Competitive Marketing Strategies

for Retailing Business

2553 10 %

(Providing Assortment)
(Holding Inventory) (Breaking Bulk)
(Customer Services)
(Retail Strategy)
(1) (Location) (2) (Merchandise Assortments) (3) (Pricing Policy)
(4) (Communication Mix) (5) (Store Design and Display)
(6) (Customer Services) 6


Abstract

Nowadays, the retail businesses are moving progressively as many small and large retailers are entering into the
market. With the growth rate of 10% increase in Thailands retail business in 2010, it makes the competition being more
intense. The important role of retailers is to increase the value-added to their products and services in order to make profit
to their organization. Tasks of the retailers are providing assortment; holding inventory; breaking bulk and providing customer
services in order to satisfy and make a long term relationship with their customers. The retailers also have to study a retail
strategy which composed of (1) location (2) merchandise assortments (3) pricing policy (4) communication mix (5) store
design and display and (6) customer services. The retailers must have plans in alls 6 elements since they start their business
in order to be competitive and successful in the market.



( , 2552) (Specialty Store)
(Supermarket) (Convenience Store) (Grocery) (Department
Store) (Discount Store) 2553
10 % (, 2553)



Executive Journal 193

(Providing
Assortment)
(Holding Inventory)

(Breaking Bulk)
(Customer Services)

(Retail Strategy)

(Marketing Mix)
4 (Product)
(Price) (Place)
(Promotion)



(Retail Strategy) 1

194 Executive Journal

(Retail Strategy)
6 (1) (Location) (2)
(Merchandise Assortments)
(3) (Pricing Policy) (4)
(Communication Mix) (5)
(Store Design and Display) (6)
(Customer Services) (Michael Levy & Barton Weitz, 2007)
Customer
Services

Location

Merchandise
Store Design
Assortments
Retail
Strategy
and Display
Communication
Mix

Pricing

1 (Retail Strategy)
Michael Levy and Barton Weitz. 2007. Retailing Management.
6th Edition. McGraw-Hill
1. (Location)

(Store
Location)




( , 2011)


(Stand Alone)






-

2. (Merchandise
Assortment)

(Merchandise Assortment)

(Oxden and Oxden,
2005)
(One Stop Shopping)


(Category Killer)

3. (Pricing Policy)

(Price)


(Levy and Weitz, 2007)

Executive Journal

195




(EDLP Every Day Low Price)


(Convenience Store)
24


24

(Competitive Advantage)


(Cost Leadership)

4. (Communication Mix)

( , 2553)

196 Executive Journal

(Social
Network)

(Viral Marketing)

(Integrated Marketing
Communication - IMC)

(Advertising)


(Advertising Objectives)
(Target Audience)


(Social Network)

(Sales Promotion)

(Internet)

2
(1)

(2)


(Domain
Name)

(Word of Mouth)

5. (Store Design and

Display)

(Store Atmosphere)

(Levy and Weitz, 2007)

(Point of Purchase
Advertising)

Executive Journal

197

6. (Customer Service)

(Customer Service)

(, 2554)

1-3%

198 Executive Journal

. (2553).
7% . 11 2554,
http://www.bangkokbiznews.com/home/detail/
business/corporate/20100812/347712/87-7.html
. (2553).
3 2554 http://www.
ba.siam.edu/Course_ware/1
.ppt
. (2551). .
23 2554, http://www.
thaigoodview.com/library/teachershow/utaradit/
daungduarn-s/cloths/sec02p02.html
. (2553). .
5 2554 www.atc.ac.th/thai/
elearning/MK/.pps
Barry Berman and Joel R. Evans. (2010). Retail
Management: A Strategic Approach. (11thEd). India:
Prentice Hall.
James R. Oxden and Denise T. Oxden. (2005). Retailing
(1st Ed). Houghton Mifflin.
Michael Levy and Barton Weitz. 2007. Retailing
Management. (6th Ed). McGraw-Hill.