Description
It describes the Presentation on Factors affecting location & strategy of modern trade outlets
? Retail
industry in India is expected to rise 25% yearly ? Second most attractive emerging market for investment ? Huge potential for growth for the organised retail sector ? Modern retail boom faces stiff competition from the 12 million Mom-and-Pop stores
? ?
The Most Important ‘P’ in Retailing
While retailer can change his merchandise mix, adjust prices, improve communication with consumers and offer better service, once the store comes into existence, it is very difficult to change the location The store must be situated at a location which optimises exposure to target consumers and is accessible on foot, by car or by transit The store should generate enough revenue per square foot of its area so that all the costs incurred in the store can be recovered It is also necessary for the store to turn profits within a reasonable amount of time in order to justify the setting up of the store at the given location in the first place
?
?
?
?
Primary sources of data
The store managers at the retail outlets ? The regional manager ? Store employees
?
?
Data collection methods
Structured Direct Interviews ? In-Depth Interviews (Personal and Telephonic)
?
?
Secondary sources of data
Websites ? Annual reports ? Articles
?
? Important
? ? ? ? ? ?
Factors
?
? ?
Type of Business Type of Goods sold Demographics Competition Traffic Patterns Merchant Associations City By-Laws, Zoning and Planning Location Costs Special Consideration
? Trade
? ? ?
Area segments
Primary Area Seconday Area Fringe Area
? Types
?
of trading area
?
Convenient Shopping Trade Area Comparison Shopping Trade Area
? How
? ? ? ?
far do people travel to shop?
Grocery – 1.5 kms Cosmetics – 4.05 kms Books – 2.74 kms Apparel – 2.75 kms
?
Marketers rely more on first hand information than on the results of scientifically carried out research
Managers feel that the penetration of outlets especially the modern trade outlets is too low in India to justify the need for a detailed study General knowledge of the demography and population are main requirements for decision making Finer details such as traffic flow, parking space, presence of other retailers are major contributors Frequent changes are made to layout and merchandising within the outlet to suit the local preferences and to meet the changes in demand
?
?
?
?
?
Mr. Onil, Chief Manager, Food Bazaar Contact: 020-66201600 [Direct Interview]
Mr. Vikram Chavan, Area Manager, Reliance Fresh [Telephonic Interview] Mr. Praveen, Store Manager, Reliance Fresh [Direct Interview] www.rai.net.in www.retailmerchants.com
?
?
?
?
doc_569702867.pptx
It describes the Presentation on Factors affecting location & strategy of modern trade outlets
? Retail
industry in India is expected to rise 25% yearly ? Second most attractive emerging market for investment ? Huge potential for growth for the organised retail sector ? Modern retail boom faces stiff competition from the 12 million Mom-and-Pop stores
? ?
The Most Important ‘P’ in Retailing
While retailer can change his merchandise mix, adjust prices, improve communication with consumers and offer better service, once the store comes into existence, it is very difficult to change the location The store must be situated at a location which optimises exposure to target consumers and is accessible on foot, by car or by transit The store should generate enough revenue per square foot of its area so that all the costs incurred in the store can be recovered It is also necessary for the store to turn profits within a reasonable amount of time in order to justify the setting up of the store at the given location in the first place
?
?
?
?
Primary sources of data
The store managers at the retail outlets ? The regional manager ? Store employees
?
?
Data collection methods
Structured Direct Interviews ? In-Depth Interviews (Personal and Telephonic)
?
?
Secondary sources of data
Websites ? Annual reports ? Articles
?
? Important
? ? ? ? ? ?
Factors
?
? ?
Type of Business Type of Goods sold Demographics Competition Traffic Patterns Merchant Associations City By-Laws, Zoning and Planning Location Costs Special Consideration
? Trade
? ? ?
Area segments
Primary Area Seconday Area Fringe Area
? Types
?
of trading area
?
Convenient Shopping Trade Area Comparison Shopping Trade Area
? How
? ? ? ?
far do people travel to shop?
Grocery – 1.5 kms Cosmetics – 4.05 kms Books – 2.74 kms Apparel – 2.75 kms
?
Marketers rely more on first hand information than on the results of scientifically carried out research
Managers feel that the penetration of outlets especially the modern trade outlets is too low in India to justify the need for a detailed study General knowledge of the demography and population are main requirements for decision making Finer details such as traffic flow, parking space, presence of other retailers are major contributors Frequent changes are made to layout and merchandising within the outlet to suit the local preferences and to meet the changes in demand
?
?
?
?
?
Mr. Onil, Chief Manager, Food Bazaar Contact: 020-66201600 [Direct Interview]
Mr. Vikram Chavan, Area Manager, Reliance Fresh [Telephonic Interview] Mr. Praveen, Store Manager, Reliance Fresh [Direct Interview] www.rai.net.in www.retailmerchants.com
?
?
?
?
doc_569702867.pptx