Chapter 8 Information Gathering and Processing in Retailing BUS 325 Business Retail Section 2 Lecturer: Mr. Samnang Kong Group 1: Aliya Chan Bunping Te Ou Sokpanha Lay Suonleang Hel
Venchheang
TABLE OF CONTENTS 0 1 0 2 0 3
OVERVIEW INFORMATION FLOW IN RETAIL DISTRIBUTION CHANNEL AVOIDING RETAIL STRATEGIES BASED ON INADEQUATE INFORMATION
0 4
THE RETAIL INFORMATION SYSTEM
0 5
THE MARKETING RESEARCH PROCESS
0 1
OVERVI EW
0 2 INFORMATION FLOW IN RETAIL DISTRIBUTION CHANNEL
0 3 AVOIDING RETAIL STRATEGIES BASED ON INADEQUATE INFORMATION
THE 0 4 RETAIL INFORMAT ION SYSTEM
THE 0 5 MARKETIN G RESEARCH PROCESS
MARKETING RESERACH PROCESS Marketing Research in Retailing entails the collection and analysis of information relating to specific issues or problems facing a retailer.
Define issue to be research
Examine secondary data
Generate primary data
Analyze data
Make recommend a-tions
Implement findings
SECONDARY DATA ADVANTAGES
DISADVANTAG ES
o
Data assembly is inexpensive
o
Data can be gathered quickly
o
Many several sources of data
o
Data may be incomplete
o
Data is usually quite
o
Information may be dated
creditable
o
Data may not accurate
Help retailers define issue
o
Some sources use poor data
o
more specifically
o
Available data may not suit purpose
collection method
EXTERNAL SECONDARY DATA
INTERNAL SECONDARY DATA It is available within company from data bank of a retail information system. o o o
It is available from sources outside the firm such as online databases. o
Government Agencies
o
Nongovernment Sources
o
Regular Periodicals
o
Many Firms Publish
Sale & Profit-and-Loss
Documents
Reports
o
Channel Partners
Customer Billing Reports
o
Commercial Research Houses
PRIMARY DATA ADVANTAGES o Fit the retailer’s specific purpose
DISADVANTAG ES o
o Information is current o Designed for the issue being studied
data o
More time-consuming
o
Some information can’t be
o The source is known and controlled o No conflicting data from different sources o The only alternative when
More expensive than secondary
obtain o
Perspective may be limited
o
May face irrelevant information
SOURCES
0 1
0 2
0 3
Determine who collects the data
Choose a sampling method o probability (random) sample o nonprobability sample
o Survey o Observati on o Experimen t o Simulation
SURVEY With a survey, information is systematically gathered from respondents by communicating with them.
OBSERVATION The form of research in which present behavior or the results of past behavior are noted and recorded.
EXPERIMENT o It is a type of research in which one or more elements of a retail strategy mix are manipulated under controlled conditions. o It may use survey or observation techniques to record data.
SIMULATION It is a type of experiment whereby a computer program is used to manipulate the elements of a retail strategy mix
01
Those based on mathematical
02
Those involving “virtual reality�.
models
TABLE OF CONTENTS 0 1
0 2
0 3
BUSINESS OVERVIEW
MARKET ANALYSIS
MARKETING PLAN
0 4
0 5
MANAGEMENT PLAN
OPERATING PLAN
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TABLE OF CONTENTS 0 1
0 2
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BUSINESS OVERVIEW Here you could
MARKET ANALYSIS Here you could
MARKETING PLAN
describe the topic of the section
describe the topic of the section
Here you could describe the topic of the section
0 4
0 5
0 6
MANAGEMENT PLAN Here you could
OPERATING PLAN
FINANCIAL PLAN
Here you could describe the topic of the section
Here you could describe the topic of the section
describe the topic of the section
MISSION HereSTATEMENT you could describe the company’s mission. A clear message is a good way to get down to business
OUR COMPANY Mercury is the closest planet to the Sun and the smallest one in the Solar System
CAR WASH SINCE 2020
Saturn is a gas giant and has several rings. It’s composed mostly of hydrogen and helium
0 1 BUSINE
SS OVERVI EW
You could enter a subtitle here if you need it
MARKET TRENDS Mercury is the closest planet to the Sun and the smallest one in the Solar System—it’s only a bit larger than the Moon Mars Saturn To modify this graph, click on it, follow the link, change the data and paste the resulting graph here
PROBLEM VS. SOLUTION
PROBLEM
SOLUTION
Mercury is the closest planet to the Sun and the smallest one in the Solar System—it’s only a bit larger than the Moon
Venus has a beautiful name and is the second planet from the Sun. It’s terribly hot and its atmosphere is poisonous
COMPETITORS
0 1
0 2
0 3
MARS
JUPITER
SATURN
Despite being red, Mars is actually a cold place full of iron oxide dust
It’s a gas giant and the biggest planet in the Solar System
Saturn is a gas giant, composed mostly of hydrogen and helium
THEM
US
Mercury is the closest planet to the Sun and also the smallest one in the Solar System
Jupiter is the biggest planet of them all and the fourthbrightest object in the sky
COMPARISON
OUR COMPANY
MAIN COMPETITOR
Neptune is the farthest planet from the Sun and the fourthlargest by diameter in the Solar System
Venus has a beautiful name and is the second planet from the Sun. It’s terribly hot and its atmosphere is poisonous
● Many branches already established ● Low price point ● After-sale service
● Several branches ● Relatively high price point ● No after-sale service
0 2
MARKET ANALYSI S You could enter a subtitle here if you need it
TARGET GENDER 45%
$50,00 0
55% Men
Average spend per customer
Women
PRODUCT SALES A B
25+ Y/O
18-24 Y/O
MARKET SIZE
JUPITER It’s a gas giant and the biggest planet in the Solar System
55%
SATURN Saturn is a gas giant, composed mostly of hydrogen and helium
40%
MERCURY
5%
It’s the closest planet to the Sun and the smallest one
MARKET SHARE COMPETITOR Saturn is a gas giant, composed mostly of hydrogen and helium
OUR COMPANY Jupiter is a gas giant and also the biggest planet in the Solar System
To modify this graph, click on it, follow the link, change the data and paste the resulting graph here
COMPETITION ANALYSIS Jupiter Are the closest planets to the Sun Are the smallest planets in the Solar System Is the biggest planet in the Solar System Was named after the Roman messenger god
Mercury
Venus
Mars
0 3
SALES AND MARKETING PLAN You could enter a subtitle here if you need it
OUR SERVICES MERCURY
VENUS
MARS
Mercury is the closest planet to the Sun
Venus is the second planet from the Sun
Despite being red, Mars is actually a cold place
JUPITER
SATURN
NEPTUNE
It’s the biggest planet in the Solar System
Saturn is composed of hydrogen and helium
Neptune is the farthest planet from the Sun
BREAK-EVEN ANALYSIS HIGH PROFIT PROFIT B.E.P LOSS Mars is BIG LOSS actually a Mercury is the cold place smallest planet
Mars is actually a cold place
Saturn has several rings
Earth is where we all live on
OUR PLANS BASIC
STANDARD
PREMIUM
$19.99
$25.99
$30.99
● Service 1 ● Service 2 ● Service 3
● Service 1 ● Service 2 ● Service 3
● Service 1 ● Service 2 ● Service 3
SALES AND DISTRIBUTION CHANNEL 1 Despite being red, Mars is actually a cold place full of iron oxide dust
CHANNEL 2 Jupiter is a gas giant and the biggest planet of them all
CHANNEL 3 Saturn is a gas giant, composed mostly of hydrogen and helium
A PICTURE ALWAYS REINFORCES THE CONCEPT Images reveal large amounts of data, so remember: use an image instead of long texts
ADVERTISING AND PROMOTION 01
02
ADVERTISING
PUBLIC RELATIONS Venus is the second
Mercury is the closest planet to the Sun
planet from the Sun
03
04
ONLINE
DIRECT SALE
Despite being red, Mars is actually a cold place
Saturn is composed of hydrogen and helium
0 4 MANAGE
MENT PLAN You could enter a subtitle here if you need it
OUR TEAM
LAURA DOE You can replace the image on the screen with your own
ALBERT CLIFFORD
You can replace the image on the screen with your own
JOEY PATTERSON
You can replace the image on the screen with your own
ORGANIZATIONAL CHART CE O
Operator
Team A
Team B
Marketing
Team C
Team A
Team B
OUR PARTNERS MERCURY Mercury is the closest planet to the Sun
VENUS Venus is the second planet from the Sun
MARS Despite being red, Mars is actually a cold place
A B C
D E F
JUPITER It’s the biggest planet in the Solar System
SATURN Saturn is composed of hydrogen and helium
NEPTUNE Neptune is the farthest planet from the Sun
OUR EXPANSION SATURN Saturn is a gas giant, composed mostly of hydrogen and helium
JUPITER It’s a gas giant and the biggest planet in the Solar System
Mercury is only a bit larger than the Moon. The planet’s name has nothing to do with the liquid metal
0 5 OPERATI
NG PLAN You could enter a subtitle here if you need it
OUR PROCESS
DAY 01
DAY 02
DAY 03
DAY 04
VENUS
MERCURY
MARS
JUPITER
Venus is the second planet from the Sun
Mercury is the closest planet to the Sun
Mars is actually a cold place full of iron oxide dust
Jupiter is the biggest planet in the Solar System
0 6
FINANCI AL PLAN You could enter a subtitle here if you need it
PREDICTED GROW VENUS Venus is the second planet from the Sun
MERCURY Mercury is the closest planet to the Sun
MARS Mars is a cold place full of iron oxide dust
JUPITER Jupiter is the biggest planet of them all
BALANCE SHEET
1M
300 K
700 K
ASSETS
LIABILITIES
EQUITY
What the main company owns
What the main company owes
Difference between both quantities
498,300,0 00 Big numbers catch your audience’s attention easily
MOBILE WEB You can replace the image on the screen with your own work. Just delete this one, add yours and send it to the back
JUPITER It’s the biggest planet in the Solar System
SATURN Saturn is composed of hydrogen and helium
NEPTUNE Neptune is the farthest planet from the Sun
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