Running Head: RETAIL MANAGEMENT & MARKETING

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RETAIL MANAGEMENT & MARKETING

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Table of Contents
Answer 1.....................................................................................................................................................2
Strategic trust options..............................................................................................................................2
Answer 2.....................................................................................................................................................3
Decision making procedure.....................................................................................................................3
Answer 3.....................................................................................................................................................4
Own brand development strategy............................................................................................................4
Answer 4.....................................................................................................................................................6
Challenges for retail buyers.....................................................................................................................6
Comparison.............................................................................................................................................7
References...................................................................................................................................................8
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Answer 1

Strategic trust options

Strategic thrust options are known as the high level initiatives which arise from the strategic
level vision as well as serve to support the plan of action to some overarching objectives.
Strategic thrust is recognized as the approach for link the approach as well as IT pioneered
through the Wiseman, Rackoff and Ulrich within the 1985. Applications of the software as well
as computer become powerful as well as affordable in 80s and 90s due to competition (García
Prado, and Cortez, 2012).

Strategic trust options present that objectives should be within the terms of that products to sell
in that markets. Business future directions present the strategic thrust options. It is effective
process as developed and applied the procedure of six phases planning for identify as well as
analyze the strategic trust options. For example, strategic trust options are effective as support to
win the upper management support and gain the competitive level advantages (Kaushal, and
Nema, 2013).

This is also known as the conceptual approach which views the enterprises customers, rivals, and
suppliers as strategic targets of strategic thrusts. These are differentiation, cost, innovation,
innovation, growth, and alliance. For example, strategic thrust options are main moves at
competitive level that can be defensive or offensive which created through the organization,
concentrating at one or more number of strategic targets (Lönnqvist, et al., 2013).

It recommends the Strategic IT planning procedures that includes presentation of tutorial on the
competitive level strategy as well as strategic level information system, application of the
strategic information systems to real cases, review the organizations competitive level position,
brainstorm regarding opportunities of strategic information system within the groups, discussion
of the strategic information system with clarification, and analysis of strategic information
system opportunities such as proposals of rate as well as rank (Jiang, and Gao, 2019).
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Answer 2

Decision making procedure

Customer decision making process is known as the procedure that used through the customer
regarding selection of the accurate products in many number of alternatives. For example, an
individual went to retail level store for purchase the laptop. Management in stores presented all
kinds of laptop models with the few negotiations. Individual selected the one laptop. In this
example individual is customers as well as products is laptop that individual wanted to buy for
end use. Individual required a laptop. This present the requirement of individual to purchase the
laptop that took him to outlet (Wolny, and Charoensuksai, 2014). Requirement of purchase the
laptop can be because of the many reasons. These can be for purpose of gift, begin the own
business, and many more. Following discussion will cover the important steps in that a buyer
goes to satisfy the requirement.

 Problem recognition

First stage of customer’s decision making procedure presents the requirement regarding products
or service. Recognition of the requirement whether prompted at internal level or external level,
results within the similar response: as desire. Once users recognize the desire then require to
collect information for understand the procedure to fill the wish. Internal level stimulus involves
the basic level impulses such as change within the lifestyle. It is important for the organization to
focus on the efforts of marketing and sales on external level stimulus. Organization develop the
campaign of comprehensive brand for create the awareness regarding that preferred through the
customers (Han, and Yoon, 2015). For instance, winter is coming. Particularly consumer has
many number of light jacket, but require a heavy jacket for survive in snow time.

 Information search

For research the options customer rely at external level and internal level aspects with last
interactions to product. Customers can browse by many numbers of options through many
available options. Organization’s is regularly working with the funnel and plant regarding type of
content which individual will need to present themselves as the trustworthy knowledge as well as
information source. Word of mouth, positive presentations and many numbers of strategies are
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effective to improve the customers trust. For instance, customer searches winter coats of women
on Google for see options.

 Alternative evaluation

Procedure of the customer’s decision making present the perspective of buyers that developed
for buy the product. They weight the prospective number of choices against the comparable
alternatives. Alternative can be in low price, additional advantages, availability of products, and
many more. Material of business marketing should be focused to convincing customers that
product is superior compare to others. For example, customer compares the brand as per the
preferences, knowledge, and amount of budget to buy a coat.

 Purchase decision

All kinds of factors with feedback from last customers should reach at logical level conclusion
on products or services for purchase. Organization works to fill requirements of the customers
through providing the best options and customers decide to buy (Smith, 2013).

 Post purchase evaluation

This presents the reflection from customers as well as sellers. Organizations focus to ensure that
customers have the experience at positive level with products and services. Post buying
engagement could involve the coupons of discount, newsletters and email for regular customers.

Answer 3

Own brand development strategy

One of the retain brand in UAE is known as the Apparel group. This is fashion as well as
lifestyle retail conglomerate which residing at United Arab Emirates. Own brand development
strategy is focused to create the awareness regarding organization by use of strategies as well as
campaigns with objective of generating the unique as well as lasting within the market (Wei,
Miao, and Huang, 2013). Following discussion will cover discussion regarding the own-brand
development strategy.

 Overall organization approach

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Organizations such as Apparel group should focus to differentiate the brand through growing the
business much easily. For example, organization should plan and develop the strategy within the
context of brand development approach.

 Identify and research target client group

Systematic level of research on target customers group will be effective for the Apparel group to
work faster with more number of profits. Research will support to understand the target
customers perspectives as well as priorities with anticipate requirements and put the message
within the language which resonates with them.

 Development of brand positioning

Determination of brand position in professional level service market will lead to deliver the
promised products and services to customers (Balmer, and Chen, 2017). Differentiation from the
other organization will enable to attract the more number of customers.

 Messaging strategy

Strategy of messaging will lead to explain the position of the Apparel group with messages to
many target customers. For example, target customers include the potential level customers,
employees and many more influencers with the partnering options. This overall should work to
address the whole requirements. It is important steps to make the organization relevant to target
customers (Hidayat, and Sriwarno, 2015).

 Development of tagline

This is required as enable to present the organization within the market and judged effectively
through the customers as per the estimations. Important changes enable the company to attract
the huge number of customers with important presentations.

 Content marketing strategy

Content marketing strategy of the Apparel group will be effective to present the professional
level of services within the market. Use of the valuable educational level content will support to
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attract as well as qualify the important prospects. For example, use of content marketing is
effective for the organization as support to improve the visibility with reputation at similar time.

 Marketing toolkit

This is important as create the remainder of marketing toolkit. It involves the one page sheets of
sales which explain the main services that served. This should involve the videos for effective
level of presentations. Tools are important as lead to develop functions regarding business and
important for development of the brand (Pulker, et al., 2018).

 Implementation, track, and adjust

Own brand development strategy will also involve the implementation, track, and adjustments.
Use of strong approach will enable to develop as well as start the work with good number of
potentials that enable the company to work very fast. Implementation of the strategies enable the
company to track the progress and make the necessary adjustment for achieves the business level
objectives.

Answer 4

Challenges for retail buyers

Retail buyers are responsible for plan, select and buy products quantities that need to be sold
within the stores. Following discussion will cover the challenges that faced through the retail
level buyers.

 Keep up the work with changing expectation of customer

Preferences of the customer are regularly changing. For examples, it creates the many obstacles
for the retail level buyers to change the product as per the requirements of the season that
improve the business level cost due to innovation.

 Maintaining internal communication

Retail buyer has the critical operations that minimize the effective level of communication.
Insufficient level of communication within the business division generates the issues within the
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procedures. For examples, gap of systematic approaches within the operations of business
generate the crucially to operate the functions (Cook, 2014).

 Retain and engage employees

Retail buyers have the high turnover rates of employee. Retaining the employee is crucial
challenge for the company. Replacing the employees needed the huge energy as well as costs.
For example, engagement of the employees for retain them need training that overall improve the
cost of operations.

Comparison
Serial number Centralized buying decision Decentralized buying decision
1 Control on purchasing is Control at effective level is
exercised at effective level not possible
2 Economy within the big scale Big scale advantages are not
purchase is conceivable available
3 Appropriate number of terms Power of bargaining is low
regarding purchase are
possible
4 Buying officer skills are high Skills of buying is available
from buyer
5 Specialization of buying is Specialization of buying is not
obtained obtained
6 In purchase uniformity is Huge number of differences
followed are available in purchase
7 This is easy for regulate the Buying policy is difficult
policy of purchase regarding regulation
8 Cost of establishment is high Cost of establishment is low
9 Delay within the purchase is Buying of material is very fast
possible
10 Local market advantages Local level market benefit can
cannot be obtained be enjoyed
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References
Balmer, J.M. and Chen, W., 2017. China’s brands, China’s brand development strategies and
corporate brand communications in China. In Advances in Chinese Brand Management (pp. 19-
47). Palgrave Macmillan, London.

Cook, G., 2014. Customer experience in the omni-channel world and the challenges and
opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4),
pp.262-266.

García Prado, A. and Cortez, R., 2012. Maternity waiting homes and institutional birth in
Nicaragua: policy options and strategic implications. The International journal of health
planning and management, 27(2), pp.150-166.

Jiang, Y. and Gao, Y., 2019. Factors that influence potential green hotel customers’ decision-
making process–evidence from China. Journal of China Tourism Research, 15(4), pp.455-477.

Kaushal, R.K. and Nema, A.K., 2013. Strategic analysis of computer waste management options:
Game-theoretic approach. Journal of Environmental Engineering, 139(2), pp.241-249.

Lönnqvist, J.E., Verkasalo, M., Wichardt, P.C. and Walkowitz, G., 2013. Personal values and
prosocial behaviour in strategic interactions: Distinguishing value‐expressive from value‐
ambivalent behaviours. European Journal of Social Psychology, 43(6), pp.554-569.

Han, H. and Yoon, H.J., 2015. Hotel customers’ environmentally responsible behavioral
intention: Impact of key constructs on decision in green consumerism. International Journal of
Hospitality Management, 45, pp.22-33.

Hidayat, R.R. and Sriwarno, A.B., 2015. Brand Development Strategy Of Micro Scale Shoe
Industries Based On Augmented Reality For Smartphone Application. Jurnal
Sosioteknologi, 14(1), pp.89-97.

Pulker, C.E., Trapp, G.S., Foulkes-Taylor, F., Scott, J.A. and Pollard, C.M., 2018. The extent
and nature of supermarket own brand foods in Australia: study protocol for describing the
contribution of selected products to the healthfulness of food environments. Nutrition
journal, 17(1), p.95.
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Smith, A.M., 2013. The value co-destruction process: a customer resource

perspective. European Journal of Marketing, 25(05), 25-36.

Wei, W., Miao, L. and Huang, Z.J., 2013. Customer engagement behaviors and hotel
responses. International Journal of Hospitality Management, 33, pp.316-330.

Wolny, J. and Charoensuksai, N., 2014. Mapping customer journeys in multichannel decision-
making. Journal of Direct, Data and Digital Marketing Practice, 15(4), pp.317-326.