RETAIL OPERATIONS MANAGEMENT
SYLLABUS
UNIT I
Introduction to Retail: What is Retail?- Functions of a retailer-The Marketing-Retail
equation-The Rise of the Retailer – Proximity to customer – Rise of consumerismGlobal retail market- Challenges and opportunities-Empowered consumer-Technology
enabled effectiveness-Evolution of Retailing in India-Drivers of Retail change in IndiaEmergence of young earning India-Size of Retail in India: Clothing ,Textiles and Fashion
accessories-Food And Food services-Books & Music, Communication accessories –
Emerging Sectors-FDI in retail-Retail Realities : Beyond Urban Boundaries –Challenges
to Retail Development in India – Threat of new entrants –Substitutes, Bargaining Power
of suppliers and buyers, Intensity of rivalry
UNIT II
The Evolution of Retail formats – Theories of retail development-Environmental, Cyclical
and Conflict Theory-The Concept of life cycle in Retail-Innovation, accelerative growthMaturity-Decline-Phases of growth in retail markets-Business models in retailClassification based on ownership /Merchandise offered/Franchising /Non Store Retailing/
Direct selling/Direct response marketing/Telemarketing/Fairs and Road Shows/Event
Management/Automated Vending/kiosks/ The Cash & Carry/credit Marketing/Brand
Management.
UNIT III
CRM : What is CRM-Common Misconceptions-Definition-Components of CRM-Defining
CRM Concepts – Customer Life Cycle- B to B CRM- Understanding Goal of CRMUsing Customer touch points – Deciding who should lead the CRM Functions : Marketing/
Sales/Customer Services/ Product Support-Channel and other partners-CRM PlanningDeveloping Strategy- Building CRM Component-Analyzing and Segmenting CustomersTaking it to Customers – Get Ready : Avoiding Common Barriers, GETSET: Organising
for success and go: Developing your CRM strategy-CRM Building : Infrastructure, Information, Process, Technology, People – Managing quality information, Qualitysystems, Customer privacy.
UNIT IV
Distinctive characteristics service operations-Service Bench marking-Service strategy - Designing the service enterprise – Service quality-Service facility location-Managing service operations-Service-Supply relationships vehicle routing.
UNIT V
Marketing channel systems – Concepts, participants, environment, behavioral process – Developing the marketing channel-Strategy, design, channel platform-Product/Pricing issues/ Parameters/ -Brand management-positioning and Repositioning – Franchising.