MET Institute of Management,

PGDM, Marketing

Winning at Retail
Group 9

Name of the members

Deep Shah
Rhea Makwana
Yashwant
Story (Est Theory)
Lowest Price Cheap-
Black Hole
Est

Easy- Hot-
Service Fashion
Est Est
The
Middle

Quick-
Speed Big-Est Selection
Est

Winning at Retail
Key Sharing

• A retailer must be best at one proposition that’s important

to a specific group of customers.

• Retailers must strive for specific positioning to a specific

group of customers rather than attempting to be great at
everything to everybody.

Winning at Retail
Key Sharing

A retailer must be best at one proposition that’s important

to a specific group of customers.

Winning at Retail
Key Statistics
1993 ($ billions) 2002 ($ billions) CAGR (%) 1993-2002
General, apparel, furniture and $574 $935 5.6
other retail sales
Retail and food services sales total $1720 $27272 5.3
(excl. motor vehicle & part
dealers)
Retail sales total (incl. motor $1986 $3245 5.6
vehicle & part dealers)

Retail sales total (excl. motor $1504 $2393 5.3

vehicle & part dealers)

Winning at Retail
Key Statistics
Retailer 1993 ($ billions) 2002 ($ billions) CAGR (%) 1993-2002
Cheap-Est: Wal-Mart $55 $245 16
Big-Est: Home Depot $9 $58 23
Hot-Est: Target $19 $43 13
Easy-Est: Kohl’s $1 $9 24
Quick-Est: Walgreens $8 $29 15

Winning at Retail
Key Insight
• Good is the enemy of great
• “Pretty good” isn’t good enough
• Carve out a niche
• Est is a way of life for successful retailers and can be
applied to online also
• Listen to customers but selectively- focus on real needs of
the core customers

Winning at Retail
Practical Implementation

Walmart Target Von

Winning at Retail
Thank You