Strategic Retail Management (PDF)
Text and International Cases
(Sprache: Englisch)
"Strategic Retail Management - Text and International Cases" is devoted to the dynamic development of retailing. The various strategy concepts adopted by retailing companies and their implementation in practice are at the core of the book.
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"Strategic Retail Management - Text and International Cases" is devoted to the dynamic development of retailing. The various strategy concepts adopted by retailing companies and their implementation in practice are at the core of the book.
This is not a traditional textbook or collection of case studies, but is intended to demonstrate the complex and manifold questions of retail management in the form of 15 lessons that provide a thematic overview of key issues and illustrate them with the help of comprehensive case studies. Internationally known retail companies are used as examples to facilitate an understanding of what is involved in strategic retail management and to present some best practices.
The book can be used in teaching as a basis for working with case studies. For this purpose, the case studies are integrated into the lessons in such a way that they provide additional content and a specific application of the individual lessons. They form part of the main topic, but also lead to suggested discussion subjects and questions in order to deepen the understanding of the topic. Instructors are provided with additional resources.
"Strategic Retail Management" is targeted primarily at students in their third and fourth academic year (undergraduate and graduate level) in the field of Business Administra-tion/Marketing/Management at different institutions, such as universities, academies and business schools. In addition, practitioners in the consumer goods industry and in retailing companies who wish to obtain compact and practice-oriented information on current retail concepts will also benefit from reading this book.
This is not a traditional textbook or collection of case studies, but is intended to demonstrate the complex and manifold questions of retail management in the form of 15 lessons that provide a thematic overview of key issues and illustrate them with the help of comprehensive case studies. Internationally known retail companies are used as examples to facilitate an understanding of what is involved in strategic retail management and to present some best practices.
The book can be used in teaching as a basis for working with case studies. For this purpose, the case studies are integrated into the lessons in such a way that they provide additional content and a specific application of the individual lessons. They form part of the main topic, but also lead to suggested discussion subjects and questions in order to deepen the understanding of the topic. Instructors are provided with additional resources.
"Strategic Retail Management" is targeted primarily at students in their third and fourth academic year (undergraduate and graduate level) in the field of Business Administra-tion/Marketing/Management at different institutions, such as universities, academies and business schools. In addition, practitioners in the consumer goods industry and in retailing companies who wish to obtain compact and practice-oriented information on current retail concepts will also benefit from reading this book.
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Chapter 4 (p.77-78) Growth Strategies
The aim of this Chapter is to introduce the alternative routes to company growth for retailers. Ansoffs matrix, as a strategy tool, branch multiplication, cooperation and mergers &, acquisitions are considered as basic alternatives for expanding the retail store network.
Growth Options
Almost all retailing activities start as independent, single outlet operations. Compared to other business sectors, such as manufacturing, entering into retailing by opening a retail store is relatively easy and does not require high capital resources. The desire to grow business and increase its value is often a fundamental objective from the very beginning. For retailers, among other benefits, sales growth provides benefits through purchasing from suppliers in large quantities and from economies of scale in operations (e.g. IT, logis tics, and administration) (Ogden/Ogden 2005, p. 92).
For decades, strategic management has analysed the alternative routes to company growth. Ansoffs matrix (or product market matrix) is a well known categorisation of growth strategies (see Figure 4.1). It consists of four sepa rate strategies (Ansoff 1988):
With present products and in present markets, growth can be achieved by market penetration. Higher sales from existing markets can either be obtained by attracting current non customers, who either do not buy products in the offered categories at all or who buy them from competi tors. Alternatively, the loyalty of existing customers of the retailer can be improved and the value of their shopping baskets increased.
Product development is characterised by offering new products to existing markets. This can be done by providing the existing customer base with new product categories in the existing stores (see Chapter 8). Apparel stores expanding into selling shoes would be a good example. Consider ing the fact that the retailers
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"products" are his stores (see Chapter 6), product development in retailing often means introducing new retail formats in existing markets (see Chapters 1 and 2). Store retailers starting to offer their products in the Internet, or supermarket retailers opening convenience stores are examples of product development.
A current product offer can be targeted to a new customer segment, often in a new geographic area (market development). Regional retailers expand ing their traditional store formats to other regions or national retailers expanding to new countries attempt to increase revenue for the company with this strategy.
Diversification entails offering new products to new markets. Tescos Per sonal Finance, the Rewe Groups activities in the travel market, and Virgin Airlines are examples of this strategy. Because diversification often leads retailers beyond traditional retail markets, this strategy is not discussed in more detail in this book. It should be noted, however, that the man agement literature warns of the dangers of diversification, when the core competence of retailers lies in other fields.
A current product offer can be targeted to a new customer segment, often in a new geographic area (market development). Regional retailers expand ing their traditional store formats to other regions or national retailers expanding to new countries attempt to increase revenue for the company with this strategy.
Diversification entails offering new products to new markets. Tescos Per sonal Finance, the Rewe Groups activities in the travel market, and Virgin Airlines are examples of this strategy. Because diversification often leads retailers beyond traditional retail markets, this strategy is not discussed in more detail in this book. It should be noted, however, that the man agement literature warns of the dangers of diversification, when the core competence of retailers lies in other fields.
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Autoren-Porträt von Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein
Joachim Zentes is Professor of Marketing and Management at the Saarland University, Saarbrücken, Germany. He is Director of the Institute for Commerce & International Marketing (H.I.MA.) and Director of the Europa-Institut at Saarland University. He holds a chair in Business Adminstration, with a focus on Foreign Trade and International Management. Joachim Zentes is also a member of various boards of directors and advisory boards in Germany and abroad.Prof. Dr. Dirk Morschett holds the Chair for International Management - Liebherr/Richemont Endowed Chair - at the University of Fribourg, Switzerland.
Hanna Schramm-Klein is Assistant Professor of Marketing and Management at the Institute for Commerce & International Marketing (H.I.MA.), Saarland University, Saarbrücken.
Bibliographische Angaben
- Autoren: Joachim Zentes , Dirk Morschett , Hanna Schramm-Klein
- 2007, 2007, 366 Seiten, Englisch
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3834992720
- ISBN-13: 9783834992727
- Erscheinungsdatum: 16.10.2007
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
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Englisch
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