RETAILING AND

WHOLESALING

Dr. Mazlan Zainuddin

Dr. Mazlan Zainuddin, a Certified International Professional Trainer, (Cambridge, UK)
(Fellow), Ceritified International Professional Trainer (IPMA, UK) a member of International
Professional Manager Association, United Kingdom and Certified Trainer from Human
Resources Development Fund (HRDF) He is also responsible for training, consulting,
coaching and facilitating activities in the Certified Professional Trainer programme (Train the
Trainer). He has worked with many international organizations such as Charterfield
Corporation Australia, Gardner Merchant England and others.
Dr. Mazlan is a very convincing speaker and trainer. His work in training clients includes training design, formulating
training strategies and training plans and carrying out customized training programs with an emphasis on measuring
results. He is known for his people relationship personality, he believes people are different and has a unique
behavioural style that leads us to display distinct ways of thinking, feeling and responding.
Dr. Mazlans area of specialization is in the area of Strategic Thinking & Planning, Management & Leadership
Development. He also is successful in bringing out the best of the participants in topics such as Presentation, Train the
Trainer and Personal Development, Negotiation Skills, Communication and Customer Service, Team Building and
Motivation.
Dr. Mazlan's first degree was in Psychology and he has always been interested and involved in human and
management communications and negotiation issues. Through the experience, he understands better the emotional
connections for communication and negotiation at work, for business and even personal lives.
With his dedicated team of like-minded co-workers, Dr. Mazlan has developed indoor training games and outdoor
teambuilding activities, which are immensely popular with and well received by corporations companies and government
agencies. He also had the opportunity to chair brainstorming sessions with level leaders in the selection of vision,
mission and values statements for their organization and departments. He has a reputation for engaging and motivating
participants to embrace new concepts and strive for personal and organizational excellence by using practical and
creative techniques.
He has carried out numerous workshops and seminars for Bonia International, Sarawak State Government [Training
new Assistant District Officer (ADO)], Oil and Gas Company, Brand Global Forum, Naza Group of Companies, HINO (M)
Sdn Bhd, Isuzu (M) Sdn Bhd, Exxon Mobil, PKNS, Dagang Net Technologies Sdn Bhd, Prince Court Medical Centre,
Peremba Group, Kementerian Perdagangan Dalam Negeri (KPDNKK), Suruhanjaya Koperasi Malaysia (SKM),
Perbadanan Nasional Berhad (PNS) and many more.

The Woodcutter Story

The Learning Cycle

WE dont believe people by

listening. We believe that people
learn by going through experiences
and by doing things.
So this is how we run this

Rules of the Game

The only failure is the failure to
participate.
Share ideas, discuss, listen and
communicate.
Quality of your outputs is the
ultimate test.
Avoid blame, justifications and
excuses.

Rules of the Game

Take responsibility for your own
behaviour.
Keep an open mind.
Before asking Why ask Why
Not?
Be honest, frank and speak up!
6

3 Kinds of people
ProActive

Reactive
Dead Wood
7

The Process Questions

What is the PURPOSE?

How do you measure SUCCESS?

CONCERNS
(Challenges, difficulties, issues)
8

Requests
DO
Ask a Question when you have one.
Feel free switch
to Share of
your
ideas.
Please
your
Seek Clarification to if an idea is not clear.

Mobile Phone.
Be Skeptical
- Dont
to agree if you
THANKS
forhave
your
dont.
cooperation- But let us know.
Think out of the box: get out of our
COMFORT ZONE
9

Requests
DONT
Close your mind by saying This
is all theory. This wont work for me.
Expect all the answers from
the speaker
Think about the work piling up
NAME
TAG

10

Are You Ready?

Presented By: Dr. Mazlan

Zainuddin

BINGO

12

BREAK

13

RETAILING

What is retailing?
Retailing can be defined as the buying and selling
of goods and services. It can also be defined as
the timely delivery of goods and services
demanded by consumers at prices that are
competitive and affordable.
The term 'retail' is derived from the French word
retailer which means 'to cut a piece off or to
break bulk'. In simple terms, it implies a first-hand
transaction with the
customer.

Types of retailers

Amount Of Service
Offering one of the four level of service:
Self Service
Limited Service More sales assistance because customers need more
information
Full service Retail Provides sales
personnel who are ready to assist in
every phrase

Product Line, Depth, Breadth

Specialty store Carry a narrow product line
(Adidas, NIKE)
Department store Carry several product
lines (Parkson, Isetan)
Supermarket Serve consumers
total needs for food, laundry &
household maintenance products
(AEON, Village Grocer)

Product Line, Depth, Breadth

Convenience store small stores located
near residential areas, opened long hours (7
Eleven, KK Mart)
Superstores: 35,000 square feet selling
space. Meets consumers total needs (Houz
Depot, Spotlight)
Catalog Showrooms: Sell a broad selection
of high markup, fast moving, brand
name goods at discount (IKEA)

Superstores
Supercenters much larger than regular
supermarket & offer large assortment of
routinely purchased food & non-food
products plus Services (GIANT)
Category killer Giant specialty store
that carries a very deep assortment
of a particular line (Toy R Us)
Hypermarkets Huge Superstore
(Tesco, AEON BIG)

Organization

Chain stores Two or more outlets that are commonly

owned & controlled, employ central buying, sell similar
line of merchandise (Guardian, Sen Heng)
Franchise organizations Contractual association
between a franchiser and franchisees. Prominent in
fast foods, health center etc (McDonalds, Fitness First)
Merchandising conglomerates A free form
corporation that combines several diversified
retailing lines & form under central ownership
(MACY, Mark & Spencer)

Relative prices

Discount stores Off-price retailers-Sell standard

merchandise at lower price accepting lower margins &
selling higher volume (Tesco)
Independent off-price retailers- Owned & run either by
entrepreneurs or by division of large retail corporations
(Mark & Spencer)
Factory outlets-Owned & operated by manufacturers &
normally carry the manufacturers surplus
(PADINI)
Warehouse club- Sell a limited number of brand
name, grocery items, clothing etc. No credit card
(ANAKKU, Samsung)

WHOLESALI
NG

What is wholesaling?
Wholesaling is a distribution channel
function where one organization buys
products from supplying firms with
the primary intention of
redistributing to other organizations
(but, in general, not to the final
consumer).

Channel of Distribution

Types of wholesalers

Types of wholesalers

Wholesaler Marketing Decisions

As with retailers, their marketing decisions include choices of
segmentation & targeting, differentiation, positioning and the marketing
mix product and service assortment, price, promotion and distribution

Retail
Marketing
Mix

Retail & Retailing

Retail:-The sale of goods to the public in
relatively small quantities for use or
consumption rather than for resale.
Retailing:- The strategy of selling goods
through retail

Retail Marketing Mix

It is a range of activities undertaken by
retailer to promote awareness and sales of
the companys product.

Retail Marketing Mix 4Ps

The Extended Marketing Mix 3Ps

WHO AM I?

47

FORECASTING

Forecasting
Forecasting is the process of making
statements about events whose actual
outcomes (typically) have not yet been
observed

ChallengesRetailersfacein
Forecasting
1. Scale of problems - (Large number of
items & stores to forecast)
2. Intermittent demand - (slow and erratic
sales for many items at the store level)
3. Assortment instability - (frequent new-item
introductions and seasonal assortment
changes)
4. Pricing and promotional activity - (frequent
new-item introductions and seasonal
assortment changes)

Forecasting techniques which are

used to face the challenges
Large-scaleautomatedforecasting
The objective in any business is to have the right
product in the right place at the right time and in the
appropriate quantity
A large retailer may have tens of millions of store/item
combinations
This automation minimizes staffing requirements, while
permitting forecasters to focus on the "high value"
forecasts that have the greatest impact on customer
satisfaction and financial performance

 Forecastingandrevenueoptimisation

Revenue optimization systems help the retail

planner make better decisions on regular
product pricing, promotional activity and
markdown pricing
Such systems are designed to optimize an
objective (e.g., maximize revenue, maximize
margin or minimize inventory)

 Forecastingandreplenishment
A good replenishment policy takes into
account the uncertainties of supply and
demand, and makes store-level inventory
less dependent on a highly accurate
forecast

DemandForecasting
Demand forecasting is the activity of estimating the
quantity of a product or service that consumers will
purchase
Demand forecasting involves techniques including both
informal methods, such as educated guesses, and
quantitative methods, such as the use of historical
sales data or current data from test markets
Demand forecasting may be used in making pricing
decisions, in assessing future capacity requirements,
or in making decisions on whether to enter a new
market

FocusForecasting
It

uses several logical and easy to

understand rules to project past data into
the future

Computer simulation program is used to

measure the performance of the rules
when compared with the actual demand

OneofFocusForecastingmethoddevelopedby
BernieSmith

Conclusion
Forecasts will never be perfect, and sometimes they may not
even be very good
The goal of forecasting in retail should not be a foolish pursuit
of perfection, but to generate forecasts that are as accurate
and unbiased as we can reasonably expect them to be, and to
do this as efficiently as possible
Large-scale automation helps solve the problem of generating
forecasts at granular levels of detail (such as store, item or
week)
However, there must still be a realistic assessment of the
likely accuracy of forecasts at that level, and consideration of
other strategies that can be used in conjunction with
forecasting to best solve the business problem