Retail Management

Topics: Supply chain management, Brand, Retailing Pages: 23 (6276 words) Published: August 3, 2013
TABLE OF CONTENTS

INTRODUCTION
2. DESIGN AND LAYOUT OF ECOLAND
2.1 Ecoland Name, Headline, Logo
2.2 Ecoland Retail Sector
2.3 Ecoland Store Design and Layout
3. ECOLAND MARKETING: MACRO ENVIRONMENT AUDIT
3.1 Ecoland PEEST Analysis
3.2 Ecoland Competitive Environment Audit
4. ECOLAND MARKETING: MICRO ENVIRONMENT AUDIT
4.1 Market Segmentation
4.2 Porter's 5 Forces – The Operating Environment
5. FINANCIAL STRATEGY for ECOLAND
5.1 Financial statement
5.2 Break-even analysis
5.3 Financial rates
6. HRM STRATEGY for ECOLAND
6.1 Recruitment (Innovative HR)
6.2 Retention
MERCHANDISING STRATEGY
PRICING STRATEGY
SUPPLY CHAIN MANAGEMENT AND LOCATION
9.1 Single and Multi-sourcing
9.2 Supply Chain Planning
9.2.1 Distribution Centers versus Direct Store Delivery
9.2.2 Demand Planning
9.2.3 Pull Supply Chain
9.2.4 Cross Docking
9.3 Costs in Supply Chain
9.4 Strategies Employed
9.4.1 Examine Suppliers
9.4.2 Monitor Inventory
9.4.3 Keep A Healthy Relationship with Suppliers
9.5 Ecoland Location
10. BRANDING
11. SUMMARY
12. REFERENCES
13. APPENDIXES

Introduction

A number of researches indicate that people now pay more attention to environmental issues. Over the past few years, more consumers have realized that their buying behavior somehow have direct effects on many environment problems. People’s realization stimulates the demand of eco-friendly products. In 1989, 67% of Americans were willing to pay more by about 10% for eco-friendly products (Coddington, 1990). But things have changed in only five years. Myburgh-Louw and O’Shaughnessy (1994) found that 79% of their research sample (UK female consumers) consented to pay up to 40% more for green products.

The huge customer demand stimulates us to create an innovative green products specialty store named as "Ecoland". The design of the shop will be carefully introduced in the following part. And a critical analysis of the strategies of marketing, merchandising, operational management, pricing, branding and supply chain management will be illustrated in this paper as well.

2 Design and Retail Format of Ecoland

2.1 Ecoland Name, Headline, Logo

[pic]
Fig. 1 Logo of Ecoland

The name of the retailer is “Ecoland”. Eco is the abbreviation of ecology, which is "a branch of science concerned with the interrelationship of organisms and their environments". (Merriam Webster dictionary) "All about green" is the headline of Ecoland. It expects that ecosystem and the community will be better off with the prosperity of Ecoland. The emotional difference between retail brands is more important than ever. Consumer lifestyles and spending patterns are changing. Staying ahead of these changes are crucial for success. (Floor. K, 2010) Today, pollution is an increasing danger to the health of the planet. More population is pursuing green lifestyle. "Ecoland" conveys the wish for a green planet, which build emotional difference from other retailers and makes it a strong brand.

The logo is inspired via the signs of tree and earth. The colors of green and wood indicate that all the merchandises are pure and natural. Both the signs and color of logo inspiration are informative and harmonic, as this part is act as a bridge between the merchandises and the target market. (Levy, 2012)

2.2 Ecoland Retail Sector

The retail sectors are mainly composed of general retailers, general merchandise retailers and non-store retailers. (Levy, 2012) The following chart summarizes the characteristics of general merchandise retailers that sell through stores.

[pic]
Fig. 2 Sourced From : Levy (2012)

Ecoland is a medium sized innovative specialty store selling creative environment friendly products. In other words, all of the merchandises are based on the concept of environmental protection and have creative design, which leads to the deep but narrow assortments. The retail ownership of Ecoland is independent, single-store establishments.(Berman, B, 2009)...

References: The retail sectors are mainly composed of general retailers, general merchandise retailers and non-store retailers. (Levy, 2012) The following chart summarizes the characteristics of general merchandise retailers that sell through stores.
4.1 Market Segmentation
David Jobber defined marketing segmentation as "an effort to identify and categorize groups of customers according to common characteristics." (Jobber, 2010) It provides a commercially viable method of serving customer needs
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