Está en la página 1de 32

Situational analysis

The Situational Analysis

Company analysis Product/service history Competitive analysis Geographical considerations Consumer analysis SWOT analysis

Company Analysis

Company mission and vision Sales and profit figures Risk position (risk oriented or more conservative) Corporate (or organizational) resources, including, but not limited to, financial, technological, and human Aggressiveness Market share Sales trends Industry characteristics

Product History and Analysis

Product/service ()

Current problems facing the product, brand, or service Past retail successes or failures Past years' budgets Past to present media spending

Product History and Analysis

total product Product history/additions/deletions

Types of Retail Institutions

Types of classification methods

Ownership - Strategy Channel Nontraditional retailers ( )

Independent retailer- one that operates as a single establishment Chain- one that operates multiple (more than one) retail store Franchise- a contractual agreement between a franchisor and a franchisee that allows the franchise to operate a retail establishment using the name (usually) and the franchisors operating methods Cooperative- a situation where individual retailers, wholesalers, or consumers join together in a retail venture

Advantages Quick response to customers Involvement in the community Lower retail expenses More opportunities to build customer relationships Disadvantages Hard to take advantage of economies of scale Lower levels of expertise in functional areas Smaller number of employees

Independents (contd)

To compete with larger retailers independents should:

Improve merchandising Revive marketing practices Provide outstanding service to customers Treat the customer right Improve the efficiency of business Implement changes Develop strategic clarity

Chain Stores

. Many chain stores are divisions of larger companies, for example, Marinopoulos Corporation owns:

Notos Galleries, department stores Beauty Shop drugstores


Chain Stores
Advantages Cost reductions through economies of scale Use information technology more Human resource capabilities to hire best and brightest Disadvantages Higher costs Slower to respond to environmental changes Harder to tailor products to different geographical areas




Smaller capital outlay required Established brand names Economies of scale achieved Training provided by franchisor on many functional areas Product franchising- the franchisee agrees to sell the franchisors products or services


Types of Franchises (contd)

Business franchising- there is a great deal of interaction between the franchisor and the franchisee; the franchisor agrees to support all of the business functions while listening to the wants and needs of its franchisees Trademark franchising- the franchisee acquires the franchisors identity and utilizes the trademarks developed by the franchisor



Overcome many disadvantages of smaller retailers Types

Retail-sponsored co-ops: several retailers band together Wholesaler-sponsored co-ops: group developed by wholesalers


Classification by Strategy

General merchandise retailers

Department stores Discount stores Specialty stores


Classification by Strategy (contd)

Food retailers

Conventional supermarkets Superstores Hypermarkets Warehouse clubs and stores Convenience stores


Department Stores

Carry a wide breadth and depth of products Offer more customer service than general merchandisers Organized by departments (junior, menswear, shoes) Use more IMC than other retailers (radio, newspapers, television, direct mail, etc) Increase competition from specialty retailers and discounters


Discount Stores

Limited customer service Lower prices than department stores Merchandise viewed as less fashionable Focus on high-volume, low-cost products Largest discount stores

Wal-Mart Target Kmart


Specialty Retailers

Carry a limited number of products within one or a few lines Use market segmentation strategy instead of mass marketing Customer service levels typically high Emergence of category killers


Food Retailers

Many food retailers carry merchandise outside traditional lines in order to remain competitive Results in blurring of retail channels Trend is to offer one-stop convenience

Delicatessen Greeting cards Floral departments In-store banks In-store pharmacies Child care


Conventional Supermarkets

Self-service food store that generates 2 million Euro/year or more Typically carry grocery, meat, and fresh produce Carry very little general merchandise Rely on high inventory turnover



Food-based retailers Larger than traditional supermarket Carry expanded services

Delicatessen, bakery, seafood, nonfoods

Range from 20,000 square m to 150,000 square m


Combination Stores

Combine food items with nonfood items One-stop shopping experience Common check-out area for both nonfood items and food items Typically 100,000+ square m



More than 40 percent of sales come from non-food items Customers willing to drive further to shop at a super center Wal-Mart leads the category


Warehouse Clubs and Stores

Lower prices and lower number of services Cater to small to midsize businesses in addition to final consumer Typically located in lower-rent areas of cities Very little merchandizing Often charge yearly membership fees Carry few perishable items


Sams Club


Convenience Stores

Carry very limited assortment of products Housed in small facilities Major sellers are cigarettes (25% of sales) and non-alcoholic beverages (15% of sales) Strategy is to intercept consumers between their home and work Higher prices than other formats


Classification by Channel

Brick Nonstore retailers- Bricks-and-clicks-


Nontraditional Retailers

Direct Marketing Direct Selling Vending Machines E-tailing Internet


Advantages Ease of bringing buyers and sellers together Increases a companys trading area Convenient for consumers Can help reduce inventory carrying costs Disadvantages Perceived lack of privacy and security Difficulties in creating customer friendly sites Competition from other formats


Competitive Analysis

Intratype- Intertype-


Economic Situations

Pure competition ( )

Market in which there are many different buyers and sellers Market in which there is only one retailer selling a specific good or service

Monopoly ()

Monopolistic competition ( )

Market in which there is limited competition from other retailers A market with a few sellers of similar products where one company emerges as market leader

Oligopolistic competition ()