Retail Strategic Planning Essay

Organized retailing in mansion base and make sector was expected to face stiff altercate from the existing sm both, independent, and powerful local retailers. Many international retailers like kinsperson Depot, IKEA and Lowe were also eyeing the Indian grocery which was untapped by organized retailers. They provided entirely the product categories and services that were required to build a new home or for home improvement or renovation under atomic number 53 roof. Muebles belonging to Casa Moblaje group was a pi onenesser in this ingredient.Homepro was the first mental synthesis mall, which offered a wide range of building materials, home improvements products, and furnishings. They provided information near land availability and selection, and housed offices of architects, designers and financiers. The Home Store and Zeba were in home furnishing segment Gautier dealt in furniture and Johnson Tiles was in the sanitary ware sector. Identify strategic Alternatives Ansoffs Mat rix Muebles had captured a large market of the home building and construction business in Ahmedabad as well as the home improvement business of the surrounding cities and towns.The ideal strategy for Muebles would be to cause the market. The areas surrounding Ahmedabad like Baroda, Surat etc is highly industrialized and lot of construction takes maneuver in these areas. Muebles can target area these cities and can increase the size of the market to get larger sales. Retail Mix Variables Product The cut in stocked products under five major categories Kitchen accessories Appliances, Crockery, Glassware, Ovens etc Furniture and furnishing Sofa set, bed, linen etc bum Tiles, Sanitary ware, Fittings, Taps, and accessories Hardware visible Door, Window, Safety equipment, Gardening Tools, Washing Machines electrical equipments Lights, Luminaries, Chandeliers, Switches, Fans, Generators etc They mainly stored branded products. The store policy was to use the number one brand or the a ggressive second. If this was not possible the company entered in to contracts to with smaller players who provided with in store brands. The store stocked approximately one hundred twenty00 SKUs and had 120 suppliers.As the store move upward in the retail wheel, it took the nonvisual and les involved products out of the shelf. The visible and high involvement products replaced the invisible. They also change magnitude the share of storing impulse goods in the relevant home decoration and furnishing category. assess The pricing policy of the store varied across the product categories. determine was competitive and benchmarked against the traditional hardware and home building material stores in product categories which were usually available in traditional hardware stores .In the destination product categories, the store charged premium price. Store Layout The store was laid out in a grid format. It was functional in nature and was based on a do-it-yourself model. Thirty perc ent of the shop space was given to 12 partners (vendors) who complete freedom of operation. The store atmosphere was attractive. The format of the store aided the customer to find the repair the product. Some products like kitchen fittings were merchandised in simulated conditions to give the customer a feel of the complete range of the stores offering.Promotion In order to increase the levels of cognisance, they were communicating by using a cockle of me. dia for brand and tactical advertising. They used the Gujarati and English media to reach out to their target segments. They developed two communication packages, one for the lay consumers with low apprehension of Muebless value proposition, and another for the professionals (home builders) who had a relatively higher awareness of the concept. In order to increase the sales of the invisible products, Muebles decided to germinate the home builder.The home builder package consisted of developing a deprecative mass of professio nals by rewarding their purchase and then working towards self-aggrandising them accreditation through a professional course so that they would buy all the materials from Muebles. The apartment package consisted of using direct mails and tie-ups with companies like Electrolux, Pergo, and ICI to give surplus deals to five different apartment owners. Muebles targeted the HR departments in various companies and offered special(a) deals. The problem in this deal was the acquisition of database of apartment owners.Customer swear out Muebles policy was to satisfy the customer. Managers were supposed to visit the shop theme 3 hours a day to understand shoppers behavior and needs better. all(prenominal) category had 4 personnel. The total floor level employees were around 20. The floor employees tracked the customer right from the entry to the store and observed them guardedly from a distance. The motive was to help the customer in the selection without interfering. The cater was in structed to respect the privacy of the customers. Muebles provided a unique shopping experience to the customer.Consumers were provided a wide range and assured quality, competitive prices, and world class service. They provided value added services to the consumers like * Comprehensive design assistance by a panel of professionals and design consultants * Apartment Packages * Installation service and support * information mediation through website * Home loan consultancy and loans * Certification create mentallys for electricians, masons, plumbers and carpenters * Educational programme on do-it-yourself techniques and procedures * Customer loyalty programmes