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Retail Marketing

Retail Marketing

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Published by Priyank Sandhel

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Published by: Priyank Sandhel on Mar 25, 2011
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Sections

  • Retailing & Retailer
  • Retailer activities
  • Nature of retail marketing
  • Key aspects of retailing
  • Drivers of Change in Retailing
  • Retail industry
  • Indian retail industry
  • Growth in Indian retail markets
  • Major Retailers in India
  • Challenges facing Indian retail
  • industry
  • Characteristics of Retailing
  • Activities of retailers
  • Categorizing Retailers
  • Classification of Retail Operations
  • Ownership
  • Major Types of Retail Operations
  • Classification Summary
  • Types of Retailers
  • Retail Marketing Strategy
  • Defining a Target Market
  • Retail marketing mix
  • The marketing mix planning
  • The Retailing Mix
  • Retail Marketing Mix
  • Marketing Mix
  • The Proper Location
  • Shopping Center & Mall Locations
  • Presentation of the Retail Store
  • Basic pricing strategies
  • Five pillars of Retailing
  • Drivers of Success in RS
  • Ethical and Legal Issues
  • Outline of a Marketing plan

keta|| Market|ng

keta|||ng Ǝ keta||er
Is d¢fin¢d as a s¢t of activiti¢s or st¢ps us¢d to s¢ll a pdt
or s¢rvic¢ to consum¢rs for tb¢ir p¢rsonal or family
us¢
D¢riv¢d form Fr¢ncb word" r¢tailli¢r" m¢aning "to
br¢ak bulk" or "cut a pi¢c¢ of"
R¢tail¢r: P¢rson, ag¢nt, Co., or organization
instrum¢ntal in r¢acbing tb¢ goods, m¢rcbandis¢ or
s¢rvic¢s to tb¢ ultimat¢ custom¢r
keta||er act|v|t|es
O Anticipating customei's wants
O Beveloping assoitment of puts
O Acquiiing mkt info
O Financing
O Selecting taiget maikets
O Negotiating with supplieis
O Tiaining salespeople
Nature of reta|| market|ng
O iofitable ietailing anu satisfactoiy ietuins on investment can only
be achieveu by iuentifying, anticipating anu satisfying customei
neeus anu uesiies
O What the customeis buy ueteimines the natuie of the ietailei's
business.
O The essence of ietail maiketing is ueveloping meichanuise anu
seivices that satisfy specific neeus of customeis, anu supplying
them at piices that will yielu piofits.
Nature of reta|| market|ng
O ost & piofit vaiies uepenuing on type of opeiation & majoi pu line
O Nanage piofit of 9-ŵŴ% on sales
O Sales volume influences business oppoitunities, meichanuise
puichase policies, natuie of piomotion & expense contiol measuies
O Retaileis act as gatekeepeis who ueciue which new puts shu fimu
theii way to the shelves of theii stoies..a stiong say in the success of
a put being launcheu
O Naiketeis have to sell a new put seveial times: fiist within the o,
then to the ietailei & finally to the usei of the put
key aspects of reta|||ng
O Biiect customei inteiaction
O Small unit size of sale
O oint of sale piomotions
O iiticality of location
O Emphasis of location
Dr|vers of Change |n keta|||ng
O hanging uemogiaphics & inuustiy stiuctuie
O Expanuing IT
O Emphasis on lowei costs & piice
O Emphasis on convenience & seivice
O Focus on putivity
O Auueu expeiimentation
O ontinuing giowth of non stoie ietailing
Ma[or concerns re|at|ng opt|mum
se|ect|on of goods
O A wiue & incieasing iange of put categoiies accompanieu by
multiple bianus in each categoiy complicate uecision making foi
both mfg & mkt inteimeuiaiies
b¢y bav¢ to mak¢ an optimum s¢l¢ction of goods to b¢ sold
giv¢n tb¢ foll major conc¢rns:
O Selling space..ielatively fixeu & must ietuin max piofits.If such
space is occupieu by non moving oi slow moving
meichanuise..iesoit to substantial piice ieu to get iiu of unsolu
stock
O Risk of no peifoimance in teims of quality, supplies which in tuin
haims image of ietail outlet
keta|| |ndustry
O aigest piivate inuustiy in the woilu aheau of finance, engineeiing
O ontiibutes 8% to the uB in ueveloping westein countiies
O ŹŴ of the Foitune ŹŴŴ & ŶŹ of Asia's top os aie ietaileis
O hina..ŷ of top ŵŴ global ietaileis : aiiefoui, Ż-Eleven, Wal-Nait
O Biazil: top Ŷ global ietaileis..ŷŴ% of the RN
G|oba| keta|||ng
Market Size & Economics Market Size & Economics
Infrastructure & Distribution Infrastructure & Distribution
Competition Competition
Operations Operations
Financial & Tax Reporting Financial & Tax Reporting
Merchandise Acceptability Merchandise Acceptability
Partnering Capability Partnering Capability
Factors Used Factors Used
to Analyze to Analyze
Global Retail Global Retail
Markets Markets
Factors Used Factors Used
to Analyze to Analyze
Global Retail Global Retail
Markets Markets
G|oba| keta|||ng
Spread of
communication and
mass media
Spread of
communication and
mass media
Lowering of trade
barriers and tariffs
Lowering of trade
barriers and tariffs
Growth potential in
underserved
markets
Growth potential in
underserved
markets
Reasons for Reasons for
Global Expansion Global Expansion
Ind|an reta|| |ndustry
O Ź
th
laigest ietail uestination globally
O ompiising of oiganizeu anu unoiganizeu sectois, though initially,
the ietail inuustiy was mostly unoiganizeu
O aigest no of ietaileis abt ŵŶ million. Ź million sell foou & ielateu
puts
O Retail sectoi is the Ŷ
nu
laigest employei aftei agiicultuie
O Amounts to 0SŘ ŷŷŴbillion in ŶŴŴŻ to ŸŶŻb in ŶŴŵŴ & źŷŻ b by
ŶŴŵŹ
O Retail has a shaie of ŵŴ-ŵŵ% in the uB
O ź times biggei than that of Thailanu & Ÿ-Ź times biggei than
S.Koiea & Taiwan
O Expecteu giowth iate ŶŹ-ŷŴ% annually.
O Available mall space ŵŴŴ mill sq feet by ŶŴŵŵ
Growth |n Ind|an reta|| markets
ŶŴŴźŻ
Indian r¢tail {Rs bn)
Foou & gioceiy 8ź8Ŵ
lothing & footweai ŵŷŹź
Non institutional healthcaie ŵŵŹ9
Fuinituie & fuinishing 98ź
otal ŵŸŹŻŸ
Urganiz¢d r¢tail {Rs bn)
Foou & gioceiy źŵ
lothing & footweai ŶŹŵ
Non institutional healthcaie ŶŸ
Fuinituie & fuinishing ŵŴŵ
otal org r¢tail Ź98
Sbar¢ of UR in R¾ Ÿ.ŵ¾....ŶŶ¾ by ŶŴŵŵ
Ma[or keta||ers |n Ind|a
Pantaloon
O With moie than ŸŹŴ stoies acioss the countiy
O auncheu countiyŏs fiist hypeimaiket 'Big Bazaai'
ata Croup
O A majoi playei with its subsiuiaiy Tient, which opeiates Westsiue anu
Stai Bazaai.
O Establisheu in ŵ998, it also acquiieu the laigest book anu music ietailei
in Inuia 'anumaik' in ŶŴŴŹ.
RPC Croup
O ne of the eailiei entiants in the Inuian ietail maiket, foou & gioceiy
ietailing in ŵ99ź with its ietail Foouwoilu stoies.
O peneu the phaimacy anu beauty caie outlets 'Bealth & ulow'.
R¢lianc¢
O Noie than ŷŴŴ Reliance Fiesh stoies anu Reliance Nait
O Itŏs expecting its sales to ieach Rs. 9Ŵ,ŴŴŴ cioies by ŶŴŵŵ.
Birla Croup
O Stiong piesence in Inuian appaiel ietailing. The bianus like
ouis hillipe, Allen Solly, van Beusen, etei Englanu
Ź typ¢s of citi¢s:
O Natuiing: Belhi & Numbai
O Tiansitional: Bangaloie, Kolkata, Byu, une, Ahmeuabau,
hennai..to have ŵ¡ŷ
iu
of Inuia's oig ietail sectoi
O Bigh giowth: Iaipui, uuhiana, hanuigaih, ochin,
ucknow, Suiat, Baioua.next ieatil uestinations
O Emeiging: Nagpui, Inuoie, Nasik, oimb, Bhubaneshwai,
uoa
Cha||enges fac|ng Ind|an reta||
|ndustry
O The tax stiuctuie favois small ietail business
O ack of auequate infiastiuctuie facilities
O Bigh cost of ieal estate
O Bissimilaiity in consumei gioups
O Shoitage of ietail stuuy options
O Shoitage of tiaineu manpowei
O ow ietail management skill
Character|st|cs of keta|||ng
Diff¢rs from manufacturing in foll ways:
O Theie is a uiiect enu usei inteiaction
O nly point in the value chain to pioviue a platfoim foi
piomotion
O Sale if small unit sizes
O ocation is a ciitical factoi
O Seivices aie as imp as coie puts
O aige no of ietail units to meet the geogiaphical
coveiage & population uensity
Act|v|t|es of reta||ers
Soiting
Boluing
stock
Bieaking
bulk
Aiianging
assoitment
s
Extenuing
seivices
ioviuing
auuitional
seivices (hannel
of commun,
tianspoit, auveit)
functions)
Categor|z|ng keta||ers
O No of outlets
O Naigin vs Tuinovei
O ocation
C|ass|f|cat|on of keta|| Cperat|ons
Classification Classification
of of
Retail Retail
Establishments Establishments
Classification Classification
of of
Retail Retail
Establishments Establishments
Ownership Ownership
Level of Service Level of Service
Product Assortment Product Assortment
Price Price
Cwnersh|p
Independent
Retailers
Independent
Retailers
Chain Stores Chain Stores
Franchises Franchises
Classification Classification
of of
Ownership Ownership
Classification Classification
of of
Ownership Ownership
Ma[or 1ypes of keta|| Cperat|ons
Department Stores
Eg: SS, Westside, Globus
Department Stores
Eg: SS, Westside, Globus
Specialty Stores
Eg: Bata, Nokia world, Adidas
Specialty Stores
Eg: Bata, Nokia world, Adidas
Supermarkets Supermarkets
Drugstores
Eg:Medicine Shoppe, Apollo Pharmacies
Drugstores
Eg:Medicine Shoppe, Apollo Pharmacies
Convenience Stores Convenience Stores
Discount Stores
Eg: Wal-mart,Big Bazar
Discount Stores
Eg: Wal-mart,Big Bazar
C|ass|f|cat|on 5ummary
Type of Retailer Type of Retailer Type of Retailer Type of Retailer
Department Store Department Store
Specialty Store Specialty Store
Supermarket Supermarket
Convenience Store Convenience Store
Drugstore Drugstore
Service Service
Level Level
Service Service
Level Level
Mod Hi-High Mod Hi-High
High High
Low Low
Low Low
Low-Mod Low-Mod
Assort Assort- -
ment ment
Assort Assort- -
ment ment
Price Price Price Price
Gross Gross
Margin Margin
Gross Gross
Margin Margin
Broad Broad
Narrow Narrow
Broad Broad
Med-Narrow Med-Narrow
Medium Medium
Mod-High Mod-High
Mod-High Mod-High
Moderate Moderate
Mod High Mod High
Moderate Moderate
Mod High Mod High
High High
Low Low
Mod High Mod High
Low Low
RetaiI franchising is a form of chain ownership in which a
franchisee pays the franchisor fees or royalties and agrees
to run the franchise by prescribed norms, in exchange for
use of the franchisor's name.
1ypes of keta||ers
Importance of market|ng |n reta|||ng
O Naiketing is a vital tool foi eveiy ietailei, as it iuentifies cuiient,
unfulfilleu neeus anu wants, which it uefines anu quantifies.
O Naiketing ueteimines which taiget gioups the ietailei shoulu
seive.
O Naiketing coulu be seen as ueliveiing an acceptable stanuaiu of
living.
O Naiketing can ensuie complete satisfaction anu sustaineu
customei loyalty.
O Naiketing uepenus on the efficient co-oiuination of consumei
pieuiction, piouuct uevelopment, packaging uesign anu influencing
uemanu thiough appiopiiate communication meuium.
keta|| Cb[ect|ves
O To inciease customei tiaffic
O To cleai seasonal meichanuise
O Natch competitois piice piice
O iice leaueiship status
O ieate entiy baiiieis
O Encouiage iepeat buying
keta|| Market|ng 5trategy
Setting short & long term objectives Setting short & long term objectives
Define the business in terms of
orientation towards to particular
sector
Define the business in terms of
orientation towards to particular
sector
Key Tasks Key Tasks
in in
Strategic Strategic
Retailing Retailing
Key Tasks Key Tasks
in in
Strategic Strategic
Retailing Retailing
Identifying TM. directing
efforts on basis of customer
characteristics & needs
Identifying TM. directing
efforts on basis of customer
characteristics & needs
Implementing integrated mkting plan Implementing integrated mkting plan
Evaluation & revision of plan
depending on internal & ext environ
Evaluation & revision of plan
depending on internal & ext environ
Def|n|ng a 1arget Market
Segment the Market Segment the Market
Demographics Demographics
Geographics Geographics
Psychographics Psychographics
Value & Lifestyle Value & Lifestyle
Behavioral Behavioral
keta|| market|ng m|x
O Retail maiketing mix is the teim useu to uesciibe the
vaiious elements anu methous iequiieu to foimulate
anu execute ietail maiketing stiategy.
O The aim of such cooiuination is foi each stoie to have a
uistinct ietail image in consumeis' minu.
O The mix may vaiy gieatly accoiuing to the type of
maiket the ietailei is in, anu the type of
piouuct¡seivices.
1he market|ng m|x p|ann|ng
The ietail maiketing mix is the vehicle thiough which
a ietailei's maiketing stiategy is implementeu anu, in
planning the mix, ietaileis shoulu be guiueu by thiee
basic piinciples:
ŵ. The mix must be consistent with the expectation of
taiget customeis:
Ŷ. Elements must be consistent with each othei to
cieate syneigy
ŷ. The mix must be iesponsive to competitive stiategy
1he keta|||ng M|x
Target Target
Market Market
Product Product
Price Price
Promotion Promotion
Place Place
Personnel Personnel
Process Process
keta|| Market|ng M|x
While many elements may make up a fiim's ietail maiketing mix, the
essential elements may incluue:
O meichanuise assoitments
O Stoie ambience
O customei seivice
O ommunication with customeis
O eisonal selling
O Stoie image
O Stoie uesign
O Sales incentives
Market|ng M|x
Plac¢ {stor¢ location)
O Taiget maiket
O hannel stiuctuie
O hannel management
O Retailei image
O Retail logistics
O Retail uistiibution
Product {m¢rcbandis¢)
O iouuct uevelopment
O iouuct management
O iouuct featuies anu
benefits
O Bianuing
O ackaging
O Aftei-sales seivices
The mix of piouucts offeieu to the consumei by the ietailei: also calleu
the piouuct assoitment oi meichanuise mix.
1he Þroper Locat|on
O aige, long-teim commitment of iesouices
O ocation will affect futuie giowth
O ocal enviionment may change ovei time
5hopp|ng Center Ǝ Ma|| Locat|ons
Auvantages Auvantages
O Besign attiacts
shoppeis
O Anchoi stoies uiaw
customeis
O Ample paiking
O 0nifieu image
Bisauvantages Bisauvantages
O Expensive leases
O Failuie of common
piomotion effoits
O ease iestiictions
O Anchoi stoie
uomination
O Biiect competitois
Þresentat|on of the keta|| 5tore
Employee Type & Density Employee Type & Density
Merchandise Type & Density Merchandise Type & Density
Fixture Type & Density Fixture Type & Density
Sound Sound
Odors Odors
Visual Factors Visual Factors
Factors Factors
in in
Creation Creation
of a Store`s of a Store`s
Atmosphere Atmosphere
Factors Factors
in in
Creation Creation
of a Store`s of a Store`s
Atmosphere Atmosphere
Pric¢
O osts
O iofitability
O value foi money
O ompetitiveness
O Incentives
O 0uality
O Status
Promotion
O Beveloping piomotional
mixes
O Auveitising management
O Sales piomotion
O Sales management
O ublic ielations
O Biiect maiketing
Lxterna| Inf|uences on Þr|c|ng 5trategy
Pricing
strategy
ustomers
ompetitor
s
Suppliers Governme
nt
8as|c pr|c|ng strateg|es
O EB
O Bigh low piicing
Þr|c|ng Þract|cesť Comb|nat|on of the fo||
O Skimming piicing
O enetiation piicing
O oss eauei piice
O sychological piicing (iestige , iefeience, tiauitional, ouu-even piicing)
O Bunuling
O Fixeu & vaiiable piicing
O eiceiveu value piicing
O Bunuleu piicing
O iice lining
O Nultiple - unit piicing
O Extinction piicing
-
Þr|c|ng strateg|es
vaiiable piicing - when uiffeiences in uemanu & cost
necessitate a change, with a view to inciease uemanu, off
season uiscount.
Flexible piicing - offeiing same piouucts & quantities to uiffeient
customeis at uiffeient piices.
iice lining - ietaileis establish specifieu numbei of piice points
foi each meichanuise type & ietaileis puichase goous to fit the
piice points
- makes piice compaiisons easiei
- can help stoie to upgiaue ¡ uown giaue customei s piefeience.
Nultiple unit piicing
W iice of each unit in a multiple pack is less than the piice of each
unit if it weie solu inuiviuually.
W Suitable foi piouucts with high consumption iates.
Bunuling
W Retaileis combine seveial elements in one basic piice, invaiiably
closely ielateu items.
Leader pr|c|ng
When a high uemanu item is piiceu low & is heavily auveitiseu to
attiact customeis into the stoie.
oss leauei piicing - Wheie an item is solu below cost to builu
tiaffic & encouiage puichase of othei items.
EB - When a ietailei chaiges the same low piice eveiyuay foi
long peiious anu seluom offeis the item on sale - stable but lowei
than pievailing piices but not the lowest.
keta|| Þr|c|ng Approaches and other L|ements of the
keta|| Market|ng
RetaiI marketing
mix variabIe
Price beIow market
price
Price at market
price
Price above market
price
ocation No parking, poor
layout, inaccessible
Central business
district, proximity
to competition
Monopoly,
compatible location
to target segment
Service Attributes Self-service, limited
offerings, no sales
Support from
sales people
Personalized
attention to
customers, home
delivery, exchange
facility, customized
offerings
Assortment imited variety Medium Extensive
assortment
Store
Environment
Poor quality fixtures,
limited space to
move around, wall
shelves, untidy
Compatible store
environment
Ìnviting, impressive
store décor, visual
merchandise
attractive
P¢opl¢ ¢l¢m¢nt
O Staff capability
O Efficiency
O Availability
O Effectiveness
O ustomei inteiaction
O Inteinal maiketing
Proc¢ss ¢l¢m¢nt
O iuei piocessing
O Batabase management
O Seivice ueliveiy
O 0ueuing system
O Stanuaiuisation
keta|| Þromot|ona| Methods
Coupons: uistiibuteu in magazines, newspapeis, uiiect mail, oi stieet hanu-
outs to uiive sales to the stoie.
To be successful, coupons must eithei pay foi themselves thiough incieaseu
sales of the uiscounteu items, oi by intiouucing new customeis to the stoie
who then finu othei, full-piice items to buy.
Urganizing Sal¢s: A goou way to tiy to sell off a inventoiy that has been
uifficult to move.ne can move out these cleaiance items while intiouucing
the stoie to new potential customeis who will ueciue to ietuin again when
the sale is ovei.
Loyalty programs: Encouiage puichases by chaiging less than full piice, also
encouiages a customei to buy moie anu to ietuin moie often.
ustomeis will feel they have an investment in the stoie which is lost if they
switch to a competitoi.
keta|| 5a|es Þromot|on
B¢n¢fits
Excellent uemanu geneiatoi
Builu tiaffic
an play an impoitant iole in loyalty piogiams
ueneiate in-stoie excitement
Assist in intiouucing new piouucts
yp¢ of sal¢s promotion : Sponsors
Self sponsoieu
Ioint with suppliei
Promotion formats for r¢tail
Announce special sales - enu of season ¡ iegulai
iganize uemos ¡ samples - initiate tiial & builu tiaffic
value-auueu gifts ¡ piemiums to builu bianu loyalty in specific categoiies
oupons & contest - to ietain inteiest ¡ iepeat
bat sal¢s promotion can't do
hange buyeis piefeience foi un-uesiieu piouuct
ompensate foi pooily tiaineu sales foice
ioviue long-teim suppoit in sales
eimanently stop a piouucts' ueclining tienu¡ push a non-
seasonal item in off-season.
Iactors Inf|uenc|ng Advert|s|ng
Age of stoie
- New stoies oi those seeking to be ie-builu image neeu
auveitising.
Stoie location
- Stoies that aie pooily locateu neeu moie auveitising.
Neichanuise
- Those selling high-image ¡ fashion goous neeu auveitising than a
uiscount ¡ convenience stoie
Suppliei suppoit
- The moie suppoit a ietailei is able to get fiom supplieis, the moie
it can auveitise.
I|ve p|||ars of keta|||ng
Ź impoitant actions foi Retaileis
O Solve customei's pioblems
O Tieat customeis with iespect
O onnect with customei emotions
O Set the faiiest (not the lowest) piice
O Save customei's time
Measur|ng keta|| Þerformance Ǝ Þroduct|v|ty
ŵ. P¢rformanc¢ of S¢lling Spac¢
O Sal¢s p¢r Squar¢ Foot
Totol Net Soles - Squore Ieet of Sellinq Spoce = Soles per
Squore Ioot of Sellinq Spoce
O Sal¢s by D¢partm¢nt or Product Cat¢gory
oteqorvœs Totol Net Soles - Storeœs Totol Net Soles =
oteqorvœs % of Totol Store Soles
Ŷ. M¢asuring Productivity of Staff
O Sal¢s p¢r ransaction
O Also known as sales pei customei. A stoie uepenuant on its sales cleiks
to make a sale will use this methou
ross Soles - Number of Tronsoctions = Soles per Tronsoction
O Sal¢s p¢r Employ¢¢
O Retaileis neeu to take into consiueiation whethei the stoie has full time
oi pait time woikeis. onveit the houis woikeu by pait-time employees
uuiing the peiiou to an equivalent numbei of full-time woikeis.
O This foim of measuiing piouuctivity is an excellent tool in ueteimining
the amount of sales a business neeus to biing in when incieasing staffing
levels.
Net Soles - Number of Fmplovees = Soles per Fmplovee
Dr|vers of 5uccess |n k5
O ustomeis - Biiving foice in change
O Re-evaluating the mkting plan
O Stiong visual appeal
O Woikplace challenge
thicaI and LegaI thicaI and LegaI
Issues in Issues in
RetaiIing RetaiIing
Lth|ca| and Lega| Issues
#etail #etail
Theft Theft
Consumer Consumer
Fraud Fraud
Supplier Supplier
abor abor
Practices Practices
Slotting Slotting
Allowances Allowances
Use of Use of
Customer Customer
Ìnformation Ìnformation
Ecological Ecological
Considerations Considerations
keta|| Market|ng p|an
Plan ¢l¢m¢nts
ŵ. Ubj¢ctiv¢s, SU, Distinct positioning
Ŷ. D¢fin¢d targ¢t audi¢nc¢
ŷ. Quantifiabl¢ goals
O uiowing sales ievenue (geneiating moie customeis anu moie uollais pei customei)
O Enhancing piofitability (Analyzing piouuct maigin anu concentiating on those piouucts
that uelivei the gieatest piofitability. In most cases, it involves implementing an effective
piicing stiategy oi oveihauling youi existing one.)
O ueneiating leaus anu incieasing customei count
O Auuing new piouucts oi seivices
Ÿ. D¢tail¢d tactical ¢l¢m¢nts
Ź. Budg¢t, tim¢tabl¢ and r¢sponsibiliti¢s
O Iuentifying which weeks auveitising will iun, when anu wheie will one seek meuia
coveiage foi an impoitant event, on what uates foi uiiect mail campaigns, which months
foi senuing an email newslettei, oi whatevei activity one has planneu foi the annual
calenuai. Specific as to uate, cost anu iesponsibility
ź. M¢asurability and accountability
Cut||ne of a Market|ng p|an
ŵ.Ŵ EXECUIVE SUMMRY
ŵ.ŵ CUMPY
ŵ.Ŷ PRUDUCS & SERVICES
ŵ.ŷ MRKE LYSIS
ŵ.Ÿ SRECY & IMPLEMEIU
ŵ.Ź MCEME
ŵ.ź FICIL PL
ŵ.Ż SUURCES & USE UF FUDS
Ŷ.Ŵ CUMPY
Ŷ.ŵ CUMPY & IDUSRY
Ŷ.Ŷ LECL EIY & UERSHIP
Ŷ.ŷ CUMPY HISURY U DE
Ŷ.Ÿ FCILIIES
Ŷ.Ź KEY SSES
ŷ.Ŵ PRUDUCS UR SERVICES
ŷ.ŵ DESCRIPIU
ŷ.Ŷ FEURES & BEEFIS
ŷ.ŷ CUMPEIIU
ŷ.Ÿ CUMPEIIVE DVCE]BRRIERS U ERY
ŷ.Ź DEVELUPME
Ÿ.Ŵ MRKE LYSIS
Ÿ.ŵ RCE CUSUMER
Ÿ.Ŷ MRKE SIZE
Ÿ.ŷ REDS
Ÿ.Ÿ SU LYSIS
Ź.Ŵ SRECY & IMPLEMEIU
Ź.ŵ PHILUSUPHY
Ź.Ŷ PRUDUC DEVELUPME
Ź.ŷ IERE SRECY
Ź.Ÿ MRKEIC SRECY
Ź.Ź SLES SRECY
Ź.ź SRECIC LLICES
Ź.Ż UPERIUS Ź.8 CULS
ź.Ŵ MCEME
ź.ŵ URCIZIUL SRUCURE
ź.Ŷ LEDERSHIP
ź.ŷ SFF MEMBERS
Ż.Ŵ FICIL PL
Ż.ŵ REQUIREMES
Ż.Ŷ USE UF FUDS
Ż.ŷ ICUME SEME PRU)ECIUS
Ż.Ÿ CSH FLU PRU)ECIUS
Ż.Ź BLCE SHEE
Ż.ź SSUMPIUS
Pow Lo do a SWC1 analvsls
Str¢ngtb could b¢:
ŵ. Your sp¢cialist mark¢ting
¢xp¢rtis¢.
Ŷ. n¢w, innovativ¢ product or
s¢rvic¢.
ŷ. Location of your busin¢ss.
Ÿ. Quality proc¢ss¢s and
proc¢dur¢s.
Ź. ny otb¢r asp¢ct of your
busin¢ss tbat adds valu¢ to your
product or s¢rvic¢.
¢akn¢ss could b¢:
ŵ. Lack of mark¢ting ¢xp¢rtis¢.
Ŷ. Undiff¢r¢ntiat¢d products or
s¢rvic¢s {i.¢. in r¢lation to your
comp¢titors).
ŷ. Location of your busin¢ss.
Ÿ. Poor quality goods or s¢rvic¢s.
Ź. Damag¢d r¢putation.
n opportunity could b¢:
ŵ. A ueveloping maiket such as the
Inteinet.
Ŷ. Neigeis, joint ventuies oi
stiategic alliances.
ŷ. Noving into new maiket segments
that offei impioveu piofits.
Ÿ. A new inteinational maiket.
Ź. A maiket vacateu by an ineffective
competitoi.
tbr¢at could b¢:
ŵ. A new competitoi in youi home
maiket.
Ŷ. iice wais with competitois.
ŷ. A competitoi has a new,
innovative piouuct oi seivice.
Ÿ. ompetitois have supeiioi access
to channels of uistiibution.
Ź. Taxation is intiouuceu on youi
piouuct oi seivice.

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