A retail strategy is the overall plan or framework of action that guides a retailer.

Ideally, it will cover at

least 1 year and outline the

It serves as a roadmap for the next 3 to 5 years and helps thoughtful and objective decision making on
many key business elements, including:

1. Resources
2. Break evens and challenges
3. What information potential customers, vendors, and investors will need to know in order for you
to effectively market your business?
Situation Analysis
Company’s
Vision

Opportunities and Threats

Current Status
of Company

An organizational mission - is a retailer’s commitment

Objectives – Translates organizational mission into action

GOALS VS OBJECTIVES
- This two represent
the achievable
outcome you set
Goals - Broad Objectives - Narrow
Ex - ML

Goals
Long Term > 3-5 years Short Term > 1-2 years

Objectives

Long Term > 6 months Short Term < 6 months

SALES GOALS
1. Growth
2. Stability
3. Market Share

PROFIT GOALS
Cost - Supplier - Ex. Generous Supplier

Efficient Purchasing

Meeting efficient credit term

Raise Sales

Undercut might affect the profit since you lower down the mark up

SATISFACTION OF PUBLICS

Investor  Stockholder satisfaction – Good ROI

Customer  Customer Satisfaction – Good service / absence of complains

Supplier  Good supplier relation – Favorable Purchase Terms , new product, good return policies and
prompt shipments

Cordial Labor Relation  Low employee turn over rates and less absenteeism

IMAGE

Positioning – how a given retailer is perceived by consumers and others.

Manufacturing and Retail difference in positioning

Mass Merchandising

Niche Retailing