COMMERCE 2MA3 Lecture Notes - Lecture 13: Multichannel Marketing, The Home Depot, Convenience Store
13 Feb 2018
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Document Summary
Retail stores are crucial to overalll success. Success is built upon taking full resp for their own sales. Set of business activities that add value. Choosing retail partners, identifying types of retailers, developing a retail strategy, managing a multichannel strategy: choosing retail partners. Can have both power of manuf and align it with retailer that may be equally strong at setting up stores, hiring employees (when the experience in both areas isn"t there, this is how businesses can achieve success) Manuf - target market expect to nd products and those of competitors. Larger rms are less likely to use supply chain intermediaries, and can gain more control, be more ef cient, and save money by setting their own dist. structure. Conventional supermarket - limited sales of nonfood items, general merch in self-service format. Big box food retailers - larger than conventional supermarkets, carry food and nonfood (costco, walmart)
