Abstract

To run a business in any country we need to recognize so many things such as The Economy of
the country, market needs or wants by consumers, competitors as well etc. New Zealand is a
small country with 4.4 million of population. New Zealand is a good for export and import
business. So many countries are running business in New Zealand like Australia, China, India
and many more. YikeBike is a New Zealand brand, and this company export Yikebike in so
many countries like Canada, U.S.A etc, Fonterra is the another company of New Zealand which
export their Dairy products in Australia and many more.
To run a business in any country Marketing, Branding (Retail Management) is so important to
create the awareness in consumers mind. Retail Management is the important factor to run a
business because it will help you to promote the business and create awareness in consumers
mind. With the help of Retail Management you can easily recognize the consumers needs and
provide satisfaction by providing the accurate product or services to them.














Introduction
Retail is the sale of goods and services from individuals or businesses to the end-user. Retail
management includes so many operations such as branding, marketing, door to door services.
Retailing business can be done by a fixed place like shops in the shopping plazas and via
internet. Today is 21
st
century; nowadays people can purchase or sell their product via internet.
Retail management includes all the steps required to bring the customers into the store and fulfill
their buying needs. Retail management, whether in a small or large business, refers to the actions
of managerial staff in a retail setting.
In retail, a retail manager is the person who is responsible for the day-to-day operations ( or
managements) of a retail store. All employees working in the store report to the retail manager
and store manager reports to a district or general manager.
Company
The Best of Golf New Zealand is the brand name for the New Zealand Golf Tourism marketing
Network. This marketing collective is made up of the top resort courses in the country, as well as
a secondary level of associate membership for other supporting businesses. These included NZ
based golf specialist tourism operators, in-market wholesalers, accommodation providers, golf
industry and tourism organizations.
The group began in 2002 with support from the NZ Government with the objectives of
marketing New Zealand as a desirable destination for international golf travelers. The network
represents the New Zealand golf tourism industry and is supported by national agencies Tourism
New Zealand and New Zealand Golf.
New Zealand golf home is dividing into two parts- North Island and South Island. North Island
consist Carrington Resort, Kauri Cliffs, Gulf Harbour, Lakes resort Pauanui,Kinloch,Wairakei,
Cape Kidnappers, Paraparaumu Beach and South Island consist Clearwater Resort, Terrace
Downs, Pegasus,Millbrook,Jacks Point, The Hills.
Gulf Harbour


Spectacular finishing holes, ocean views, rolling terrain and classic, traditional values. All
combine to make the Gulf Harbour Country Club one of the most exciting golfing experiences in
New Zealand.
The Gulf Harbour Auckland golf course is the only one in New Zealand designed by the
esteemed American designer Robert Trent Jones Jr. The course was the site of the 1998 World
Cup of Golf, it hosted the 2005 and 2006 NZ Open's and was the home course of Michael
Campbell, Winner of the 2005 US Open.
This 6,400 metre, par 72 golf course is located at Gulf Harbour on the Whangaparaoa Peninsula,
just north of Auckland. It meanders through native grasses and vegetation and has a natural look
and feel from start to finish.
Four sets of tees assure playability for every calibre of golfer, from beginners to professionals.
Like all great courses, Gulf Harbour tantalises players with a variety of exciting holes. Several
feature risk and reward opportunities, and none are tricked-up or artificial.
The front nine is slightly hillier and has an open feeling, while the back nine wanders towards the
ocean and culminates with some of the most scenic holes anywhere. Comparisons have already
been made to Pebble Beach Golf Links.
One of the most interesting holes on the course is the 300 metre par 4 seventh. This short dogleg
is flanked by a lake on the right and tempts long hitters to go for the green. Those who get too
greedy will pay the price on this intriguing little hole, sure to become one of the most talked
about on the course.
The four finishing holes will increase the heartbeat of every golfer. The 160 metre 15th is a par 3
toward the ocean, with the water as a backdrop
The 405 metre 16th is a classic par 4 bordering cliffs. The second shot flirts with the rock cliffs
and requires nerve as well as talent. The par 5 17th stretches 505 meters along the ocean, and the
gorgeous views can be distracting to the eye. The final hole is a 390 meter par 4 which turns
inland toward the clubhouse.
Further development will see the creation of a luxury resort comprising conference facilities and
an array of premium recreational pursuits including spa, tennis, sailing, deep sea fishing and
bush trails. It will also include a High Performance Golf Academy with outstanding practice
facilities and involve modifications to the current golf course to create a venue of the highest
international standing.
As an Investor: I am a new investor for Golf House in New Zealand, Auckland City especially
for Asian population. For running a Golf House business, I will prefer Manurewa Area of South
Auckland. The reason behind is this most of the population is Asian over there. People over there
are of standard class.
To create awareness for Golf House I will prefer some kind of strategies like Branding,
promoting. With the help of Brand Name of Golf house as Asian or Indian Golf house which
can attract the customers by the name of it.
I will promote the Asian Golf house through advertisements via T.V, Radio, Social Networking,
boardings etc. we can also promote Asian Golf House by providing special discount offers on
tickets so they can visit and enjoy the Asian Golf house.
http://www.bestofgolfnewzealand.com/golf/gulf-harbour/

1. MCKINSEYS 7 S
The McKinsey 7S framework is a management developed by well-known business consultants
Robert H. Waterman, Jr. and Tom Peters in the 1980s. The 7S are structure, strategy, systems,
skills, style, staff and shared values. This model is most often used as a tool to assess and
monitor changes in the internal situation of an organization. Whatever the type of change-
restructuring, new processes, organizational merger, new systems, change of leadership, and so
on-the model can be used to understand how the organizational elements are interrelated, and so
ensure that the wider impact of changes made in one area is taken into consideration.












Strategy
Structure
Systems
Staff
Style
Skills
Super-ordinate
Goals (Shared
Values)

1. Strategy strategy means how to achieve the goal.
2. Structure- business needs to be organized in a specific form of shape that is generally
referred to as organizational structure.
3. System- every organization has some systems or internal processes to support and
implement the strategy.
4. Skills- can be people, management practice, system and or technology.
5. Style- all organizations have their distinct culture and management style. It includes the
dominant values, beliefs and norms.
6. Shared value- all members of the organization share some common fundamental ideas.
7. Staff- organizations are made up of humans and its the people who make the real
difference to the success of the organization in the increasingly knowledge-based society.
http://university-essays.tripod.com/mckinsey_7s_framework.html
a) Independent Retailer: Independent retailer is those retailers who build their business from
the starting point means from ground level whether it is small or large. Independent
retailer may hire the staff, consultant to manage the business and run other activities.

http://retail.about.com/od/startingaretailbusiness/p/independent.htm

b) Co-operatives Retailer: Co-operative Retailer which employs economies of scale on
behalf of its retailer members. Retailers cooperatives use their purchasing power to
acquire discounts from manufacturers and often share expenses. It is common for locally
owned grocery stores, hardware stores and pharmacies to participate in retailers
cooperatives.

http://en.wikipedia.org/wiki/Retailers%27_cooperative

c) Department store: is a retail establishment with a building open to the public, offering a
wide range of consumer goods. It typically allows shoppers to choose between multiple
merchandise lines, at variable price points, in different product categories known as
department.
Department stores usually sell products including clothing, furniture, home appliances,
toys, cosmetics, gardening, toiletries, sporting goods, paint and hardware and additionally
select other lines of products such as food, books, jewelry, electronics, stationery,
photographic equipment, baby needs and pet supplies.

http://en.wikipedia.org/wiki/Department_store

d) Mail order: mail order is a term which describes the buying of goods or services by mail
delivery. The buyer places an order for the desired products with the merchant through
some remote method such as through a telephone call or web site. Then, the products are
delivered to the customers. The products are typically delivered directly to an address
supplied by the customer, such as a home address, but occasionally the orders are
delivered to a nearby retail location for the customer to pick up.
http://en.wikipedia.org/wiki/Mail_order
As an investor I will prefer department store ownership model to start Asian Golf house at
Manurewa. I have chosen Manurewa because it is a suburb of mixed people. So many Asian
people are lived over there. It is near to Takanini, Papatoetoe as well where Asian
community lives so people can easily come for their entertainment easily. Buses transport
system is also available in these areas. We have so many facilities at Manurewa and its
nearby area as well. We have Indian Grocery Stores, Shopping Malls in these areas.
Moreover Asian people are free specially aged people but they are fit so I think they can play
and entertain their selves by playing Golf. From these areas, I know I can make good profits
because these areas are covered by Asian people. Most of them are free on weekends so they
can come anytime there and enjoy the Kiwi Lifestyle by playing Golf.
Asian people will enjoy this because I will provide leisure activities. I will provide gym
facility to them where they can exercise. I will hire skilled and professional staff for them
which will provide training. I will use the electronic equipments from where I can access all
the information of my customers or staff members. I will provide special offers like vouchers
to my Asian Golf House members in a month and organize new events for them where they
can enjoy and have fun with their family members. I will provide online facility to my
customers where they can register their self for the Golf events.

For retailing, a good store location is very important. I will make Asian Golf House near to
market or shopping malls where people can easily make approach for it.

1. Neighborhood: it is a method of selection local communities. We can develop our
business by good neighborhood. It is not legal or important but for the awareness its
good to run a business. As I already mention the nearby suburb areas like Papatoetoe and
takanini from where I can attract the customers towards my Asian Golf House in this
situation Neighborhood is very much important. To start a business whether it is small or
big initial step is always tough or hard. But if the Neighborhood is well developed and
supportive then every business can run smoothly.
2. Shopping malls:
3. Home shopping: Home shopping is in fashion. Through home shopping, people can place
their order from homes. They have to go to the website and make an order. Nowadays
technology plays an important role. For my Asian Golf House I will make a website as
well where people can register and can contact me if they have any kind of query. To
promote my new business of Asian Golf House I will do advertisement on television,
radio, flyers, newspapers etc. The best option for the promotion is Sikh temple where I
can advertise about my Asian Golf House because on every Sunday Asian people prefer
to go over there.

4. Internet: Internet or social networkings are very helpful for advertisement of every
business. I will provide website facility to everyone where I can sell the products to my
customers.
Ans 3. As I am running an Asian Golf House at Manurewa so merchandising factors are very
important for the business.
Product range- width, depth:- a set of different size of the same product that appeals in
different market division. In will provide different type of golf sticks or golf hockeys.
Product display and point of sale- In my golf, I will organize all the products in a store
area where people can easily find them. I will also provide professional and well
mannered staff to help them and which will provide training to them regarding the
equipments and how they have to use.
Promotion- promotion is a method through which I can create awareness about Asian
Golf House. I can promote it by many ways, by providing advertisements on television,
internet, radio ,flyers etc. I can also provide some special discount offer to my customers
which will help me to get more sales because word of mouth is important in these days to
run a business.


Conclusion: Retail management will always help in the development of business if we
apply the right policy at the right time. Retail management is beneficial whether you are
running small or big business. in every business we have to organize the things according
to our customer\s needs or wants.