influence on reference

prices.D.results in higher profit margins.E. is relatively simple.

COMPETITOR-BASED METHODS

Set prices to signal information of how product compares with competitors

Premium pricing

Zillow Website

VALUE-BASED METHODS Setting prices

that focus on the overall value of the product

Consumer perceptions

Mercedes-Benz Commercial

RETAIL MIX

LOKASI -SHOPPING MALL -RUKO -KOMPLEKS PASAR

TRADISIONAL -PUSAT KOTA (CBD) -KOMPLEKS ALTERNATIFSTOK BARANG -FAST MOVING

PRODUCT -SLOW MOVING

PRODUCTLAYANAN JASA -SERVICE GAP (KNOWLEDGE, STANDARD, DELIVERY GAP)

RETAIL MIXDESAIN & LAYOUT -GRID LAYOUT

(CARREFOUR)-RACE TRACK

(SOGO, DEPARTEMENT STORE)-FREE FORM

(BUTIK)HARGA -EDLP

-HLP DAILY DEAL?KOMUNIKASI -IKLAN

-SALES PROMOTION -PERSONAL SELLING -PUBLIKASI

PENCIPTAAN SUASANA WARNA, CAHAYA, MUSIK, KOMUNIKASI VISUAL, AROMA, PENGATURAN SUHU

SHOPPING MOTIVATION

Nostalgia souvenirs are reminders of the places people have traveled

Prestige buying local art allows shopper to show appreciation for local workmanship & add to their personal collection

Functionality convinience and price of items may vary depending on vacation destinations

SHOPPING MOTIVATION

Gifts shopper buy gifts for family and friends

Altruistic reasons shopper may buy items that benefit people and or places at the destination

CUSTOMER SEGMENTS

MANMove Faster, spend less time looking

Look at price tags less often and can be more easily upgraded to a more expensive item

CUSTOMER SEGMENTS

MANGet a thrill from the experience of paying

Hate asking for directions

CUSTOMER SEGMENTS

WOMEN

Spend more money when shopping with other woman

Are More demanding of the shopping environment

CUSTOMER SEGMENTSOLDER

SHOPPER--Must have easy to read signs--See a lot more black, white&red, ad a lot less of other colors

Need Brightly lit stores

CUSTOMER SEGMENTS

CHILDREN

If stores are not child friendly, parents will be deterred to enter:

CUSTOMER SEGMENTS

Make merchandise reachable

Childproff the store

Be able to divert the attention of a restless child

Design a good area for children