DAY 1 - Slide 1 - Retail & Wholesale 11

8/17/2019 DAY 1 - Slide 1 - Retail & Wholesale 11

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RETAILING ANDWHOLESALING


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Dr. Mazlan Zainuddin

Dr. Mazlan Zainuddin, a Certified International Professional Trainer, (Cambridge, UK)

(Fello), Ceritified International Professional Trainer (IPM!, UK) a member of InternationalProfessional Manager !sso"iation, United Kingdom and Certified Trainer from #uman

$esour"es De%elo&ment Fund (#$DF) #e is also res&onsible for training, "onsulting,

"oa"'ing and fa"ilitating a"ti%ities in t'e Certified Professional Trainer &rogramme (Train t'e

Trainer). #e 'as ored it' man international organizations su"' as C'arterfield

Cor&oration * !ustralia, +ardner Mer"'ant * ngland and ot'ers.

-Dr. Mazlan is a %er "on%in"ing s&eaer and trainer. #is or in training "lients in"ludes training design, formulating

training strategies and training &lans and "arring out "ustomized training &rograms it' an em&'asis on measuring

results. #e is non for 'is &eo&le relations'i& &ersonalit, 'e belie%es &eo&le are different and 'as a uniuebe'a%ioural stle t'at leads us to dis&la distin"t as of t'ining, feeling and res&onding.

Dr. Mazlan/s area of s&e"ialization is in t'e area of 0trategi" T'ining 1 Planning, Management 1 2eaders'i&

De%elo&ment. #e also is su""essful in bringing out t'e best of t'e &arti"i&ants in to&i"s su"' as Presentation, Train t'e

Trainer and Personal De%elo&ment, 3egotiation 0ills, Communi"ation and Customer 0er%i"e, Team 4uilding and

Moti%ation.

Dr. Mazlan5s first degree as in Ps"'olog and 'e 'as alas been interested and in%ol%ed in 'uman and

management "ommuni"ations and negotiation issues. T'roug' t'e e6&erien"e, 'e understands better t'e emotional

"onne"tions for "ommuni"ation and negotiation at or, for business and e%en &ersonal li%es.

-7it' 'is dedi"ated team of lie8minded "o8orers, Dr. Mazlan 'as de%elo&ed indoor training games and outdoorteambuilding a"ti%ities, 'i"' are immensel &o&ular it' and ell re"ei%ed b "or&orations "om&anies and go%ernment

agen"ies. #e also 'ad t'e o&&ortunit to "'air brainstorming sessions it' le%el leaders in t'e sele"tion of %ision,

mission and %alues statements for t'eir organization and de&artments. #e 'as a re&utation for engaging and moti%ating

&arti"i&ants to embra"e ne "on"e&ts and stri%e for &ersonal and organizational e6"ellen"e b using &ra"ti"al and

"reati%e te"'niues.

#e 'as "arried out numerous ors'o&s and seminars for 4onia International, 0araa 0tate +o%ernment 9Training

ne !ssistant Distri"t :ffi"er (!D:);, :il and +as Com&an, 4rand +lobal Forum, 3aza +rou& of Com&anies, #I3: (M)

0dn 4'd, Isuzu (M) 0dn 4'd, 66on Mobil, PK30, Dagang 3et Te"'nologies 0dn 4'd, Prin"e Court Medi"al Centre,

Peremba +rou&, Kementerian Perdagangan Dalam 3egeri (KPD3KK), 0uru'an


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=

T'e 7ood"utter 0tor


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>

The Learning Cycle

7 don/t belie%e &eo&le b

listening. 7e belie%e t'at &eo&le

learn b going t'roug' e6&erien"esand b doing t'ings.

0o t'is is 'o e run t'is


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@

Rules of the Game

-T'e onl failure is t'e failure to

&arti"i&ate.

-0'are ideas, dis"uss, listen and"ommuni"ate.

-Aualit of our out&uts is t'eultimate test.- !%oid blame,


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B

Rules of the Game

-Tae res&onsibilit for our on

be'a%iour.

-Kee& an o&en mind.-4efore asing 7' * as 7'

3otE

-4e 'onest, fran and s&ea u&


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3 Kinds of people

ProActiveProActive

- ReactiveReactive

““Dead WoodDead Wood

””


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The Process Questions

What is the PURPOSE?

o! do "ou #easure SU$$ESS?

$O%$ER%S(Challenges, difculties, issues)


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$euests

DOAs a Question !hen "#u ha$e #ne%

&eel 'ee t# Share "#u ideas%

See Clarifcation t# i' an idea is n#t clea%

e Skeptical * D#n+t ha$e t# agee i' "#ud#n+t%

* ut let us n#!%

Thin #ut #' the #-. get out o ourCOMFORT ZONE

Please s!itch o& "ourPlease s!itch o& "our

Mo'ile Phone.Mo'ile Phone.

TA%(S &or "ourTA%(S &or "our

coo)erationcoo)eration


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$euests

DON+T

Cl#se "#u /ind " sa"ing “This

is all theory. This won’t work for me.” E-0ect all the ans!es '#/

the s0eae

Thin a#ut the work piling up

3!M

T!+


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Presented *"+ Dr. MazlanPresented *"+ Dr. MazlanZainuddinZainuddin

Are ,ou Read"?


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4I3+:4I3+:

JL


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J=

4$!K


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RETAILING


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What is etailing1

Retailing can be dened as the buying and sellingof goods and services. It can also be dened asthe timely delivery of goods and services

demanded by consumers at rices that arecometitive and a!ordable.

The term "retail" is derived from the #rench $ord

retailer $hich means "to cut a iece o! or tobrea% bul%". In simle terms& it imlies a rst'handtransaction $ith thecustomer.


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Tyes of retailers


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Product ine1 De)th1 *readth

- S)ecialt" store / $arr" a narro! )roduct line2Adidas1 %3(E4

- De)art#ent store / $arr" several )roduct

lines 2Par5son1 3setan4

- Su)er#ar5et / Serve consu#er6s

total needs &or &ood1 laundr" 7

household #aintenance )roducts

2AEO%1 8illa-e 9rocer4


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Product ine1 De)th1 *readth

- $onvenience store / s#all stores locatednear residential areas1 o)ened lon- hours 2:

Eleven1 (( Mart4

- Su)erstores+ ;uare &eet sellin-s)ace. Meets consu#er6s total needs 2ouz

De)ot1 S)otli-ht4

- $atalo- Sho!roo#s+ Sell a 'road selection

o& hi-h /#ar5u)1 &ast #ovin-1 'rand

na#e -oods at discount 23(EA4


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Su)erstores

- Su)ercenters / #uch lar-er than re-ularsu)er#ar5et 7 o&&er lar-e assort#ent o&

routinel" )urchased &ood 7 non&ood

)roducts )lus Services 293A%T4

- $ate-or" 5iller / 9iant s)ecialt" store

that carries a ver" dee) assort#ent

o& a )articular line 2To" R Us4

- ")er#ar5ets / u-e Su)erstore2Tesco1 AEO% *394


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Or-anization

- $hain stores / T!o or #ore outlets that are co##onl"

o!ned 7 controlled1 e#)lo" central 'u"in-1 sell si#ilarline o& #erchandise 29uardian1 Sen en-4

- 0ranchise or-anizations / $ontractual association

'et!een a &ranchiser and &ranchisees. Pro#inent in

&ast &oods1 health center etc 2McDonalds1 0itness 0irst4- Merchandisin- con-lo#erates / A &ree &or#

cor)oration that co#'ines several diversi&ied

retailin- lines 7 &or# under central o!nershi)

2MA$,1 Mar5 7 S)encer4


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Relative )rices

- Discount stores O&&)rice retailersSell standard

#erchandise at lo!er )rice acce)tin- lo!er #ar-ins 7

sellin- hi-her volu#e 2Tesco4

- 3nde)endent o&&)rice retailers O!ned 7 run either '"

entre)reneurs or '" division o& lar-e retail cor)orations

2Mar5 7 S)encer4- 0actor" outletsO!ned 7 o)erated '" #anu&acturers 7

nor#all" carr" the #anu&acturer6s sur)lus

2PAD3%34

-Warehouse clu' Sell a li#ited nu#'er o& 'randna#e1 -rocer" ite#s1 clothin- etc. %o credit card

2A%A((U1 Sa#sun-4


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WHOLESALI

NG


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(hat is $holesaling)

(holesaling is a distribution channelfunction $here one organi*ation buys

roducts from sulying rms $iththe rimary intention ofredistributing to other organi*ations

+but& in general& not to the nalconsumer,.


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C'annel of Distribution


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Tyes of $holesalers


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Tyes of $holesalers


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7'olesaler Mareting De"isions

!s it' retailers, t'eir mareting de"isions in"lude "'oi"es of

segmentation 1 targeting, differentiation, &ositioning and t'e maretingmi6 * &rodu"t and ser%i"e assortment, &ri"e, &romotion and distribution


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Retail2aeting

2i-


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- $etail8T'e sale of goods to t'e &ubli" in

relati%el small uantities for use or

"onsum&tion rat'er t'an for resale.

- $etailing8 T'e strateg of selling goods

t'roug' retail

$etail 1 $etailing


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- It is a range of a"ti%ities undertaen b

retailer to &romote aareness and sales oft'e "om&an/s &rodu"t.

$etail Mareting Mi6


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$etail Mareting Mi6 * >Ps


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T'e 6tended Mareting Mi6 * =Ps


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46/637#: !M IE


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>G


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FORECASTING


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Forecasting

0orecastin- is t'e &ro"ess of maing

statements about e%ents 'ose a"tual

out"omes (t&i"all) 'a%e not et been

obser%ed


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Challenges Retailers face in

Forecasting J. 0"ale of &roblems 8 (2arge number of

items 1 stores to fore"ast)

L. Intermittent demand 8 (slo and errati"sales for man items at t'e store le%el)

=. !ssortment instabilit 8 (freuent ne8itemintrodu"tions and seasonal assortment"'anges)

>. Pri"ing and &romotional a"ti%it 8 (freuentne8item introdu"tions and seasonalassortment "'anges)


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Fore"asting te"'niues 'i"' are

used to fa"e t'e "'allenges

- Large-scale automated forecasting

T'e ob


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- Forecasting and revenue otimisation

$e%enue o&timization sstems 'el& t'e retail

&lanner mae better de"isions on regular

&rodu"t &ri"ing, &romotional a"ti%it and

mardon &ri"ing

0u"' sstems are designed to o&timize an

ob


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- Forecasting and relenishment

! good re&lenis'ment &oli" taes into

a""ount t'e un"ertainties of su&&l and

demand, and maes store8le%el in%entor

less de&endent on a 'ig'l a""urate

fore"ast


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!emand Forecasting

Demand fore"asting is t'e a"ti%it of estimating t'euantit of a &rodu"t or ser%i"e t'at "onsumers ill&ur"'ase

Demand fore"asting in%ol%es te"'niues in"luding bot'informal met'ods, su"' as edu"ated guesses, anduantitati%e met'ods, su"' as t'e use of 'istori"alsales data or "urrent data from test marets

Demand fore"asting ma be used in maing &ri"ingde"isions, in assessing future "a&a"it reuirements,or in maing de"isions on 'et'er to enter a nemaret


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Focus Forecasting

It uses se%eral logi"al and eas to

understand rules to &ro


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One of Focus Forecasting method " develoed #$

%ernie Smith


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Conclusion

- Fore"asts ill ne%er be &erfe"t, and sometimes t'e ma note%en be %er good

- T'e goal of fore"asting in retail s'ould not be a foolis' &ursuitof &erfe"tion, but to generate fore"asts t'at are as a""urateand unbiased as e "an reasonabl e6&e"t t'em to be, and todo t'is as effi"ientl as &ossible

- 2arge8s"ale automation 'el&s sol%e t'e &roblem of generatingfore"asts at granular le%els of detail (su"' as store, item oree)

- #oe%er, t'ere must still be a realisti" assessment of t'eliel a""ura" of fore"asts at t'at le%el, and "onsideration of

ot'er strategies t'at "an be used in "on


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Documents

DAY 1 - Slide 1 - Retail & Wholesale 11