零售市场营销策略RetailMarketingStrategy国外优秀商务报告课件.pptVIP

* * * * * * * * * * * * * * * * * * * Market Attractiveness/Competitive Position Matrix Steps in Using Market Attractiveness - Competitive Position Matrix Define strategic opportunities Identify market attractiveness and competitive position factors Assign weight based on importance of factors Rate opportunities on market attractiveness and competitive position Calculate scores and evaluate opportunities Attractiveness Ratings forInternational Growth Opportunities Competitive Position in International Growth Opportunities * * * * * * * * * * * * * * * * * * * * * * * * * * * * Critical Tradeoff In Developing Strategic Advantage Focus Leads to Developing A Competitive Advantage But Focus Reduces Flexibility Low Cost, Consistent Image, Vendor Relationships Reduces Flexibility Similar to Dating and Marriage – Commitment to a Relationship (Vendor) Reduces Flexibility Growth Strategies Ryan McVay/Getty Images Market Penetration Market Expansion Retail Format Development Diversification Related vs. Unrelated Growth Opportunities Market Penetration Attract customers from target market – Walgreens “on every corner” Get current customer to visit store more often or buy on each visit Cross Selling – sales associates in one department sell complimentary merchandise from other departments Example: Manicurist sells services plus hand lotion or nail polish Example: Salesperson sells leaf blower directs customer to electrical department to purchase a 100 foot extension cord. Market Expansion Market expansion growth opportunity involves using the existing retail format in new market segments Dunkin’ Donuts – new stores (and at gas stations) outside northeastern Abercrombie Fitch (for college students) opens lower-priced chain Hollister Co. for high school students Retail Format Development Develops a new retail format with a different retail mix for the same target market Multi-channel retailing UK based TESCO: Tesc