Document

Report
La Estrategia en el
Comercio Detallista
Estrategias del Comercio Detallista
Ing. Maria Elena Vázquez Lira
Sesión 3
Agosto 2006
1
Tarea
 Equipo 1 GDA Web Search
 Caso Wal-Mart
 Leer Artículo: D’Andrea, G., & Lunardini, F. (2005).
Dentro de la mente y el bolsillo del consumidor
latinoamericano. Harvard Business Review
(Octubre).
 Visitar website The Coca Cola Retailing Research
Council:
http://www.coke.net/app/home/portal/!ut/p/.cm
d/cs/.ce/7_0_A/.s/7_0_10Q/_th/J_1_IP/_s.7_0
_A/7_0_10Q/_s.7_0_A/7_0_10Q#1
 Leer capítulo 4
2
Modelo Homans
Exec Values/Vision
Strategy
Management Style
Climate
Structure
People
Results
Managemt
Systems
Environment
3
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
PLACE
SYSTEMS
COMMUNICATION
PRODUCT
LOGISTICS
PEOPLE
SUPPLIERS
VALUE
Ring, L., y Tigert, D., seminar: Strategic Planning and Management in Retailing. Babson College
4
Five Key Questions
for Each Pentagon Corner





Do we win?
By how much? (a little or a lot?)
Is it getting better or worse? (direction)
Does anybody care?
Is it sustainable?
5
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
Size
PLACE
Location
Layout & Design
SYSTEMS
COMMUNICATION
PRODUCT
LOGISTICS
PEOPLE
SUPPLIERS
VALUE
Ring, L., y Tigert, D., seminar: Strategic Planning and Management in Retailing. Babson College
6
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
PLACE
SYSTEMS
COMMUNICATION
PRODUCT
Intensity
Assortment
Style &
Fashion
LOGISTICS
PEOPLE
SUPPLIERS
VALUE
Ring, L., y Tigert, D., seminar: Strategic Planning and Management in Retailing. Babson College
7
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
PLACE
SYSTEMS
COMMUNICATION
PRODUCT
LOGISTICS
SUPPLIERS
Price
PEOPLE
VALUE
Quality
Ring, L., y Tigert, D., seminar: Strategic Planning and Management in Retailing. Babson College
8
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
PLACE
SYSTEMS
PRODUCT
Service
LOGISTICS
SUPPLIERS
Knowledge
Climate
PEOPLE
VALUE
Ring, L., y Tigert, D., seminar: Strategic Planning and Management in Retailing. Babson College
9
The Eight Ways To Win In Retailing
The Pentagon & The Triangle
PLACE
SYSTEMS
COMMUNICATION
PRODUCT
Positional
Promotional
LOGISTICS
PEOPLE
SUPPLIERS
VALUE
Ring, L., y Tigert, D., seminar: Strategic Planning and Management in Retailing. Babson College
10

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