Chapter 3
Retail institution by store-based strategy mix
Strategy mix--> particular combination of :
- store location
- operating procedures
- Good or services offer
- Pricing tactics
- Store atmosphere
- Customer service
- Promotional methods
Retail strategy divide by two which is low end strategy and high end strategy
Low end strategy which is low rental location,no provide service,self-service no staff do the demonstration ,crowded store interior,and most merchandise visible.
High end strategy which is high rental location,provide service ex: wrapping gift,delivery,provide demonstration to customer.
Scramble merchandising are where one stop shopping like Al-ikhsan where there is glove,shoes,t-shirt sport and more that related with sports.
Retail institution will through out the LIFE CYCLE which include introduction,growth,maturity and decline
From the graph above i can know the best part for retail is convenience store,supermarket because the price ,location,service and product that they are offer customer can accept and buy.Even the price is too expensive customer willing to buy because the quality of the product,service that they provide like in IKEA they provide delivery and wrapping a glass.
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