RETAILING MANAGEMENT

Year & Semester: II MBA I Semester L T P C

Subject Code: 20MBAPE311 3 0 0 3
CO-PO Mapping
CO CO Statement
PO1 PO2 PO3 PO4 PO5
CO1 identify trends in Indian retail markets 3 3 1 3 1
CO2 evaluate shopping environment in cultural context 3 3 2 3 1
CO3 apply various retail functions in real life situations 3 3 2 3 3
CO4 analyze retail logistics 3 3 0 3 3
CO5 assess buyers behavior and merchandise assortment plans 3 3 1 3 1
1- Weak, 2-Moderate & 3-Strong

Unit-I: Introduction to Retail Management 10 hours

Meaning of Retail & Retailing, History, types, functions, utilities, theories of retailing, e-tailing, structure of
Indian retail industry, retailing in Asia, global retailing, retailing in Europe, service retailing, FDI retailing,
Rural marketing, ethics in retailing.

Unit-II: Understanding Shoppers & Shopping 10 hours

Shopping Environment, shopping in a Socio Cultural Contest, shopping process shopping behaviour,
demographics of Indian shoppers, psychographic profile of Indian shoppers, lifestyle of Indian shoppers,
shopping patterns in India.

Unit-III: Delivering Value through Retail Functions 8 hours

Part A: 4 hours
Classification of formats, ownership-based, store based, non-store based, other retail formats, Value Based
Model of store format choice, attribute based model of store format choice.
Part B: 4 hours
The competitive market place, Marketing Structure, the demand side of retailing, non-price decisions, types of
competition, evolution of retail competition, future changes in retail competition.

Unit-IV: Pricing & Supply Chain Management 10 hours

Pricing Objectives & Policies, Interactive Pricing Decisions, different Pricing Strategies, Price Adjustment
Strategies. SCM- introduction, derivers of SCM, SCM & competitive advantages, types of supply chain-
supply chain length, width, control of supply chain, framework of Supply Chain Management-SCM network
structure, Supply Chain Business Process, SCM components, Retail Inventory Management, Retail Logistics
Management, EDI in SCM.

Unit-V: Retail Buying & Managing Retail Operations 10 hours

Objectives of buying, organization buying, retailing buying behaviour, models of buying behaviour, buyer-
responsibilities, merchandising & assortment plans merchandise plan, merchandise plan for basic stocks retail
buying groups, negotiations in retail, contract in retail, store layout & design, merchandise display-fixtures,
positioning of merchandise, materials & finishes – floors, interior walls, ceilings, lightings, music, graphics-
exterior signage, interior signage, layouts for e-tailers.

References:

1. Piyush Kumar Sinha, Dwarika Prasad Uniyal, Managing Retailing, 2nd Edition, Oxford, 2012.
2. Lusch, Dunne, Carver, Introduction to Retailing, 7th Edition, Cengage Learning, 2015.
3. Suja Nair, Retail Management, Himalaya Publication House, 2012.
4. Swapna Pradhan, Retail Management-Text & Cases, TMH, 2015.