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1. Retailing, Wholesaling - gs.utcc.ac.thgs.utcc.ac.th/mk/0 57 Retail/Class/Ppt Retailing Stgy - Ps.pdf · PDF file2.1 ตวแทนขายั (Selling agent) ... (Rack Jobber)

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Text of 1. Retailing, Wholesaling - gs.utcc.ac.thgs.utcc.ac.th/mk/0 57 Retail/Class/Ppt Retailing Stgy -...

  • 1-2

    1. Retailing, Wholesaling2. Strategy & Strategic Management & Plan

    3. Trends in the next 10-20 yrs. 4. e-Commerce, Technology5. AEC, ASEAN, Global Retailing

    6. Cases7. Examples of Plan

    ...

  • 12

    3

    1.

    (Company, Corporate Level)

    2.,

    (Division, Strategic Business Unit Level)

    3., ,

    (Operation, Product, Function Level)

  • /

    1. (Retailing)

    2. (Wholesaling)

  • 16-7

    (Retailing, Retailer, Retail)

  • 16-8

    (Self-service retailers) :- Makro

    (Full-service retailers) :-

    Central, Zen, Paragon, The Mall, Robinson, Peninsula Plaza, Gaysorn, ..

    (Limited-service retailers):

    Big-C, Tesco, (Carefurre)

    Tops, Foodland, Max-Value

    HomePro, HomeWork IT-Mall, IT-City, Power-Buy, IKEA,

    7-11, Family Mart, 108 Shop,

  • 1. (Merchant middleman)

    1.1 (Wholesaler) (Merchant wholesaler)

    1.2 (Retailer)

    2. (Agent middleman)

    2.1 (Selling agent)

    2.2 (Manufactures agent Manufacturers representative)

    2.3 (Broker)

    2.4 (Commission merchant)

    2.5 (Auction company)

    3. (Physical distribution firm)

    4. (Marketing service agencies)

    5. (Financial institution)

  • (Department Store)

    (Superstore)

    (Supermarket)

    (Super Center)

    (Convenience Store)

    (Specialty Store)

    (Shopping Center)

  • 1 2

  • (Stores retailing)

    1. (Specialty store, Category Killer)

    2. (Department store)

    3. (Supermarket)

    4. (Convenience store)

    5. (Discount store, Off-price retailers)

    6. (Superstores, Super Center, Super Mall, ..)

    7. (Factory Outlet) :- Fly-Now,

    7. (Catalog showroom)

    9.

  • 2. (Non-store retailing)

    2.1 (Direct selling)

    2.2 (Direct marketing)

    2.3 (Catalog retailing)

    2.4 (Automatic vending machine)

    2.5 (Buying service)

    2.5.1 (Self-service retailing)

    2.5.2 (Self-selection retailing)

    2.5.3 (Limited-service retailing)

    2.5.4 (Full-service retailing)

  • 1 2

    3

    4

  • (Wholesaling)

    ...

    (Resell)

    ( )

  • .... - /

  • (Retailing functions)

    1.

    2.

    3. /

    4. /

    5.

    6.

    7. , , , ,

    , , , , ,

    8. ,

  • (Wholesaling functions)

    1. (Selling & Promoting)

    2. (Buying & Assortment Building)

    3 (Bulk breaking)

    4 (Warehousing) / (Transportation) / (Logistic)

    5 (Financing)

    7 (Risk Bearing)

    8 / (Marketing Information System)

    9. / (Management Service s/ Counseling)

    10. ,

  • 20

    11.

    (Logistics)

    / (Warehousing / Inventory)

    (Transportation)

    (Order Processing / IT)

    (Packaging)

    , (Insurance, Others)

    12.

    13. , , , ,

  • (Merchant Wholesalers)

    1.

    (Merchant Wholesalers)

    2.

    (Agent Wholesalers)

  • 1. (Full Services Wholesalers)

    1.

    (General Merchandise Wholesalers)

    2.

    (Limited Line Wholesalers

    3.

    (Specialty Line Wholesalers)

    , ,

    , ,

  • 2. (Limited Services Wholesalers)

    1.

    (Cash and carry Wholesalers)

    2.

    (Rack Jobber)

    3.

    (Drop Shippers)

    ,

    Makro

    ,

    , ,

    ,

    4.

    (Producers Cooperatives)

    ,

  • (Agent Wholesalers)

    1.

    (Selling Agent)

    2.

    (Broker)

    3.

    (Action)

    ,

    %

  • 3

    1 (Merchant wholesaler)

    2 (Agent middleman)

    3 /

    (Manufacturer's Sales Branches & Offices)

  • 3

    1 ()

    2 ()

    3 ()

    ... , ,

  • 1-27

    2. ,

    / /

    /

  • ....

    () (Modern Trade)

  • 1-30

    (Strategy) + (Management)

    ... , ,

    (3 Cs : Competitors, Customers, Company)

  • (Strategy) ...

    /// /

    ... /(/)

    ... (3-10 ) ( 1 )

  • 1-32

    ?

    ......

    .. 1. /

    .. /1. /

    2.

    3.

    4. //

    5. /

  • 16-33

    /

    / / (C: Company)

    (C: Customers)

    (C: Competitors)

    , , , ..

  • 1. (Company / Corporate Strategy)

    2. / (Business Unit / Division Strategy)

    3. / (Functional Strategy)*****

    4. / (Mixed Strategy)

    /

  • 123

    (Company, Corporate Level)

    ,

    (Strategic Division, Business Unit Level)

    ,

    (Product, Functional Level)

  • 1-36

    / (Management Process)

    1. (Analysis) .

    2. (Planning & Strategy).

    3. (Implementing).

    4. (Controlling, Evaluation, Feedback)

    APIC..

  • 1. (Environment Analysis) Environment Factors

    .. +

    ... +

    / /

    /

  • 1-38

    1. (Environment Analysis)..

    .. +

    1. Macro = PEST-DG ..

    Political (), Legal, Economics, Social & Culture,

    Technology, Demographic, Global Factors

    + -

    2. Micro = 3 Cs + SMP ..

    Customers, Competitors, Company

    Suppliers, Middlemen, Publics, Value Networks

    / + -

    / /

    /

  • 2. ,

    (Planning & Strategy Strtegic Formulation)

    / /

    /

    2.1.

    (Corporate Strategy)

    2.2.

    (Business Unit Strategy)

    2.3.

    (Functional Strategy)

  • - Growth Stg. -

    - Stability Stg. - ,

    - Retrench/ Divest Stg. -

    - Mixed & Combined Stg. -

    - Others - , , ...

    2.1.

    (Corporate Strategy)

    / /

    / 2. ,

    (Planning & Strategy Strategic Formulation)

  • 1-41

    2.1.

    (Corporate Strategy)

    (Alliances / Networking Strategy)

    ..

    Product, Promotion, Pricing, R&D, Logistics,

    / /

    / 2. ,

    (Planning & Strategy Strategic Formulation)

  • 1-42

    2.1.

    (Corporate Strategy)

    /

    (Merge & Acquisition : M&A)

    ( Carefurre, AM-PM)

    / /

    / 2. ,

    (Planning & Strategy Strategic Formulation)

  • 1-43

    2.1.

    (Corporate Strategy)

    ( / )

    (Globalization / Expansion / Growth)

    / / .

    / /

    / 2. ,

    (Planning & Strategy Strategic Formulation)

  • 1-44

    2.1.

    (Corporate Strategy)

    (Blue-Ocean Strategy)

    = Diversification Strategy

    /

    : New Products (Value)

    : New Market (Customers)

    / /

    / 2. ,

    (Planning & Strategy Strategic Formulation)

  • 1-45

    2.1.

    (Corporate Strategy)

    Ansoffs Product-Market Expansion Grid

    / /

    / 2. ,

    (Planning & Strategy Strategic Formulation)

  • 1-46

    2. ,

    (Planning & Strategy Strategic Formulation)

    1. Differentiation Stg. -

    2. Cost-Leadership Stg. -

    3. Focused Stg. - ()

    Niche Stg. -

    4. Economy of Scale / Speed Stg. - ,

    5. Hi-Technology with ICT Stg. - ICT

    6. Mixed / Combined Stg. -

    2.2.

    (Business Unit Strategy)

    / /

    /

  • 1-47

    2. ,

    (Planning & Strategy)

    1. Marketing Stg. -

    2. Finance Stg. -

    3. Manufacturing/Operation Stg. -

    4. Human Resource / Organization Stg. -

    5. Logistics Stg. -

    6. Hi-Quality Stg.

    7. R & D Stg. -

    8. Mixed & Combined Stg. ...

    2.3. /

    (Functional Strategy)

    / /

    /

  • (STP Strategy)

    - (S: Segmentation)

    - , (T: Target market)

    - , , (P: Positioning / Differentiation)

    - (Retail Mkt. Mix Strategy)

  • 1-49

    2. ,

    Retail Marketing-Mix Stg.

    1. Product: , , ,

    2. Price: , ,

    3. Place: , , ,

    4. Promotion: - , Event Mkt,

    5. People - , ,

    6. Process - , IT/MIS, Logistics,

    7. Physical Evidence - , , .

    8. CRM - / (Customer Relationship Mng.)

    9. Branding - / /

    10. Quick Responses - ()

    / /

    /

  • 16-50

  • 1-75

    3. ,

    (Implementation)

    Action Plan / Action Program

    Balanced Scorecard ()

    Organization /

    Staffing

    Leading

    Coordination

    Teamwork

    Marketing Plan

    Action Plan

    Organization

    Staffing

    Leading

    Coordination

    Teamwork

    / /

    /

  • 1-76

    4. ,

    (Evaluation & Control)

    Financial Control. -

    Non-financial Control -

    Customer & Market Control - ,

    Strategy Control -

    Management Control -

    Risk Control -

    Balanced Scorecard -

    Finance

    Non-Finance

    Customer

    Strategy

    Management

    Risk

    / /

    /

  • 1-78

    2. ,

    Retail Marketing-Mix Stg.

    1. Product: , , ,

    2. Price: , ,

    3. Place: , , ,

    4. Promotion: - , Event Mkt,

    5. People - , ,

    6. Process - , IT/MIS, Logistics,

    7. Physical Evidence - , , .

    8. CRM - / (Customer Relationship Mng.)

    9. Brandin

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