Functions of Retail Management

Running head: FUNCTIONS OF RETAIL MANAGEMENT
Functions of Retail Management
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2FUNCTIONS OF RETAIL MANAGEMENT
Executive Summary
Retail can be explained as the sale of goods to the public in small quantities for consumption
rather than for resale. Considering same, it can be stated that retailers have several functions and
one among them is application of the industry specific marketing communication strategies. The
report focused on analyzing the integrated marketing communications campaigns as promotional
strategies in offering consumers with highly personalized experiences. The report revealed that
to increase consumer loyalty and attain a huge base of target consumers preferring own priced
goods in New Zeeland; Wal-Mart has implemented the strategy of offering “discount brand
name products”. This strategy focuses on offering low priced retail goods in the market along
with offering satisfactory levels of services to the target consumers.

3FUNCTIONS OF RETAIL MANAGEMENT
Table of Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
Statement A (1.1).........................................................................................................................4
Statement A (1.2).........................................................................................................................5
Statement B (1.3).........................................................................................................................7
Statement C (1.4).........................................................................................................................7
Task 2...............................................................................................................................................8
Statement D (2.1).........................................................................................................................8
Statement D (2.2).........................................................................................................................9
Statement E (2.3).......................................................................................................................13
Conclusion.....................................................................................................................................13
References......................................................................................................................................15

4FUNCTIONS OF RETAIL MANAGEMENT
Introduction
Competitive advantages within the retail sector is sustained by the retail organizations
through innovation and focusing on the fact that the retail consumers have ever-changing
demands that results in the retailers to offer exceptional consumer experience. The retail
companies are attaining strategic competitive advantages of introducing exceptional offerings in
the store, developing the role along with offerings of their stores (Agrawal, 2017). The objective
of the report is to analyze the major functions of retail management that facilitates the industry to
attain competitive advantage along with sustaining exceptional consumer services. Moreover,
the report will also focus on analyzing the integrated marketing communications campaigns as
promotional strategies in offering consumers with highly personalized experiences.
Task 1
Statement A (1.1)
Retail can be explained as the sale of goods to the public in small quantities for
consumption rather than for resale. Considering same, it can be stated that retailers have several
functions and one among them is application of the industry specific marketing communication
strategies (Ahmad & Salleh, 2019). Retail marketing communication techniques are used that
includes mediums such as advertising, e-mail, publicity and word of mouth in order to attain two
targeted outcomes that are indicated below:
 Information sharing: Retail marketing communications through advertising stores and
schemes that acts as a primary function in providing information regarding products and
services to the consumers. Retailers offer information regarding the brand along with