21MBAOM461

Retail Management

Module 1: Introduction to retailing 08 hours

Introduction, significance of retailing, structure of distribution and retailing channels around the
world. Retail management decision process, types of retailers, merchandise, variety and
assortment. Services retailing nd how is it different from merchandise retailers. Understanding
types of ownership. Multichannel Retailing: Retail channels and types. Benefits of multichannel
retailing.

Module 2: Retail strategy and Customer buying behavior 08 hours

The buying process, types of needs, buying decisions, social factors influencing the buying
process, market segmentation, VALS framework.

Understanding retail strategy with examples, methods to develop sustainable competitive

advantage, perceptual maps and global growth opportunities.

Module 3: Retail planning 08 hours

Stages in strategic retail planning process, understanding the process for an organization. Setting
and measuring performance objectives. Retail locations , types, evaluating specific areas.
Evaluating a site, estimating potential sales for a store site

Module 4: Merchandise management, pricing and communication mix 08 hours

Merchandise management overview, developing assortment plan, Inventory and product

availability, establishing control system for managing inventory. Insight into buying
merchandise. Retail pricing: pricing strategies, setting retail prices, techniques to increase sales,
legal and ethical pricing issues. Communication Mix: develop brand images and customer
loyalty programs, planning the retail communication program.

Module 5: Store Management 07 hours

Responsibilities, recruiting and selecting store employees, motivating, evaluating, compensating

and rewarding employees. Controlling costs, increasing efficiency and reducing inventory
shrinkage. Store layout, design and visual merchandising: Design objectives, elements, space
management, visual merchandising, website design.

Customer service: the gaps model for improving retail customer service quality. Service
recovery. retail research, retail audits, pilferage threats and handling those pilferages. The rise
and importance of technology and tech based solutions in retailing will debated on to draw
curtains to the course
Reference:

1. Retailing Management by Levy, Weitz and Pandit, McGraw hill

2. Retail Management by Bajaj, Tuli and Srivatsava, Oxford Publication

3. Gupta,S.L., Sales & Distribution Management: An Indian Perspective, Excel Books , 2/e

4. Pradhan Swapna, Retailing Management, text and cases Tata McGraw Hill, 4/e.