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8/13/2019 Lesson 5 - Retail Market Strategy
http://slidepdf.com/reader/full/lesson-5-retail-market-strategy 1/61
8/13/2019 Lesson 5 - Retail Market Strategy
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• Tnlt es l rktlejemd strltkdy0
•N`w flm l rktlejkr buejh l sustlemlbjk f`apktetevk lhvlmtldk0
• Tnlt stkps h` rktlejkrs d` tnr`udn t` hkvkj`p l strltkdy0
• Tnlt heookrkmt strltkdef dr`wtn `pp`rtumeteks flm rktlejkrspursuk0
• Tnlt rktlejkrs lrk bkst p`sete`mkh t` bkf`ak dj`bljrktlejkrs0
R K X L E J
A L R G K X
V X R L X K D U
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
http://slidepdf.com/reader/full/lesson-5-retail-market-strategy 3/61
Xlrdkt Alrgkt
tnk alrgkt skdakmt(s) t`wlrh wnefn tnkrktlejkr pjlms t` o`fus ets rks`urfks lmhrktlej aex
Rktlej O`ralttnk mlturk `o tnk rktlejkr―s `pkrlte`ms‘ ets rktlej aex
Vustlemlbjk F`apktetevk Lhvlmtldklm lhvlmtldk `vkr tnk f`apktete`m
Xnurshly, Clmulry <?, <8
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8/13/2019 Lesson 5 - Retail Market Strategy
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i
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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L rktlej alrgkt es l dr`up ̀ o f`msuakrswetn seaejlr mkkhs (l alrgkt skdakmt)lmh l dr`up `o rktlejkrs tnlt sltesoy
tn`sk mkkhs usemd l seaejlr rktlej o`ralt.
Xnurshly, Clmulry <?, <8
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R K X L E J
A L R G K X
V X R L X K D U
VKDA KMXV
R K X L E J O @ R A L X
XRKMHUXRLHEXE@M LJ
VYKFELJXU
VX@RK
HKY LRXAKMX
VX@RK
@OO YREFK
RKX LEJKR
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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R K X L E J
A L R G K X
V X R L X K D U
VKDA KMXV
R K X L E J O @ R A L X
XRKMHUXRLHEXE@M LJ
VYKFELJXU
VX@RK
HKY LRXAKMX
VX@RK
@OO YREFK
RKX LEJKR
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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R K X L E J
A L R G K X
V X R L X K D U
VKDA KMXV
R K X L E J O @ R A L X
XRKMHUXRLHEXE@M LJ
VYKFELJXU
VX@RK
HKY LRXAKMX
VX@RK
@OO YREFK
RKX LEJKR
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
http://slidepdf.com/reader/full/lesson-5-retail-market-strategy 10/61
R K X L E J
A L R G K X
V X R L X K D U
VKDA KMXV
R K X L E J O @ R A L X
XRKMHUXRLHEXE@M LJ
VYKFELJXUVX@RK
HKY LRXAKMX
VX@RK
@OO YREFK
RKX LEJKR
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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R K X L E J
A L R G K X
V X R L X K D U
VKDA KMXV
R K X L E J O @ R A L X
XRKMHUXRLHEXE@M LJ
VYKFELJXUVX@RK
HKY LRXAKMX
VX@RK
@OO YREFK
RKX LEJKR
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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R K X L E J
A L R G K X
V X R L X K D U
VKDA KMXV
R K X L E J O @ R A L X
XRKMHUXRLHEXE@M LJ
VYKFELJXUVX@RK
HKY LRXAKMX
VX@RK
@OO YREFK
RKX LEJKR
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
http://slidepdf.com/reader/full/lesson-5-retail-market-strategy 13/61
• Eo VA Vt`rk hkfehks t` o`fus up`m
l jeaetkh skt `o alrgkts o`rw`akm―s lpplrkj, wnefn sn`ujh etpursuk0
• Tnlt sn`ujh tnk rktlej strltkdy bko`r tnlt tlrdkt alrgkt0
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• buejhs l wljj lr`umh ets p`sete`m em l rktlej alrgkt
• EV YREFK L V@[RFK @O VFL0
• H@KV @OOKREMD A@RK AKRFNLMHEVK YR@_
• ljj lhvlmtldks kr`hk huk t` f`apktetevk o`rfks s` buejhnedn wljjs
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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R K X L E J
A L R G K X
V X R L X K D U
Xnurshly, Clmulry <?, <8
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<. Buejhemd str`md rkjlte`msneps wetnfust`akrs
2. Buejhemd str`md rkjlte`msneps wetnsuppjekrs
6. Lfnekvemd kooefekmt emtkrmlj `pkrlte`m
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• m`t seapjy jegemd - f`aaettkh t` buyemd akrfnlmhesk lmh skrvefksl plrtefujlr rktlejkr - rkjuftlmt t` buy or`a `tnkrs
<. Hkvkj`pemd l str`md brlmh ealdk
2. Nlvemd l fjklr lmh f`msestkmt p`sete`memd6. Yr`vehemd `utstlmhemd fust`akr skrvefk
8. [mhkrtlgemd fust`akr rkjlte`msnep almldkakmt (FRA)pr`drlas.
R K X L E J
A L R G K X
V X R L X K D U
B[EJHEMD F[VX@AKR RKJLXE@MVNEYV -F[VX@AKR J@ULJXU
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• Tkjj gm`wm lmh lttrlftevk ealdk `o
brlmh lmh mlak
• Olv`rlbjk bkjekos lb`ut brlmh
N`w h`ks et olfejetltk j`yljty0
• Rkhufk resg
•Ka`te`mlj tek wetn l fust`akrtnlt jklhs tnk fust`akr t`trust tnk rktlejkr
Xnurshly, Clmulry <?, <8
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• M`t cust flrryemd Mlte`mlj Brlmhsbut Yrevltk Jlbkj Brlmhs (Vt`rkBrlmhs `r @wm Brlmhs)
Xnurshly, Clmulry <?, <8
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• M`t cust flrryemd Mlte`mlj Brlmhsbut Yrevltk Jlbkj Brlmhs (Vt`rkBrlmhs `r @wm Brlmhs)
Xnurshly, Clmulry <?, <8
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• M`t cust flrryemd Mlte`mlj Brlmhsbut Yrevltk Jlbkj Brlmhs (Vt`rkBrlmhs `r @wm Brlmhs)
Xnurshly, Clmulry <?, <8
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• `r J`yljty `r Orkqukmt sn`ppkr
pr`drlas, lrk lfteveteks tnlt o`fus`m ehkmteoyemd lmh buejhemd j`yljtywetn l rktlejkr―s a`st vljukh
fust`akrs.
• Rkwlrhs blskh `m la`umt `rakrfnlmhesk purfnlskh
• Aly lppklr m`t t` pr`vehk VFLbut tnk emo`ralte`m y`u dkt devkspkrs`mlj rkjlte`msnep
Xnurshly, Clmulry <?, <8
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J`w F`st - Kooefekmfy Xnr`udn F``rhemlte`m• Kjkftr`mef Hltl Emtkrfnlmdk (KHE)• F`jjlb`rltevk Yjlmmemd lmh O`rkflstemd t` Rkhufk Emvkmt`ry l
Hestrebute`m F`sts
•Vpkfelj Xrkltakmt• Klrjy Hkjevkry `o Mkw Vtyjks• Vnepakmt `o Vflrk Akrfnlmhesk
• Kxfjusevk Vljk `o Hkserlbjk Brlmhs/F`jjlb`rlte`m wetn _kmh`rs
R K X L E J
A L R G K X
V X R L X K D U
B[EJHEMD V[YYJEKR RKJLXE@MVNEYV
Xnurshly, Clmulry <?, <8
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J`flte`m es l freteflj `pp`rtumety o`r hkvkj`pemd f`apktetevk lhvlm
<. Xnk a`st eap`rtlmt olft`r hktkraememd wnefn st`rk l f`msuakrpltr`mezks
2. Et es m`t klsejy hupjefltkh
R K X L E J
A L R G K X
V X R L X K D U
J@FLXE@M
Xnurshly, Clmulry <?, <8
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• Buejhemd a`rk tnlm `mk - drkltkr wljjs
R K X L E J
A L R G K X
V X R L X K D U
A[JXEYJK V@[RFKV
Xnurshly, Clmulry <?, <8
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• Buejhemd a`rk tnlm `mk - drkltkr wljjs
R K X L E J
A L R G K X
V X R L X K D U
A[JXEYJK V@[RFKV
Xnurshly, Clmulry <?, <8
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• Buejhemd a`rk tnlm `mk - drkltkr wljjs
R K X L E J
A L R G K X
V X R L X K D U
A[JXEYJK V@[RFKV
Xnurshly, Clmulry <?, <8
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Xnurshly, Clmulry <?, <8
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• herkftkh t`wlrh kxestemd fust`akrs usemd tnk
rktlejkr―s prkskmt rktlejemd o`ra
• lttrlftemd mkw f`msuakrs or`a furrkmttlrdkt alrgkt wn` h`m―t pltr`mezk tnkrktlejkr furrkmtjy
•dkt furrkmt fust`akrs t` veset tnk rktlejkra`rk `otkm `r buy a`rk akrfnlmhesk `mklfn veset.
• `pkm o`r j`mdkr n`urs.
• hespjlyemd akrfnlmhesk t` emfrklskeapujsk purfnlsks
• trlememd sljkspk`pjk t`fr`ss-skjj .
Xnurshly, Clmulry <?, <8
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• usemd tnk rktlejkr―s kxestemd rktlej o`ralt em mkwalrgkt skdakmts
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• usemd tnk rktlejkr―s kxestemd rktlej o`ralt em mkwalrgkt skdakmts
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• usemd tnk rktlejkr―s kxestemd rktlej o`ralt em mkwalrgkt skdakmts
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• usemd tnk rktlejkr―s kxestemd rktlej o`ralt em mkwalrgkt skdakmts
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• Hkvkj`ps l mkw rktlej o`ralt wetn l
heookrkmt rktlej aex o`r tnk slak tlrdktalrgkt
Xnurshly, Clmulry <?, <8
8/13/2019 Lesson 5 - Retail Market Strategy
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• Mkw o`ralt o`r l mkw alrgkt skdakmt
• Rkjltkh - rktlejkr―s prkskmt tlrdktalrgkt `r rktlej o`ralt snlrkss`aktnemd em f`aa`m wetn tnk mkw`pp`rtumety.
• [mrkjltkh - ls jettjk f`aa`mljetybktwkkm tnk rktlejkr―s prkskmtbusemkss lmh tnk mkw dr`wtn`pp`rtumety
• _krteflj Emtkdrlte`m
Xnurshly, Clmulry <?, <8
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• Mkw o`ralt o`r l mkw alrgkt skdakmt
• Rkjltkh - rktlejkr―s prkskmt tlrdktalrgkt `r rktlej o`ralt snlrkss`aktnemd em f`aa`m wetn tnk mkw`pp`rtumety.
• [mrkjltkh - ls jettjk f`aa`mljetybktwkkm tnk rktlejkr―s prkskmtbusemkss lmh tnk mkw dr`wtn`pp`rtumety
• _krteflj Emtkdrlte`m
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• tnk p`tkmtelj sezk `o tnk rktlej alrgkt em tnk f`umlmh
• tnk hkdrkk t` wnefn tnk f`umtry h`ks lmh flm
supp`rt tnk kmtry `o o`rkedm rktlejkrs.
R K X L E J
A L R G K X
V X R L X K D U
LXXRLFXE_KMKVV @O EMXKRMLXE@MLJ A
Xnurshly, Clmulry <?, <8
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• tnk p`tkmtelj sezk `o tnk rktlej alrgkt em tnk f`umlmh
• tnk hkdrkk t` wnefn tnk f`umtry h`ks lmh flm
supp`rt tnk kmtry `o o`rkedm rktlejkrs.
R K X L E J
A L R G K X
V X R L X K D U
LXXRLFXE_KMKVV @O EMXKRMLXE@MLJ A
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GKUV X@ V[FFKVV EM DJ@BLJ ALRGKXV
8/13/2019 Lesson 5 - Retail Market Strategy
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• DJ@BLJJU V[VXLEMLBJK F@AYKXEXE_K LH_LMXLDK
•N&A, O`rkvkr 2<, [meqj` - j`w prefkh olst olsne`m
• LHLYXLBEJEXU
• lhcust t` tlstk lmh prkokrkmfk `o tlrdkt alrgkt
•Akrfnlmhesk
• Yklg skjjemd pkre`h - Vfn``j Vuppjeks (Ludust - [V, but m`t em Kur`pk, LprClplm but m`t em tnk Ynejeppemks)
• Vt`rk Jly`ut lmh Hksedm
• Fujturk
R K X L E J
A L R G K X
V X R L X K D U
GKUV X@ V[FFKVV EM DJ@BLJ ALRGKXV
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l rktlej oera emvksts em lmh `wmsl rktlej `pkrlte`m em l o`rkedm
f`umtry
nednkst emvkstakmt lmh drkltkstresg
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l rktlej oera emvksts em lmh `wmsl rktlej `pkrlte`m em l o`rkedm
f`umtry
nednkst emvkstakmt lmh drkltkstresg
Xnurshly, Clmulry <?, <8
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Xnk kmtkremd rktlejkr p``js ets
rks`urfks wetn l j`flj rktlejkr t`o`ra l mkw f`aplmy em wnefn`wmkrsnep, f`mtr`j, lmh pr`oetslrk snlrkh
rkhufks tnk kmtrlmt―s resgs -snlremd tnk oemlmfelj burhkm,umhkrstlmhemd `o alrgkt, j`fljrks`urfks
Xnurshly, Clmulry <?, <8
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Xnk kmtkremd rktlejkr p``js ets
rks`urfks wetn l j`flj rktlejkr t`o`ra l mkw f`aplmy em wnefn`wmkrsnep, f`mtr`j, lmh pr`oetslrk snlrkh
rkhufks tnk kmtrlmt―s resgs -snlremd tnk oemlmfelj burhkm,umhkrstlmhemd `o alrgkt, j`fljrks`urfks
Xnurshly, Clmulry <?, <8
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j`wkst resg lmh rkquerks tnk
jklst emvkstakmt.
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j`wkst resg lmh rkquerks tnk
jklst emvkstakmt.