MIDTERM RETAIL • Meeting competition in good faith
CHAPTER 6: LEGAL AND ETHICAL BEHAVIOR defense
Ethical and Legal Constraints Influencing Retailers Promotion Constraints • Promotion decisions are constrained by the: • Federal Trade Commission Act • Wheeler-Lea Amendment of the FTC Act
Pricing Constraints
Deceitful Diversion of Patronage
• Publish or verbalize falsehoods about a competitor so as to divert their patrons • Palming off • A retailer represents that merchandise is made by a firm other than the true manufacturer • False or misleading advertising claims about the: • Physical makeup, benefits, or the appropriate uses for the product Deceptive Advertising • Requirements to challenge any claim contained in advertising: • The FTC must prove that the challenged claim is contained in the advertisement • The claim must be deceptive • The deceptive claim must be material • Justification for some types of price • Bait-and-switch advertising discrimination • Advertising or promoting a product at: • Cost justification defense - Accounted for • An unrealistically low price to differences in cost to: serve as “bait” and then trying to • The seller in the manufacture, sale, or “switch” the customer to a delivery arising from differences in the higher-priced product method or quantities • Forbidden practices • Changing market conditions defense • Refusing to show, demonstrate, or sell • Danger of imminent deterioration of the product offered perishable goods or on the • Disparaging, by word or deed, the obsolescence of seasonal goods advertised product • Failing to have sufficient quantities of • A seller must attempt to foresee the advertised product at all outlets how a product may be misused and listed in the advertisement warn the consumer against the • Refusal to take orders for the same advertised merchandise to be • Warranties delivered within a reasonable period of • Expressed warranties: Written or time verbalized agreements: • Design sales plan or compensation • About the performance of a product such that to discourage salesman from • That can cover all attributes of the selling advertised product merchandise or only one attribute Deceptive Sales Practices • Implied warranty of merchantability • Illegal practices • Made by every retailer when the • Failing to be honest or omitting key facts retailer sells goods in either an ad or a sales presentation • Implies that the merchandise sold is • Using deceptive credit contracts fit for the ordinary purpose for • Credit Card Act (2009) which such goods are typically used • Protection against arbitrary • Implied warranty of fitness rate increases • Implies that the merchandise is fit • Not penalizing cardholders who for a particular purpose pay • Arises when the customer relies on • Protecting cardholders from the retailer to assist or make the misleading terms selection of goods to serve a • Protection of vulnerable particular purpose consumers from fee-heavy Supply-Chain Constraints subprime credit cards • Territorial restrictions Product Constraints • Limit the geographic area in which a retailer may resell its merchandise • Lessen competition between retailers • Violation of Sherman Antitrust Act • Dual distribution • A manufacturer sells to independent retailers and also through its own retail outlets • Adversely affects the manufacturer- retailer relationships • Product safety Exclusive Dealing • Consumer Product Safety Act • One-way exclusive dealing arrangement • Retailers have specific • Retailer has exclusive right to responsibilities to monitor the merchandise the supplier’s product safety of consumer products in a particular trade area • Consumer Product Safety • Two-way exclusive dealing agreement Improvements Act (2008) • Supplier offers the retailer: • Applies to all members of the • Exclusive distribution of a supply chain merchandise line/product in a • Product liability laws particular trade area • Deal with the seller’s responsibility to • Retailer agrees to return the market safe products manufacturer’s favor • Foreseeability doctrine • Tying agreement • Seller with a strong product or • Adhere to stricter ethical and service requires a buyer (the environmental standards retailer) to: that go beyond existing • Purchase a weak product or government regulations service as a condition for • Sourcing buying the strong product or • Retailers inspect suppliers to make service. sure they are not buying : • Not viewed as a violation • Illegal merchandise • Viewed as illegal if a substantial share of • From unsavory characters commerce is affected • Sustainability Other Federal, State, and Local Laws • Requiring suppliers to engage in • Federal laws retailers must be aware of: sustainable business practices • Trade agreements regulating import • Slotting fees (slotting allowances) and export • Fees paid by a vendor for: • Laws that deal with minimum wages • Space or a slot on a retailer’s and hiring practices shelves • State and municipalities regulations • Having its UPC number given regarding retail activities a slot in the retailer’s State and Local Regulations Affecting Retailers computer system • Bribery • Offering an inducement to the retailer for purchasing vendor’s products • Markdown money • Retailers charge suppliers when merchandise does not sell at what the vendor intended Ethical Behavior in Selling Merchandise • Products sold • Should a retailer sell any product as Ethics in Retailing long as it is not illegal? • Ethics: Set of rules for human moral • Selling practices behavior • Can a salesperson, while not saying • Explicit code of ethics: Written policy that anything false, be allowed to conceal states what is ethical and unethical certain facts from a customer? behavior Ethical Behavior in the Retailer-Employee • Implicit code of ethics: Unwritten but well Relationship understood standards of moral • Misuse of company assets responsibility • Job switching • Retail decision that involve ethical • Employees switching jobs should considerations: respect previous employers right to • Buying merchandise retain confidentiality • Selling merchandise • Employee theft • Retailer-employee relationships Ethical Behavior in Buying Merchandise • Product quality • Testing products to check if they: CHAPTER 7: MARKETING SELECTION AND RETAIL LOCATION ANALYSIS Selecting a Target Market • Target market can be reached through a: • Store-based location in which the consumer travels to the store • Nonstore retailing format in which products and services are offered at a more accessible location • Home page • Introductory material on a retailer’s Internet site • Equivalent to a retailer’s storefront in the physical world • Virtual store: Collection of all the pages of information on the retailer’s Internet site • Ease of access: Consumer’s ability to easily and quickly find a retailer’s Web site • Market segmentation • Target market: Group of customers that the retailer is seeking to serve • Criteria to successfully reach a target market • Seek a measurable market segment • Accessibility • Segment should be substantial or large enough to be profitable for the retailer Retail Formats for Accessing Your Target Market
Geographic Information Systems
• Geographic information system (GIS) • Computerized system that combines physical geography with cultural Location of Store-Based Retailers geography • Culture • Buffer that people have created between themselves and the raw physical environment • Includes: • Characteristics of the population • Humanly created objects • Mobile physical structures GIS Components • Dab is the breaking point from A, measured in miles along the road to B • d is the distance between A and B along the major highway • Pa is the population of A • Pb is the population of B • Assumptions of the retail gravity theory • The two competing cities are equally accessible from the major road • Population is a good indicator of the differences in the goods and services • Thematic maps available in different cities • Use visual techniques to display cultural • Limitations of the retail gravity theory characteristics of the physical space • City population does not always reflect • Uses of GIS the available shopping facilities • Market selection • Distance is measured in miles, not the • Site analysis time involved for the consumer to • Trade area definition travel • New store cannibalization • Factors that the retail gravity theory fails • Advertising management to consider: • Merchandise management • Perceived differences between local • Evaluation of store managers and other trading centers Selecting a Retail Location • Variety-seeking behavior • Medical services or entertainment facilities • Saturation theory Market Identification • Examines how the demand for goods • Trading area and services of a potential trading area • Geographic area from which a is: retailer, or group of retailers, or • Being served by current retail community draws its customers establishments in comparison with • Retail location theories other potential markets • Market demand potential • Outcomes • Market supply factors • Retail store saturation Retail Location Theories • Understored • Overstored
• Algebraic expression of the new formulation
of Reilly’s law: • Index of retail saturation (IRS): Ratio of demand for a product divided by available supply • IRS = (H × RE) /RF • IRS - Index of retail saturation for • An evaluation of the density of demand and an area supply: • H - Number of households in the • Within each market with the goal of area identifying the best retail site(s) • RE - Annual retail expenditures • Size of trading areas for a particular line of trade per • Applebaum’s technique household in the area • Based on customer spotting and • RF - Square footage of retail interviewing facilities of a particular line of • Home addresses of the shoppers trade in the area are plotted on a map Market Demand Potential • Analysts draw inferences about • Major components are: trading size and competition • Population characteristics • Factors pertaining to size of trading areas • Buyer behavior characteristics • Stores that sell products that consumers • Household income want , in the most convenient way, will • Household age profile have smaller area • Household composition • As consumer mobility increases trading • Community life cycle area increases • Population density • As the size of the store increases, its • Mobility trading area increases because it can Market Supply Factors stock: • Square feet per store • Broader and deeper assortment of • Indicates whether the community merchandise tends to have large- or small-scale • As the distance between competing retailing stores increases, their trading areas will • Square feet per employee - High number increase indicates: • Natural and human-made obstacles limit • High level of retail technology trading area • Self-service retailing • Description of trading area • Growth in stores • Information concerning: • Strength of retail competition will be • Trading area for various greater when the community has: retail locations • Recently experienced rapid • Buyer behavior of the trading growth in number of stores area • Quality of competition • Demand density • Determined by asking following • Extent to which the potential demand questions about competitors for the retailer’s goods and services is • What is their market share or concentrated in certain areas profitability? • Retailers need to identify the major • How promotional- and price- variables influencing their potential oriented are they? demand, which can be examined by: • Are they customer-oriented? • The types of customers who • Are they community-oriented? already shop in the retailer’s • Do they financially sponsor present stores many civic and community • Supply density activities? • Extent to which retailers are • How do they react to new concentrated in different areas of the market entrants? market in question Site Analysis • Site availability • Eminent domain law decide to travel to the retail • Inherent power of the cluster government to seize private • Allows customers to walk property without the from store to store, owner’s consent in to benefit comparing prices, products, the community and service • Construct a map of available sites in • Do not always benefit each community being analyzed competitors Site Selection Terms of Purchase or Lease • 100 percent location • The retailer should review: • No better use for a site than building a • Length of lease retail store • Exclusivity clause • What may be a 100-percent site for one • Guaranteed traffic rate store may not be a 100-percent site for • Anchor clause another Expected Profitability • To evaluate a site, consider: • Construct of a pro forma return-on-asset • The nature of the site model for each possible site comprising of : • Traffic characteristics • Net profit margin, asset turnover, • Type of neighbors and return on assets • The terms of purchase or lease • To evaluate sites on their potential return Nature of Site on assets, estimate: • Traffic characteristics • Total sales • Amount of traffic that passes a site is • Total assets an important determinant of the • Net profit potential sales at that site • Traffic-related aspects to be evaluated CHAPTER 8: MANAGING FINANCES • Availability of sufficient parking The Merchandise Budget • Direction of traffic relative to the • Merchandising: Planning and control of the shopping area buying and selling of goods and services • Type of neighbors - Good neighboring • Merchandise budget: Plan of projected sales businesses: for an upcoming season: • Are compatible with the retailer’s • When and how much merchandise is line of trade to be purchased • Help generate additional business • What markups and reductions will for each other likely occur • Store compatibility: Two similar • In developing the merchandise budget, the retail businesses located next to retailer must anticipate: each other: • Sales for the department, division, or • Realize a sales volume store greater than what they • Stock on hand required to achieve would have achieved if they the sales plan, given the level of were located far apart inventory turnover expected • Retail clusters - Groups of stores closely • Reductions required in the original located and share similar characteristics retail price • Benefits • Additional purchase required • Customers don’t need to • The gross margin that the store or decide on the specific store department is likely to contribute to visit but just need to • Rules to prepare the merchandise budget: • Should always be prepared in • 5sqm foyer, client area for bespoke advance of the selling season area 160,000 (32000/sqm) • Language of the budget must be easy = PHP 360,000 to understand • Must be planned for a relatively short period of time • Should be flexible enough to permit changes Formulas for the Six-Month Budget
• Determining planned sales
• Estimate planned sales for the entire season as well as for each month • Examine the previous year’s recorded Space Utilization Matrix sales • Matrix projection and forecast of retail • Make adjustments for the upcoming store to maximize space utilization with merchandise budget sales performance. • Prediction market: A market where a • Take into consideration target for periodic synthetic financial security reflects if : basis, ie. Monthly. • A future event will or will not • Take into consideration selling and non- occur and individuals then buy selling space/areas and sell this security • Eg. 100sqm retail store space • Determining planned BOM and EOM • 10sqm for dressing room inventories • 10sqm for counter and stockroom • Stock-to-sales ratio: Depicts the • 50sqm women’s apparel amount of stock to: • 15sqm men’s apparel • Have at the beginning of each • 5sqm custom accessories month to support the • 5sqm bags and shoes forecasted sales for that month • 5sqm foyer, client meeting for • Planned average beginning-of-the- bespoke area month (BOM) stock-to-sales ratios • Eg. 100sqm retail store space 75k are: rental/month • Either based on industry • 10sqm for dressing room NON- averages or are calculated SELLING directly from a retailer’s • 10sqm for counter and stockroom planned turnover goals NON-SELLING • Fluctuate month to month • 50sqm women’s apparel 145,000 because sales tend to fluctuate (2900/sqm) monthly • 15sqm men’s apparel 30,000 • Express inventory levels at (2000/sqm) retail, not cost • 5sqm custom accessories 10,000 • BOM inventory for one month equals to: (2000/sqm) • The end-of-the month (EOM) • 5sqm bags and shoes 15,000 inventory for the previous month (3000/sqm) • Determining planned retail reductions • Allowances for reductions in the dollar level of inventory that results from nonsale events • Three types - Markdowns, employee discounts, and stock shortages • Reflect the additional purchases needed for sufficient inventory to begin the next month • Regulations to be considered while • Are subject to constant change presenting income statement • Determining planned purchases at retail • Generally Accepted Accounting and cost Principles (GAAP) regulations • Add planned sales, planned retail • Allows for variations in how reductions, and planned EOM retailers report certain inventory expenses • Subtract planned BOM inventory • Internal Revenue Service (IRS) rulings • Planned purchase at cost • Provides a tax break for • Subtract the markup percentage retailers by allowing to from the retail percentage of 100 estimate inventory shrinkage percent Balance Sheet • Buyer’s planned gross margin • Financial statement that identifies and • Take planned initial markup and quantifies all the firm’s assets and liabilities subtract planned reductions • Shows the financial condition of a retailer’s Retail Accounting Statements business at a particular point in time • Accounting practices followed depend on: • Basic equation for a balance sheet: • Management objectives Assets = Liabilities + Net worth • Size of the retailer • Comparison of current and previous • Types of financial statement balance sheets enables to: • Income statement • Observe changes in the firm’s • Balance sheet financial condition • Statement of cash flow Income Statement • Financial statement that provides a summary of the sales and expenses for a given period • Comparison of current and prior results provides trends or changes in: • Sales, expenses, and profits Statement of Cash Flow • The accounting inventory system to • Lists sources and types of all cash revenue be implemented and cash expenditures for a given time • The inventory pricing method to be period used • Positive cash flow - When cash Accounting Inventory System inflow exceeds cash outflow • Cost method • Negative cash flow - When cash • Provides a book valuation of outflow exceeds cash inflow inventory based solely: • Projects the cash needs of the firm • On the retailer’s cost of Dressing up Financial Statement merchandise including freight • Accrual accounting method • Limitations - It is difficult to: • Allotting, revenues and expenses to • Do daily inventories or even specific periods to: monthly inventories • Allocate income to the quarter • Cost out each sale or year in which it was • Allocate freight charges to each effectively earned item’s cost of goods sold • Provides a more accurate picture of • Used by retailers with big-ticket items what’s happening to the business at and a limited number of sales per day a given time • Retail method • Aggressive accounting methods • Values merchandise at current retail • Retailers make their statements look prices, which is then converted to good cost based on a formula • Methods to window dress • Basic steps accounting records • Calculation of the cost • LIFO liquidation complement • Improving the current ratio • Cost complement = Total • Current ratio: Current cost valuation/ Total retail assets divided by valuation current liabilities • Calculation of reductions from • Massage cash retail value • Convert short-term loans to • Conversion of the adjusted long-term loans retail book inventory to cost • Extend payment time • Closing inventory = Connecting the Retail Accounting Statements Adjusted retail X Cost complement book inventory • Advantages of the retail method over the cost method of inventory valuation: • Accounting statements can be drawn up at any time • Inventories need not be taken for preparation • Physical inventories using retail prices: • Are less subject to error Inventory Valuation • Can be completed in a shorter • Retailer must make two major decisions amount of time with regard to valuing inventory: • Provides an automatic, conservative valuation of ending inventory as well as inventory levels • Disadvantages of the retail method • Method of averages • Closing inventory is valued at the average relationship between cost and retail • Large retailers offer many different classifications and lines with different • Calculating BSM relationships • Average monthly sales for the season • Places a heavy burden on • Total planned sales for the bookkeeping activities season/Number of months in the Inventory Pricing Systems season • FIFO (first in, first out): Values inventory • Average stock for the season based on the assumption that: • Total planned sales for the • Oldest merchandise is sold before season/Estimated inventory the more recently purchased turnover rate for the season merchandise • Basic stock • LIFO (last in, first out): Values inventory • Average stock for the season – based on the assumption that: Average monthly sales for the • Most recently purchased season merchandise is sold first and the • Beginning-of-month stock at retail oldest merchandise is sold last • Basic stock + planned monthly sales • Advantage of the LIFO method: • The PVM is calculated as follows: • Results in lower profits on the - BOM stock = Average stock for season X income statement and lower income ½[1 + (Planned sales for the taxes month/Average monthly sales)] • Helps retailers in planning process • An absolute variation is simply the difference • Accurately reflects replacement between start (base value) and the new (final costs value) one. Eg. Base is12.37 and Final is 13.12, CHAPTER 9: MERCHANDISE BUYING AND the difference is .75. Compute (.75/ 12.37 HANDING (base) x 100 = 6.06 Major Steps in Merchandise Buying and Handling • The PVM is followed when stock is stable. • Merchandise management When stock does not change considerably, • Analysis, planning, acquisition, the plan and monthly inventories are closer to handling, and control of the monthly average. merchandise investments of a retail • Calculating WSM operation - Number of weeks to be stocked = Merchandise Planning Number of weeks in the period/Stock • Gross margin return on inventory turnover rate for the period • Gross margin divided by average - Average weekly sales = Estimated total inventory at cost sales for the period/Number of weeks in • It is the gross margin percent the period multiplied by net sales divided by - BOM stock = Average weekly sales X average inventory investment Number of weeks to be stocked • The SSM can be computed as follows: • Are sold to the same customer - Average BOM stock-to-sales ratio for the group season = Number of months in the • Fall within a given price range season/Desired inventory turnover rate • Category management Merchandise Control • Simultaneous management of: • The SSM can be computed as follows: • Price, shelf-space - Average BOM stock-to-sales ratio for the merchandising strategy, season = Number of months in the promotional efforts, and season/Desired inventory turnover rate other elements of the retail • Open-to-buy (OTB) mix • Dollar/Peso amount that a buyer can • Based on the firm’s goals, the spend on merchandise without: changing environment, and • Exceeding the planned consumer behavior dollar/peso stocks • Common buying errors • Buying merchandise that is priced either too high or too low for the store’s target market • Buying the wrong type of merchandise or buying merchandise that is too trendy • Having too much or too little basic Constraining Factors stock on hand • Dollar/Peso-merchandise constraints • Buying from too many vendors • Retailers try to overcome the • Failing to identify the season’s hot dollar/peso constraint by: items early • Shifting the expense of carrying • Failing to let the vendor assist the inventory back on the vendor buyer by adding new items or new • Consignment (pay from scan) colors to the existing mix • Vendor retains the ownership of • Planning stock levels is affected when: the goods • Sales for the previous month were • Vendor establishes the selling lower or higher than planned price which is paid when the • Reductions are higher or lower than goods are sold planned • Helps reduce risk for seasonal • Shipments of merchandise are products delayed in transit • Extra dating: Allows the retailer extra Inventory Planning or interest-free days before the period • Converting peso plan into inventory plan of payment begins • Optimal merchandise mix • Space constraints • Contrasting factors • It is important to have enough empty • Managing the inventory space to separate the distinct • Using the item file to manage merchandise lines inventory • Operation guides- Tell how much • Conflicts in stock planning space should be between each fixture, • Reviewing inventory performance rack, display, and so forth Optimal Merchandise Mix • Merchandise-turnover constraints • Merchandise line: Group of products that are closely related because they: • Are intended for the same end use • Retailer must know how various • Line review - Taking data and summarizing merchandise mixes will affect it to understand trends and fashion inventory turnover • To be successful, buyers need to have both • Market constraints creative and quantitative analysis • Affect decisions on variety, breadth, capabilities and depth Selection of Merchandising Sources • Have a profound effect on how the • Following criteria should be considered by consumer perceives the store the retailer Managing Inventory • Selling history and consumers’ • Decisions pertaining to: perception of the manufacturer’s or • When to order and reorder wholesaler’s reputation inventory • Reliability of delivery, trade terms, • Direct and indirect costs involved in and projected markup maintaining the inventory • Quality of merchandise and after- • Requires conducting physical audits sales service • Forecasting the factors that will drive • Transportation time and production and distribution costs distribution-center processing time Using the Item File to Manage Inventory • Inventory carrying cost and net cost • Requires the buyer make decisions • Country of origin and fashionability pertaining to: • How many items to create in the system • Linking new items to existing items, where required • Determining whether the item will be displayed: Vendor Negotiations • Everyday on permanent • Negotiation store fixtures or will be a • Finding mutually satisfying solutions special buy when the retailer and vendor have • Replenishment conflicting objectives • Buying or selling inventory • Types of discounts that can be • Affects the merchandise budget negotiated Conflicts in Stock Planning • Trade • Maintaining a strong in-stock position on • Quantity genuinely new items while: • Promotional • Avoiding new products that fail in • Seasonal the introductory stage • Cash • Maintaining an adequate stock of the basic • Trade discount (functional discount) popular items while: • Compensation for performing • Having sufficient inventory dollars to certain wholesaling or retailing capitalize on unforeseen services for the manufacturer opportunities • Quantity discount • Maintaining high inventory-turnover goals • Price reduction on purchase large while maintaining high gross-margin goals quantities of merchandise • Maintaining adequate selection for • Promotional discount customers while not confusing them • Provided for performing an • Maintaining space productivity and advertising or promotional service utilization while not congesting the store for the manufacturer Reviewing Inventory Performance • Seasonal discount In-Store Merchandise Handling • Provided for purchasing and taking delivery of merchandise in the off- season • Cash discount • Offered to the retailer for the prompt payment of bills • Quantity discount • Noncumulative quantity discount: Based on a single purchase • Cumulative quantity discount: • To minimize the threat of hijacking: Based on the total amount • Eliminate the retailer’s name from purchased over a period of time the side of containers carrying the • Free merchandise: Merchandise is cargo offered in lieu of price concessions • Install electronic monitoring devices • Cash discount on all shipment vehicles • Types of future-dating negotiation • Screen all internal transportation • End-of-month (EOM) dating personnel as well as third-party • Middle-of-month (MOM) logistics personnel in each market dating • Hire security personnel for each • Receipt of goods (ROG) shipment dating • Extra (EX) dating • Anticipation
Delivery Terms
Packaging • Packaging display method • Changes the cost • Is negotiated as part of the price
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