Professional Documents
Culture Documents
3 Semester (Marketing)
Subject Title: RETAIL MANAGEMENT
Course Teacher
Contact No.
E-mail
Class days/Timings
Special Classes
: Dr. N. Ramanjaneyalu
: 9845672336
: n.ramulu@gmail.com
: as per time table
: with prior intimation to students
Evaluation:
Session 2
(2 hours)
Session 3
(2 hours)
Session 4
(2 hours)
Session 5
(2 hours)
Topic: Retailing
Management
Essential Readings
RETAILING
MANGEMENT by
Levy, Weitz and
Pandit, TMH, 8th Ed.
Chapter-1
Lectu
re
Notes
Chapt
er
1.ppt
x
RETAILING
Chapt
er
MANGEMENT by
2.ppt
Levy, Weitz and
x
th
Pandit, TMH, 8 Ed.
Chapter-2,
Multichannel
retailing RETAILING
Chapt
er
(chapter-3)
MANGEMENT by
3.ppt
Levy, Weitz and
x
Pandit, TMH, 8th Ed.
Chapter-3
Historical perspective, role of Managing retailing, by Piyush
kumar, sinha and Dwarika
retailing, trends in retailingnd
Problems of Indian Retailing - Prasad Uniyal, 2 ed, Oxford,
chapter-2
Current Scenario -Future
Course.
Customer buying behavior RETAILING
Chapt
(chapter-4),
MANGEMENT by
er
Levy, Weitz and
4.ppt
Pandit, TMH, 8th Ed.
Chapter-4
Case/Assignment/ Projects
Select a well established retailing company and
prepare a report on the retailer in brief. Go
shopping: Visit local store and explain each
elements in retail mix.
Write down all the things that the store does to try
to stimulate customers to buy merchandise.
Observe customers selecting products to put in
their shopping carts. Observe people how do they
spend time in shopping, describe their behavior,
categorize them on similarities.
Sessions
Module
2
(10hrs)
Session 6
(2 hours)
Session 7
(2 hours)
Session 8
(2 hours)
Session 9
(2 hours)
Topic:
Essential
Retailing
Readings
Strategy &
Planning:
Retail market RETAILING
Strategy
MANGEMENT
(chapter-5)
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-5
Financial
RETAILING
Strategy
MANGEMENT
(chapter-6)
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-6
Site
& RETAILING
Locations
MANGEMENT
(chapterby Levy, Weitz
7&8)
and Pandit,
TMH, 8th Ed.
Chapter-7,8
Human
RETAILING
Resource
MANGEMENT
Management by Levy, Weitz
(chapter-9),
and Pandit,
TMH, 8th Ed.
Chapter-9
Lecture
Notes
Case/Assignment/ Projects
Chapter 9.ppt Evaluate the location of store/s of the retailer. Evaluate size and
shape of trade area. Describe the negative and positive aspects of
its location. Compare with its competitors store location/s. go to
shopping centre/stores analyze whether stores are clustered in some
logical manner. Compare the different locations of stores of
retailer.
Session
10
(2 hours)
Information
Systems and
supply chain
management
& Logistics
(chapter-10).
Sessions
(Module 3)
8hrs
Session 11
(2 hours)
RETAILING
MANGEMENT
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-10
Chapter
10.ppt
Topic:
Merchandise
Management
Essential
Readings
Lecture
Notes
Case/Assignment/ Projects
Planning
Merchandise
Assortments
(chapter-12)
RETAILING
MANGEMENT
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-12
RETAILING
MANGEMENT
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-13
ch12.ppt
RETAILING
MANGEMENT
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-14
Chap01
4.ppt
Visit the store, and audit the variety and assortment for a specific
merchandise category. Record the breadth and depth of the
assortment and the level of support; compare the variety,
assortment, and support for the same category in a competing retail
store. What are the advantages and disadvantages of breadth versus
depth for each retailer and for customers?
Visit the retailer and perform an audit of its manufacturers and
private brands. Whether percentage of private brands has increased
or decreased? What is the stores philosophy toward
manufacturers versus private brands. Based on your observation
assess branding strategy. How much consumers can save by
purchasing private label brands or by purchasing from unorganized
retail shops.
Does the retailer use high/low pricing or EDLP strategy? How
markdown decisions are made? How store decides how much
markdown should be? What rule-based approaches are used to
make markdowns? Does the retailer use techniques for stimulating
sales such as price lining, leader pricing, bundling, or multiunit and
odd pricing? Evaluate you findings. Do you believe the retailer is
Session 12
(2 hours)
Buying
systems
-Buying
merchandise
(chapter-13)
Session 13
(2 hours)
Retail Pricing
(chapter-14)
Ch13.pp
t
using the best pricing strategies and tactics for its type of store?
What, if anything, could it do to improve? What is total cost of
market basket at each store?
RETAILING
MANGEMENT
by Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-15
Chapter
15.ppt
Lecture Notes
-Retail
Communicati
on Mix
(chapter-15).
Essential Readings
ManagementTopic: Store
4)Sessions (Module
Session 14
(2 hours)
Case/Assignment/ Projects
Chapter
16.ppt
Visit the store, find out who is responsible for employee scheduling? How far in advance is
the schedule made? How are breaks and lunch periods planned? How are overtime
determined? On what is the total number of budgeted employee hours for each department
based? How is the flexibility introduced into the schedule? How are special requests for
days off handled? How are peak periods (hours, days or seasons) planned for? What
happens when employee calls in sick at the last minute? What are the strengths and
weaknesses of the staff scheduling system from the managers and employees
perspectives? How sales associates are compensated and evaluated for the job performance?
How sales associates are trained? What are the criteria for evaluation? How often are they
evaluated? Do sales people have targets? If they do, how are they set? What are the rewards
of exceeding targets? What are the consequences of not meeting these objectives? Can sales
associates make a commission? If yes how does the commission system work? What are the
advantages of a commission system? What are the disadvantages? If there is no commission
system, are any incentive program offered? Give an example of specific program or project
used by the store to boost employee morale and productivity. Evaluate all the answers to
these questions, make recommendations for improvement where appropriate. Go to store,
observe the security measures in the store, and talk with a manager about the stores loss
prevention program. Are there surveillance cameras? Where are they located? Are the
5
Session -Store
Layou
16
(2 hrs) t,
design
, and
Visual
Merch
andisi
ng(cha
pter17),
RETAILING
MANGEME
NT by
Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-17
Chapter
17.pptx
Session Custo
mer
17
(2 hrs) Servic
e
(chapt
er-18).
RETAILING
MANGEME
NT by
Levy, Weitz
and Pandit,
TMH, 8th Ed.
Chapter-18
Chapter
18.ppt
cameras monitored, or they just there to thwart shoplifting? What is the store policy against
shoplifters? What are the procedures for approaching a suspected shoplifter? What roles do
sales associates and executives play in the security programs? Is employee theft a problem?
Elaborate. How is employee theft prevented in the store? How is customer service related to
loss prevention in the store? What is the retailer doing well in terms of security and loss
prevention, and in which areas should it improve its policies and procedures?
Evaluate store layout, design and visual merchandising techniques of the retailer you have
chosen. In general, are the store layout, design, and visual merchandising technics
consistent with the exterior of the store and its location? Is the stores ambience consistent
with the merchandise presented and the customers experiences? How do the store layout,
design, and visual merchandising support the following objectives: 1) implements the
retailers strategy, 2) builds loyalty, 3) increases sales, 4) controls costs, and 5) meets legal
requirements? To what extent are the stores layout, design and merchandising techniques
flexible? How does the store utilise atmospheric elements such as colour, lighting, music,
and scent? Are these uses appropriate given stores merchandize and target market? Is the
store design environmentally friendly? If yes, please describe. If no, how could it become
more green? Are the fixtures consistent with the merchandise and the overall ambience of
the store? Are they flexible? Evaluate the stores signage. Does it do an effective job of
selling merchandise? Has the retailer used any technical effects to help sell merchandise?
Does the store layout help draw people through the store? Has the retailer taken advantage
of the opportunity to sell merchandise in feature areas? Does the store make creative use of
the wall space? What type of layout does the store use? Is it appropriate for the type of
store? Would another type of layout be better? How the profitability of the space is
evaluated? Is there a better approach? How space is assigned to merchandise? Whether
planograms are used? Is so, try to determine what factors are considered when putting
together a planogram? Are departments in the most locations? Would you move any
departments? What methods/s has the retailer used to organise merchandise? Is this the best
way? Suggest any appropriate changes?
Go to the store outlet of the retailer describe and evaluate the service it offers. What service
is offered? Is the service personalised or standardized? Talk to the customers and employees
about the service quality and their problems or complaints, experiences and write report on
that. Suggest for the improving the store customer service. Ask the employees what the
retailer does to assist and motivate them to provide good service.
Sessions
(Module 4)
4hrs
Session 18
(4 hours)
Topic:
Relationship
Marketing in Retailing
Essential
Readings
Lecture
Notes
Case/Assignment/ Projects
Management
of
relationship, evaluation of
relationship marketing,
relationship marketing in
organized
and
unorganized retail sector,
retail research and retail
audits (chapter-11).
RETAILING
MANGEMEN
T by Levy,
Weitz and
Pandit, TMH,
8th Ed.
Chapter-11
Chapter
11.ppt