Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials ]

Course No. COM386 Course Title: RETAIL MANAGEMENT L: 3 T: 1 P: 0 Cr: 4

Course Planner :- 13567 :: Dilpreet Singh

TextBook

1. Levy, Michale & Barton. A. Weitz, Retailing Management, Tata Mc Graw Hill, 6th Edition, 2008

Other Specific Books

2. Pradhan Swapana, Retailing Management, Tata Mc Graw Hill, 2nd Edition, 2006
3. Gilbert David, Retail Marketing Management, Pearson Education, India, 2nd Edition, 2008

Other Readings

Sr. No. Jouranls atricles as compulsary readings (specific articles, Complete reference)

4 Kumar Pradhumn, "Retailing luxury products in India", Marketing Mastermind, July2009, Vol IX, Issue 7, pg 33-37

5 Rajguru Sudhir, "Non-Fuel retailing at Petrol Pumps in India", Marketing Mastermind, July2009, Vol IX, Issue 7, pg 38-41

6 RS Sathyanarayanan, "Marketing using 2.0 technologies", Marketing Mastermind, Oct2009, Vol IX, Issue 10, pg 13-17

7 Antony Vaisamma, "Small Retail stores thrive on Customer Relations", Marketing Mastermind, Feb2009, Vol IX, Issue 2, pg 68-70

8 Ramananthan V, "The new face of unorganized retailers in India", Marketing Mastermind, May2009, Vol IX, Issue 5, pg 40-43

9 Parekh Mohit, "Changing consumer behaviour", Marketing Mastermind, Nov2009, Vol IX, Issue 11, pg 34-40

10 Pandey Tripural, "Silver lining for retailing in India", Marketing Mastermind, Sep2009, Vol IX, Issue 9, pg 18-24

11 Ramakrishna Y, "Factors that would facilitate a continued retail boom in India", Marketing Mastermind, June2009, Vol IX, Issue 6, pg 19-22

12 Emergence of modern Indian Retail :an historical perspective,

http://proquest.umi.com/pqdweb?index=224&did=1528446291&SrchMode=1&sid=1&Fmt=6&VInst=PROD& VType=PQD&RQT=309&VName=PQD&TS=126294
2048&client

Page 1 of 9 Approved for Autumn Session 2010-11

 13 Changing retail scene in India,
http://proquest.umi.com/pqdweb?index=222&did=1528446311&SrchMode=1&sid=1&Fmt=6&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=126294
2048&clientId=129893
14 Multi dimensional investigation Of apparel retailing in India,
http://proquest.umi.com/pqdweb?index=225&did=1528446281&SrchMode=1&sid=1&Fmt=6&VInst=PROD& VType=PQD&RQT=309&VName=PQD&TS=126294
2048&clien
15 The influence of grey consumers ín Service quality perception On satisfaction and store Loyalty behavior,
http://proquest.umi.com/pqdweb?index=194&did=1598525921&SrchMode=1&sid=1&Fmt=6&VInst=PROD& VTyp
16 A customer centered innovation map, HBR, May 2008, Page 109

17 The right way to manage unprofitable customer, HBR, April 2008, Page 94

18 Tomorrow`s global Giant, not the usual suspects, HBR Nov, 2008, Page 80

19 Case Study: 360 degree approach to time, Pradhan Swapna, Text and Cases, 3rd edition, pg 495-506

20 Case Study: Starbucks: Recreating the experience, Pradhan Swapna, Text and Cases, 3rd edition, pg 507-521

21 Case Study: Fast food retailing in India, Pradhan Swapna, Text and Cases, 3rd edition, pg 522-534

22 Case Study: Shopper's Stop - Building a retail brand, Pradhan Swapna, Text and Cases, 3rd edition, pg 549-562

23 Case Study: Walmart - Smiling around the world, Pradhan Swapna, Text and Cases, 3rd edition, pg 563-580

24 Case Study: Gili- Rhe making of a super brand, Pradhan Swapna, Text and Cases, 3rd edition, pg 585-592

25 Case Study: K Mart- What went wrong? , Pradhan Swapna, Text and Cases, 3rd edition, pg 535-545

26 Case Study: Big Bazaar - The route to the Indian mass market, Pradhan Swapna, Text and Cases, 3rd edition, pg 593-601

27 Case Study: Subhiksha - A saga of ups and downs

28 Case Study: Rainforest Cafe - A wild place to shop and eat, Levy Weitz, pg 628-629

29 Case Study: Providing a Retail Experience - Build-A-Bear workshop, Levy Weitz, pg 628-629

30 Case Study: Is Walmart in Vogue, Levy Weitz, pg 632-633

31 Case Study: Hutch- Locating a new store, Levy Weitz, pg 641-646

Page 2 of 9 Approved for Autumn Session 2010-11

Relevant Websites

Sr. No. Web adress (only if relevant to the courses) Salient Features

32 http://www.indiaretailing.com/ Top headlines & Latest happenings in retail sector

33 http://www.ibef.org/industry/retail.aspx Information about Retail sector in India

34 http://economictimes.indiatimes.com/archive.cms Updates on Service and Retail

35 http://www.cii.in/Sectors.aspx?enc=prvePUj2bdMtgTmvPwvisYH+5EnGjyGXO9hL CII News update

ECvTuNuO4/O7J5bXWo7Slwrw/1uH
36 http://www.thewisemarketer.com/features/read.asp?id=53 Multi - channel Retail

Detailed Plan For Lectures

Pedagogical tool
Chapters/Sections of
Homework to be Demonstration/case
Week No. Lecture No. Topic Textbook/other
Assigned to students study/images/anmation
reference
ctc. planned

Part 1
Week 1 Lecture 1 Introduction to Retail Management & it's Socio Economic Significance Book :1,Ch 1
->Reference :27,
->Reference :4,
Lecture 2 Opportunities in Retailing - Management Opportunities, Book :1,Ch 1 HomeWork 1 Allocation
Entrepreneurial Opportunities ->Reference :5,
Lecture 3 Theories of Retail Development Book :2,Ch 3 Term Paper 1 Allocation

Week 2 Lecture 4 Types of Retailers: Food Retailers, General Merchandise Book :1,Ch 2

Lecture 5 Non-Store Retailer,Service Retailing Book :1,Ch 2

->Reference :6,
Lecture 6 Types of ownership - Food Retailers, General Merchandise Retailers, Book :1,Ch 2
Nonstore retailers ->Reference :36,

Week 3 Lecture 7 Multi channel retailing - Capbilities needed, Issues in Multichannel Book :1,Ch 2
retailing
Lecture 8 Retail organization structure Book :2,Ch 3 HomeWork 1
Submission

Lecture 9 Consumer Buying Behaviour - Buying Process, Buying Decisions, Book :1,Ch 4
Social Factors, Market Segmentation ->Reference :30,

Page 3 of 9 Approved for Autumn Session 2010-11

Part 1
Week 4 Lecture 10 Retail Market Strategy: Building Sustainable Competitive Advantage Book :1,Ch 5 HomeWork 2 Allocation
->Reference :29,
Part 2
Week 4 Lecture 11 Growth Strategies - Market Penetration, Market Expansion, Retail Book :1,Ch 5
Format Development, Diversification
Lecture 12 Strategic Retail Planning Process Book :1,Ch 5

Week 5 Lecture 13 Developing Retailing Strategy: Financial Strategy Book :1,Ch 6

Lecture 14 Retail Location - Types of location Book :1,Ch 7

->Reference :31,
Lecture 15 Retail Site Strategy, Site characteristics Book :1,Ch 8

Week 6 Lecture 16 Human Resource Strategy - Gaining competitive advantage, Book :1,Ch 9 HomeWork 2
Motivating retail employees, Issues in HRM Submission

Lecture 17 Information Systems, Information flows Book :1,Ch 10

Lecture 18 Supply Chain Strategy - Physical flow of merchandise, Distribution Book :1,Ch 10
center

Week 7 Lecture 19 Promotion Strategy Book :1,Ch 11

Lecture 20 Customer Relationship Management - Process, Collecting Customer Book :1,Ch 11

data, Developing CRM programs ->Reference :7,
Lecture 21 Revision

MID-TERM
Part 3
Week 8 Lecture 22 Merchandise Management - Process, Forecasting sales Book :1,Ch 12

Lecture 23 Planning Merchandising Assortments Book :1,Ch 12 HomeWork 3 Allocation

Lecture 24 Managing Planning System - Staple Merchandise Management Book :1,Ch 12

system, Fashion Merchandise Planning system

Week 9 Lecture 25 Merchandise Buying Book :1,Ch 14

Page 4 of 9 Approved for Autumn Session 2010-11

Part 3
Week 9 Lecture 26 Merchandise Branding Strategies - National or Private Brands Book :1,Ch 14

Lecture 27 Retail Pricing Introduction Book :1,Ch 15

Week 10 Lecture 28 Retail Pricing Techniques, Strategies Book :1,Ch 15

Lecture 29 Retail Communication Mix - Methods of communication with Book :1,Ch 16 HomeWork 3
customers, Planning the Retail communication program Submission
Part 4
Week 10 Lecture 30 Managing Store Operations Book :1,Ch 17 HomeWork 4 Allocation

Week 11 Lecture 31 Store Layout - Objectives, Types Book :1,Ch 18

->Reference :28,
Lecture 32 Store Design - Signages Book :1,Ch 18
->Reference :12,
Lecture 33 Visual Merchandising - Fixtures, Presentation Techniques Book :1,Ch 18 Term Paper 1
->Reference :13, Submission

Week 12 Lecture 34 Retail audit Book :1,Ch 17

Lecture 35 Customer Service in Retail Management - Setting standards, Meeting Book :1,Ch 19
standards ->Reference :9,
Lecture 36 Customer Service in Retail Management - Communicating the service Book :1,Ch 19 HomeWork 4
promise, Service Recovery ->Reference :15, Submission

Week 13 Lecture 37 Trends in Retailing Book :1,Ch 1

->Reference :10,
Lecture 38 Current Scenario of Retail in India Book :1,Ch 1
->Reference :11,
Lecture 39 Revision

Spill Over
Week 14 Lecture 40 Career in Retailing

Lecture 41 Information Technology and Retailing Book :6,

Page 5 of 9 Approved for Autumn Session 2010-11

 Spill Over
Week 14 Lecture 42 Organized Vs Unorganized Retail Book :8,
->Reference :32,

Week 15 Lecture 43 Rise of Private Labels

Details of homework and case studies plan

Nature of homework
Homework No. Topic of the Homework (group/individuals/field work

Homework 1 To select an organized retail chain and study the type of retail format being used by that retail Individual
chain. Give reasons for choice of particular format and discuss the organization structure of the
same chain w.r.t. various advantages and disadvantages.

Homework 2 Case Analysis and Presenatation - Refer to cases mentioned in other readings Group

Homework 3 Each student to be allotted a retail store. Student needs to carry out a detailed study on the Individual
factors considered by the company while opening of the store as regards Location, Site, Store
Layout. Point various advantages and disadvantages of the same and suggest what better could
have been done.

Homework 4 Pick one retail store and make a list of all Private Labels being sold by the store. Make a Individual
comparative study of Private Labels and competing brands. Use different parameters like Price,
Quality, Packaging, Promotion, Customer preference etc. to compare them and make
recommendations.
*Normally all the homeworks shall be submitted online but in special courses where homeworks cannot be submited online , the insructor can edit the mode of submission while
entering the IP Details

Scheme for CA:out of 100*

Component Frequency Out of (If any) Marks for each Total Marks

Homework 3 4 15 45

Term Paper 1 25 25

Quiz 2 15 30

Total :- 100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS

Page 6 of 9 Approved for Autumn Session 2010-11

 List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)
Sr. No. Topic
1 To analyze and compare the approaches to merchandising buying and planning merchandise assortments by
different retailers.
2 To study the customer perception regarding the direct marketing strategies like Home TV shopping, Catalogs,
Internet in comparison to store channel.
3 Make a comparative study of Pricing objectives and strategies adopted by different organized retail stores.
4 Make a comparative study of Merchandise mix strategies used by different retail stores.
5 Conduct a customer satisfaction survey and track major advantages and roadblocks in front of organized retail
in India
6 Conduct a study of Bharti Walmart and track down differences between the stores of Walmart in India in
comparison to USA. Use secondary data for stores in USA and conduct a study of stores in India to make a
comarative study.
7 Make a detailed report of reasons for closure of Retail pioneers like Subhiksha, Spencers in India.
8 To study the factors affecting consumer behavior while choosing the retail store and differentiate between
factors w.r.t Organized and Unorganized retail stores.
9 Select a retail store and study Visual Merchandising techniques used by the store and give suggestions based
on the study conducted.
10 Conduct a comparative study of Cafe Coffee Day and Barista based on 7 Ps.
11 To make a report on Non-fuel retailing at different fuel filling stations in the city. Also discuss the scope of this
retailing and the suggestions to improve business of this stream.
12 Carry out a detailed study of various promotion tools used by Mc Donalds and KFC. List the pros and cons of
the same and point out the tools where either has an edge over the other.
13 Study the Human resource Management at Pizza Hut. Make a detailed report on the hierarchy, KRAs,
incentives, perks, motivation, growth opportunities, interaction with customers etc and try to find out the role
of good Human resource in success of the organization.
14 Visit different retail stores and study various techniques being used by them for loss prevention . Make a list in
descending order which according to you can be most effective to reduce loss. Alongwith it, suggest different
ways of reducing loss as dump.
15 Select two retail store of your choice, one which according to you is best at Supply chain management and
other which is worst. Find out the factors which make you believe the same and make comparative study of
two stores.

Page 7 of 9 Approved for Autumn Session 2010-11

 Plan for Tutorial: (Please do not use these time slots for syllabus coverage)

Tutorial No. Topic Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)

Tutorial 1 Open House Discussion related to Retailing Discusion

Tutorial 2 Business Game - Goal setting Business game

Tutorial 3 Group Discussion - Organized Vs Unorganized Retail Group Discussion

Tutorial 4 Case Presentation and Discussion Ref 19 (360 degree approach to Case analysis,Presentation
time), Ref 20 (Starbucks: Recreating the experience)

Tutorial 5 Case Presentation and Discussion Ref 21 (Fast food retailing in Case analysis,Presentation
India), Ref 22 (Shopper's stop- Building a retail brand), Quiz 1

Tutorial 6 Case Presentation and Discussion, Ref 23 (Walmart - Smiling Case analysis,Presentation
around the world), Ref 24 (Gili- Rhe making of a super brand), Ref
25 (K Mart- What went wrong?)
Tutorial 7 Term Paper Review Term Paper Review

After Mid-Term
Tutorial 8 Role Play related to various Day to day decisions required to be Role play
taken in a retail store

Tutorial 9 Role Play - e.g - Enacting as a manager of organized store and as Role play
an owner of mom & pop store. Further discuss the pros and cons
of both formats from their perspective
Tutorial 10 Term Paper Review Term Paper Review

Tutorial 11 Group Discussion - FDI in Multi-brand Retailing - What's in store Group Discussion
for future?

Tutorial 12 Case Study Ref. 26 (Big Bazaar - The route to the Indian mass Case analysis
market), Quiz 2

Tutorial 13 Doubt clearing session

Page 8 of 9 Approved for Autumn Session 2010-11

Page 9 of 9 Approved for Autumn Session 2010-11