The role of Marketing as being an ‘Initiator’ in identifying, evaluating, recommending and implementing overall retailing strategy

We suggest that marketing, along with Finance, Operation, Human Resource management, airscrew and System are functions that all contribute to the overall retail strategy. We would climb up a strategic marketing plan that will identify guests ground opportunities.The central thrust is to positioning of the caller-up in term of its swap, operate and trading environment offer such that it is clearly recognizable by the customer group to which it is directed/targeted. At the same time, the fundamental requirements of the company evict be identified and established as a exploit requirements which need to be meet and the critical success factor can then form a planning structure for the company strategy decision.CRITICAL SUCCESS FACTORS1. Increase sales revenue in veridical terms.2. Increase gross profit in real term3. Containing summons costs throughout the business4. Increase the productivity of physical & kind-hearted assets5. Adding value to the customer offer6. KEY VARIAB LES.Key Variables.1. Merchandise option reflects customer requirement for choice, quality, exclusivity etc.2. Co-ordinate merchandise ranges. Merchandise handiness in stores and distribution centers.3. Merchandise reorder/replenishment4. Pricing/ expense competitiveness.5. Customer perception of total Retail offer.6. Provision of sales data.7. Merchandise spaces planning & control.8. Improve sales forecasting.9. Research customer expectation.10. Monitor customer responses, attitude and perceptions of competitive offers.Marketing Activities1. Increase awareness of the offer among existing customers and potential drop customerscreate positioning strategy.2. Increase number of customer visits3. Influence per centum of visiting customers to buy,4. Increase size of procure (buy more)5. Increase range of purchase6. Influence those who buy to return regularly and more frequently