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Marketing 475 Retailing Management Week I: 2002

Week I. Marketing 475 Retailing Management Week I: 2002. Introductions Ground rules IRI exercises Retail overview Handout case 1. Introductions/ Announcements. Roll/registration: any problems? Food Industry Certificate at PSU Scholarships. Index Cards. Name Phone # for messages

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Marketing 475 Retailing Management Week I: 2002

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  1. Week I Marketing 475Retailing ManagementWeek I: 2002 • Introductions • Ground rules • IRI exercises • Retail overview • Handout case 1

  2. Introductions/Announcements • Roll/registration: any problems? • Food Industry Certificate at PSU • Scholarships

  3. Index Cards • Name • Phone # for messages • email address • Employer (if applicable) • Major; grad year • What is your goal upon graduating? (specific)

  4. Retailing! • Scope • Retailers • Suppliers • Hangers-on

  5. Mktg. 475 Objectives • IRI Analyzer software tool basic navigation, report writing and analysis • Basics of branding and retail packaged goods marketing • Category management and variety/duplication concepts • Overview of the retailing industry and retail financial basics • Compelling presentations of data using PowerPoint

  6. IRI Analyzer • Software used throughout the course • Basis for learning analytical skills • Widely used in retailing and packaged goods industry

  7. Grading

  8. Final Project • Project Outline: (Due Week 5), includes targeted data sources and references you will use for industry information. • Integrate the course material to help solve a real business issue • Demonstrate understanding of key concepts

  9. Case Analyses

  10. Case Analyses • Data to support conclusions must be used in the body of the paper and must be shown in attachments (from Analyzer reports)

  11. Attendance/Participation • Mktg 475 is a discussion class; everyone is expected to contribute • Miss 3 or more classes and receive 0 credit for attendance • Level of thought, regular participation and listening skills will be basis for grade in participation

  12. IRI Exercises • Lab session

  13. IRI Analyzer Basics • What it is • Dimensions • Starting • Navigation

  14. Dimensions

  15. Week 2 Marketing 475Retailing ManagementWeek 2: 2002 • IRI exercises Mod 1-5; 6-9 • Retailing basics Ch. 2 • Retailing strategy Ch. 6

  16. IRI Exercises • Mods • Practice Case 1

  17. Retailing Basics • Functions of retail: break bulk, hold inventory, provide services, add value • 20% of US industrial employment • Some of the largest firms worldwide are retailers • Kroger • Wal-Mart • Carrefour • Home Depot • Career opportunities

  18. Food Retailing • C-Stores: <4 tsf • Conventional supermarket: <20 tsf • Superstores; combination stores: 20 - 100 tsf • Warehouse/box stores • Natural foods • Specialty

  19. Creating and Implementing Retail Strategy • Target the market • Identify the format • Develop long-term sustainable competitive advantage • Customer loyalty • Competitive position • Provide appropriate merchandise and services

  20. The Retail Mix Location Store design Assortments Pricing, advertising and promotion Selling and service

  21. Start of Week 3

  22. Assortments • Variety (breadth) vs. duplication • Breadth vs. depth

  23. Category Management • A “roadmap” to better marketing planning and execution • Recognizes and involves all parties in the supply chain

  24. Category Management: an Outgrowth of ECR • Efficient Consumer Response: grocery industry initiative • goal is to drive out inefficiencies • ... in grocery channel

  25. Efficient Consumer Response Timely, accurate paperless information flow Consumer Household Retail Store Supplier Distributor Smooth, continual product flow matched to consumption

  26. ECR: 10% of the Retail Dollar Represents Supply Chain “Waste”

  27. Category Management Defined: “A collaborative process of managing categories as strategic business units...by focusing on consumer value.” • ECR Best Practices Committee on Category Management 1994

  28. Category Management Major Elements Information Technology Organization Capabilities Strategy & Business Process Collaborative Relationships Scorecard

  29. Category Management Process

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