Strategic Planning in Retail

Abstract

Examines the complexities of strategic planning in retailing. Highlights the importance of a good knowledge of consumer basis as a foundation for a successful retailing strategy. Discusses four main factors contributing towards profit in the retailing industry: Needs or motives; Attitudes or patterns of consumption; Consumption habits; Purchasing habits. Analyses continual influences which must be considered as part of a coherent retailing programme: Synergy effect; Resources; Environmental factors; Changing ways of satisfying needs; The increased complexity of the retailing environment; Competition. Concludes that retailing is an extremely complex subject – whereas a producer is concerned about the various quality dimensions of his own product, a retailer is obliged to take care of a multiplicity of products, each bearing its own characteristics. Asserts that strategic planning is an effort to organise this variety, not an answer to solving it.

Citation

Kristenson, L. (1983), "Strategic Planning in Retail", European Journal of Marketing, Vol. 17 No. 2, pp. 43-59. https://doi.org/10.1108/EUM0000000004828