GGR252H5 Lecture Notes - Lecture 2: Market Segmentation, Canadian Tire, Sobeys
Document Summary
Exploring the structure of retail chains, dept. stores, big box, flagship. Focus: different formats in the retail economy, ownership, spatial context, evolution and reasons for change. # of stores, corporate structure: market niches, rationale, market segmentation. Economies of scale advertising, purchasing, format, brand name recognition: ownership concentration. Banners/chains, link to market segmentation: chains v franchises. Management structure, central control, direct employment: geography. Shopping malls, power centres, key retail strips (clothing, footwear etc. ) Stand alone location, anchor tenants (power centres), street retailing: challenges. Links to product and market segment (economic conditions, demographic change) Integrated manufacture, retail, shipping (catalogue: major change geography. Specialization electronics, furniture, fashion, food etc: challenge to department structure. Large than typical store size for that specific category: technology change and operation. Control of purchasing, sales, produce mix, pricing. Highest growth category: origins and development. Reinforce brand rather than selling for profit. Differentiation from competitors, improve brand image/ awareness. Strong impact on brand attachment and attitude: consumption of spectacle.
