1 Situational analysis Τύποι και Μορφές Ανταγωνισμού

2 The Situational Analysis – Ανάλυση παρούσας κατάστασης Δίνει την συνολική εικόνα της επιχείρησης Περιλαμβάνει:  Company analysis  Product/service history  Competitive analysis  Geographical considerations  Consumer analysis  SWOT analysis

3 Company Analysis περιλαμβάνει  Company mission and vision  Sales and profit figures  Risk position (risk oriented or more conservative)  Corporate (or organizational) resources, including, but not limited to, financial, technological, and human  Aggressiveness  Market share  Sales trends  Industry characteristics

4 Product History and Analysis Product/service (ιστορία)  Current problems facing the product, brand, or service  Past retail successes or failures  Past years' budgets  Past to present media spending

5 Product History and Analysis Αξιολόγηση προϊόντος  Ποιότητα προϊόντος ή υπηρεσίας  Διαφοροποίηση  Χαρακτηριστικά του “total product”  Product history/additions/deletions

6 Types of Retail Institutions Κατηγοριοποίηση επιχειρήσεων λιανικής Types of classification methods  Ownership - ιδιοκτησία  Strategy  Channel  Nontraditional retailers (μη παραδοσιακά καταστήματα)

7 Κατηγοριοποίηση με βάση την ιδιοκτησία Independent retailer- one that operates as a single establishment Chain- one that operates multiple (more than one) retail store Franchise- a contractual agreement between a franchisor and a franchisee that allows the franchise to operate a retail establishment using the name (usually) and the franchisor’s operating methods Cooperative- a situation where individual retailers, wholesalers, or consumers join together in a retail venture

8 Independents Advantages Quick response to customers Involvement in the community Lower retail expenses More opportunities to build customer relationships Disadvantages Hard to take advantage of economies of scale Lower levels of expertise in functional areas Smaller number of employees

9 Independents (cont’d) To compete with larger retailers independents should: Improve merchandising Revive marketing practices Provide outstanding service to customers Treat the customer right Improve the efficiency of business Implement changes Develop strategic clarity

10 Chain Stores Ο μεγαλύτερος όγκος των πωλήσεων λιανικής γίνεται από τις αλυσίδες. Many chain stores are divisions of larger companies, for example, Marinopoulos Corporation owns:  Notos Galleries, department stores  Beauty Shop drugstores

11 Chain Stores Advantages Cost reductions through economies of scale Use information technology more Human resource capabilities to hire best and brightest Disadvantages Higher costs Slower to respond to environmental changes Harder to tailor products to different geographical areas

12 Franchises Advantages  Smaller capital outlay required  Established brand names  Economies of scale achieved  Training provided by franchisor on many functional areas Types  Product franchising- the franchisee agrees to sell the franchisor’s products or services

13 Types of Franchises (cont’d) Business franchising- there is a great deal of interaction between the franchisor and the franchisee; the franchisor agrees to support all of the business functions while listening to the wants and needs of its franchisees Trademark franchising- the franchisee acquires the franchisor’s identity and utilizes the trademarks developed by the franchisor

14 Cooperatives Overcome many disadvantages of smaller retailers Types  Retail-sponsored co-ops: several retailers band together  Wholesaler-sponsored co-ops: group developed by wholesalers

15 Classification by Strategy General merchandise retailers  Department stores  Discount stores  Specialty stores

16 Classification by Strategy (cont’d) Food retailers  Conventional supermarkets  Superstores  Hypermarkets  Warehouse clubs and stores  Convenience stores

17 Department Stores Carry a wide breadth and depth of products Offer more customer service than general merchandisers Organized by departments (junior, menswear, shoes) Use more IMC than other retailers (radio, newspapers, television, direct mail, etc) Increase competition from specialty retailers and discounters

18 Discount Stores Limited customer service Lower prices than department stores Merchandise viewed as less fashionable Focus on high-volume, low-cost products Largest discount stores  Wal-Mart  Target  Kmart

19 Specialty Retailers Carry a limited number of products within one or a few lines Use market segmentation strategy instead of mass marketing Customer service levels typically high Emergence of category killers

20 Food Retailers Many food retailers carry merchandise outside traditional lines in order to remain competitive Results in “blurring” of retail channels Trend is to offer one-stop convenience  Delicatessen  Greeting cards  Floral departments  In-store banks  In-store pharmacies  Child care

21 Conventional Supermarkets Self-service food store that generates 2 million Euro/year or more Typically carry grocery, meat, and fresh produce Carry very little general merchandise Rely on high inventory turnover

22 Superstores Food-based retailers Larger than traditional supermarket Carry expanded services  Delicatessen, bakery, seafood, nonfoods Range from 20,000 square m to 150,000 square m

23 Combination Stores Combine food items with nonfood items One-stop shopping experience Common check-out area for both nonfood items and food items Typically 100,000+ square m

24 Hypermarkets More than 40 percent of sales come from non-food items Customers willing to drive further to shop at a super center Wal-Mart leads the category

25 Warehouse Clubs and Stores Lower prices and lower number of services Cater to small to midsize businesses in addition to final consumer Typically located in lower-rent areas of cities Very little merchandizing Often charge yearly membership fees Carry few perishable items

26 Sam’s Club

27 Convenience Stores Carry very limited assortment of products Housed in small facilities Major sellers are cigarettes (25% of sales) and non-alcoholic beverages (15% of sales) Strategy is to intercept consumers between their home and work Higher prices than other formats

28 Classification by Channel Brick – παραδοσιακό κατάστημα που λειτουργεί σε φυσική τοποθεσία Nonstore retailers- επιχείρηση λιανικής που εμπορεύεται προϊόντα με μη παραδοσιακό τρόπο Bricks-and-clicks- συνδυασμός παραδοσιακού καταστήματος και ηλεκτρονικής μορφής

29 Nontraditional Retailers Direct Marketing – άμεση επικοινωνία με τον πελάτη με στόχο την άμεση ανταπόκριση του Direct Selling – πωλήσεις με προσωπική πώληση Vending Machines – πωλήσεις με μηχανήματα αυτόματης πώλησης E-tailing – πωλήσεις μέσω Internet

30 E-tailing Advantages Ease of bringing buyers and sellers together Increases a company’s trading area Convenient for consumers Can help reduce inventory carrying costs Disadvantages Perceived lack of privacy and security Difficulties in creating customer friendly sites Competition from other formats

31 Competitive Analysis Είδη ανταγωνισμού  Intratype- επιχειρήσεις που ανταγωνίζονται για τους ίδιους πελάτες  Intertype- διαφορετικοί τύποι επιχειρήσεων που ανταγωνίζονται για τις ίδιες κατηγορίες προϊόντων

32 Economic Situations Pure competition (πλήρης ανταγωνισμός)  Market in which there are many different buyers and sellers Monopoly (μονοπώλιο)  Market in which there is only one retailer selling a specific good or service Monopolistic competition (μονοπωλιακός ανταγωνισμός)  Market in which there is limited competition from other retailers Oligopolistic competition (ολιγοπώλιο)  A market with a few sellers of similar products where one company emerges as market leader