Transcript Chapter 4
Chapter 4 Retail Institutions by Ownership RETAIL MANAGEMENT: A STRATEGIC APPROACH, 10th Edition BERMAN EVANS Chapter Objectives To show the ways in which retail institutions can be classified To study retailers on the basis of ownership type and examine the characteristics of each To explore the methods used by manufacturers, wholesalers, and retailers to exert influence in the distribution channel 4-2 Figure 4-1: A Classification Method for Retail Institutions I Ownership II Store-Based Retail Strategy Mix III Nonstore-Based Retail Strategy Mix 4-3 Ownership Forms Independent Chain Franchise Leased department Vertical marketing system Consumer cooperative 4-4 Independent Retailers 2.2 million independent U.S. retailers 70% of these are run by owners and their families Why so many? Ease of entry 4-5 Competitive State of Independents Advantages Flexibility in formats, locations, and strategy Control over investment costs and personnel functions, strategies, responsibility is clear Personal image it’s a personable retailer Consistency and independence only one store Strong entrepreneurial leadership owner operator 4-6 Disadvantages Lack of bargaining power Labor intensive operations Over-dependence on owner Limited long-run planning Family problems Chain Retailers Operate multiple outlets under common ownership Engage in some level of centralized or coordinated purchasing and decision making In the U.S., there are roughly 110,000 retail chains operating about 800,000 establishments 4-7 Competitive State of Chains Advantages Bargaining power Cost efficiencies Efficiency from computerization, sharing warehouse and other functions Defined management philosophy clear rules and responsibilities Considerable efforts in long-run planning 4-8 Disadvantages Limited flexibility Higher investment costs Complex managerial control Limited independence among personnel several layer of management Figure 4-3: The Body Shop 4-9 Franchising A contractual agreement between a franchisor and a retail franchisee, which allows the franchisee to conduct business under an established name and according to a given pattern of business Franchisee pays an initial fee and a monthly percentage of gross sales in exchange for the exclusive rights to sell goods and services in an area 4-10 Franchise Formats Product/Trademark Franchisee acquires the identity of a franchisor by agreeing to sell products and/or operate under the franchisor name Franchisee operates autonomously gasoline services stations 4-11 Business Format Franchisee receives assistance: location, quality control, accounting systems, startup practices, management training Common for restaurants, realestate McDonald Figure 4-5: Business Qualifications Sought by McDonald’s for Potential Franchisees Experience Financial resources Growth capability Planning ability Strong credit Ideal Franchisee Ability to manage finances Willingness to complete training Full-time commitment 4-12 Customer and employee focus Figure 4-6: Structural Arrangements in Retail Franchising 4-13 Wholesaler-Retailer Structural Arrangements Voluntary: A wholesaler sets up a franchise system and grants franchises to individual retailers Radio shake Cooperative: A group of retailers sets up a franchise system and shares the ownership and operations of a wholesaling organization ACE Hardware 4-14 Competitive State of Franchising Advantages Low capital required Acquire well-known names Operating/ management skills taught Cooperative marketing possible Exclusive rights 4-15 Disadvantages Oversaturation could occur in one area Franchisors may overstate potential Agreements may be cancelled or voided Royalties are based on sales, not profits Leased Departments • A leased department is a department in a retail store that is rented to an outside party – The proprietor is responsible for all aspects of its business and pays a percentage of sales as rent – The department store sets operating restrictions to ensure consistency and coordination 4-16 Competitive State of Leased Departments Benefits Provides one-stop shopping to customers Lessees handle management Reduces store costs Provides a stream of revenue 4-17 Potential Pitfalls Lessees may negate store image Procedures may conflict with department store Problems may be blamed on department store rather than lessee by customers Figure 4-8a: Vertical Marketing Systems Independent Channel System Functions: Manufacturing Wholesaling Retailing Ownership: Independent Manufacturer Independent Wholesaler Independent Retailer 4-18 Figure 4-8b: Vertical Marketing Systems Partially Integrated Channel System Functions: Manufacturing Wholesaling Retailing Ownership: Two channel members own all facilities and perform all functions 4-19 Figure 4.8c: Vertical Marketing Systems Fully Integrated Channel System Functions: Manufacturing Wholesaling Retailing Ownership: All production and distribution functions are performed by one channel member 4-20 Store-Based Retail Strategy Mixes Convenience store Conventional supermarket Food-based superstore Combination store Box store Warehouse store Specialty store 4-21 Variety store Traditional department store Full-line discount store Off-price chain Factory outlet Membership club Flea market Nonstore-Based Retail Strategy Mixes and Nontraditional Retailing Direct marketing Exposed products and services through impersonal medium Direct selling personal sales to home Vending machines through electronic machine World Wide Web Amazon 4-22