Retailing involves the sale of products and services to customers. In the global marketplace, retailers are no longer constrained to a single country or format as they seek to expand and reach new customers. In this course we will explore multiple facets of retailing, with an emphasis on how retailing is shaped by societies and cultures in our ports of call. Standard retail formats such as department stores, discount stories, specialty stores, fashion boutiques, and designer stores will be examined for their past and future vitality. Our ports of call offer opportunities for exploring additional thriving formats: luxury goods retailing in China, vending machines in Japan, street and open air markets in Vietnam, second-hand retailing in India, fair trade retailing in Ghana, and tourism retailing across all port visits. Basic retailing concepts and practices, such as retailing strategy, supply chain management, customer buying behavior, and merchandise management, will be explored, as well as factors influencing retail entrance into emerging markets.
This class is also offered as MKT 360, through the CSU Department of Marketing.
Field WorkCountry: India
Date: March 1, 2017
This field class will build on class readings and discussion about retail operations in India. Across the day we will visit three retailers who provide distinctive retail formats for the Indian consumer. All retailers are located in the Lulu International Shopping Mall, the second largest in India and situated on 17 acres. The LuLu group, based in Abu Dhabi, opened the mall in 2013. Our stops and meetings with store managers will include:
LuLu Hypermarket: The hypermarket offers one-stop shopping for busy city dwellers and includes a wide range of foods, grooming products, and clothing—a combination grocery and department store.
Fabindia: The retailer is India's largest private retail establishment for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment. Fabindia's product range includes apparel, housewares, furniture, personal care products, and specialty foods.
Gold Jewelry Shop: The retailer will explain the importance of gold jewelry for the elaborate wedding industry in India and describe the process by which consumers shop for the requisite jewelry for an upcoming wedding.
After the meetings with retail managers, students will have opportunity for comparative retail observations in other parts of the mall. Lunch will be taken at a restaurant in the mall.
1. Compare and contrast three retail operations for location, product mix, target customers, store layout, and visual merchandising. 2. Assess the contribution of traditional, hand-produced products to the success and challenges of a major Indian retailer. 3. Understand the importance of gold jewelry in the Indian wedding industry and how retailers cater to this seasonal demand.