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Retail Management & Strategy

Course Name Retail Management & Strategy
Schedule March 5, 2019 - March 6, 2019

MODULE 1:  GLOBAL RETAIL TRENDS & STRATEGIC RETAIL PLANNING
March 5, 2019 (Tuesday) | 8:00 am - 12:00 nn

MODULE 2:  RETAIL SELLING & PROMOTIONAL STRATEGIES
March 5, 2019 (Tuesday) | 2:00 pm - 6:00 pm

MODULE 3:  DIGITAL AND SOCIAL MEDIA MARKETING
March 6, 2019 (Wednesday) | 8:00 am - 12:00 nn

MODULE 4:  DRIVING RETAIL PROFITABILITY
March 6, 2019 (Wednesday) | 2:00 pm - 6:00 pm

Price: Php 5,400 per session
Description

Is Brick and Mortar dead?  In the US, the shopping mall phenomenon is dying, with many well-renowned labels declaring bankruptcy in the last few years.  In the Philippines, online retailing has been gaining ground amidst a tough and competitive traditional retail environment.  In the last decade, the retail industry in the Philippines experienced a boom period, with new shopping mall developments opening in just about every corner of Metro Manila and provincial cities.  It was enough for aspiring and existing retailers to simply ensure that they have a general knowledge of basic retail management skills to operate a retail store.  But in recent years, with online/social media and a shift in consumer buying behaviors locally, it is no longer enough to simply ‘know the basics’.  Where are we headed, and how can existing retail businesses address these changes in the industry?

Our two-day, four-module course design examines the various intricacies of the local retail industry, with particular focus on developing key strategies for effectively managing a retail business.  It aims to equip retail business owners and retail managers with additional general management skills to adapt to this new environment, and to spot new growth opportunities in an otherwise disruptive economy. 

Objectives

 At the end of the course, participants should be able to:

1. Define, discuss and understand the various issues pertaining to the changing retail environment in the Philippines and globally;

2. Understand the necessary fundamentals in basic retail management theories and concepts;

3. Refine existing retail strategies to uncover new opportunities in the retail industry; 

4. Drive retail profitability through continuous improvement in retail operational and business processes; and

5. Make meaningful changes in the direction of their own existing retail businesses, or create a successful plan for the launch of a new retail business

Who should attend

Existing and start-up retail business owners, upper to senior level managers in retail organizations who are the key decision makers in their companies, as well as participants who are planning on opening a retail business.  Primarily, the class will be most helpful to those who are responsible in crafting, implementing, and evaluating retail strategies for their companies.

Outline

MODULE 1:  GLOBAL RETAIL TRENDS & STRATEGIC RETAIL PLANNING
March 5, 2019 | 8:00 am - 12:00 nn

Specific Course Objectives: 

At the end of the course, participants should be able to:

  1. Define, discuss and understand the various issues pertaining to the changing retail environment in the Philippines and globally;
  2. Understand the necessary fundamentals in basic retail management theories and concepts; and
  3. Refine existing retail strategies or craft new retail strategies to uncover new opportunities in the retail industry.

Course Outline:

I. GLOBAL RETAIL TRENDS

We start the first module understanding recent retail trends in the US, including advancements in retail technology, and how these can apply to improving the retail experience of Philippine customers.  We define what is today’s ‘New Retail’, and how traditional brick-and-mortar retailers can revamp their retail strategies to adapt to these changes.  We will use several case analyses of retail companies who have successfully responded to these changing market trends.

II. STRATEGIC RETAIL PLANNING

With a new knowledge on existing trends, we take a deep dive on understanding customer behavior and the shopping journey to craft retail strategies that directly respond to these developments.  Through strategic planning, the retailer can create specific frameworks to address pressing issues in their retail businesses.

MODULE 2RETAIL SELLING & PROMOTIONAL STRATEGIES
March 5, 2019 | 2:00 pm - 6:00 pm

Specific Course Objectives:  

At the end of the course, participants should be able to:

  1. Understand and be able to apply the basic concepts of retail selling;
  2. Make ‘delivering an excellent customer service experience’ on top of the list of priorities for any retail business; and
  3. Craft simple retail promotional strategies to complement retail selling strategies.

Course Outline:

I. RETAIL SELLING SKILLS

The course aims to further enhance the customer experience by focusing on improving selling skills in the retail environment.  The course’s thrust is in adapting customer service skills to recent market trends in customer behavior.

II. RETAIL PROMOTIONAL STRATEGIES

 What are some smart in-store promotional and marketing strategies that retailers can undertake to address the ‘new retail’?

MODULE 3DIGITAL AND SOCIAL MEDIA MARKETING
March 6, 2019 | 8:00 am - 12:00 nn

Specific Course Objectives

At the end of the course, participants should be able to:

  1. Understand the concept of digital and social media marketing, and how it is effectively applied into local retail businesses
  2. Craft simple digital and social media marketing strategies for their businesses

Course Outline:

I. DIGITAL AND SOCIAL MEDIA MARKETING

To understand customer behavior and the customer shopping journey in today’s retail environment, one must also understand how smartphones, e-commerce, Facebook, Instagram, and YouTube contribute to brick-and-mortar retail sales.  The digital space is now considered the ‘zero moment of truth’ in the shopping experience, and therefore, is crucial in ensuring a seamless retail experience for the customer. 

The course includes a workshop for participants to dive deeper into understanding the digital and social media sphere.

MODULE 4:  DRIVING RETAIL PROFITABILITY
March 6, 2019 | 2:00 pm - 6:00 pm

Specific Course Objectives: 

 At the end of the course, participants should be able to:

  1. Drive retail profitability through continuous improvement in retail operational and business processes; and
  2. Make meaningful changes in the direction of their own existing retail businesses, or create a successful plan for the launch of a new retail business.

Course Outline:

DRIVING RETAIL PROFITABILITY

How do we effectively measure retail profitability?  This course introduces various Key Performance Indicators that are essential in understanding the performance of your retail business.  As a capstone module, the course links together the strategies formulated in the earlier modules, and teaches participants how to evaluate the soundness and effectiveness of the said strategies.

Participants are expected to share some strategies they have formulated throughout the course, or to share existing strategies they are considering implementing in their own businesses, and to understand how to effectively measure and evaluate its success. 

Resource Speakers
Ms. Anamaria M. Mercado (Service Excellence)

is the Program Director of Six Sigma Certification Programs at the Ateneo Graduate School of Business - Center for Continuing Education. She is a certified Six Sigma Master Black Belt (MBB), receiving her certification after a five-week training session in the United States and a two-year full-time assignment as a Process Improvement Deployment Manager. Six Sigma is a process improvement methodology using process and statistical analysis.  As a Six Sigma MBB, she helped launch the process improvement initiative in her former company and managed multiple projects across the organization, improving process performance and customer satisfaction while delivering financial benefits.

 

She worked with a number of companies from various industries providing process improvement consulting services in training and coaching. She also has professional experience in sales and marketing management, as well as in training and development.

 

Ms. Mercado holds a Bachelor’s degree in Business Economics and postgraduate units in Professional Education from the University of the Philippines. She also has a Master’s degree in Business Administration from the Ateneo Graduate School of Business.

Mr. Benjamin Cabochan, Jr.

Mastermind, Get Hooked 360 Digital Agency

Mr. Hans Clifford Yao

is Managing Director of Washington Retailers Inc. and the Adrenaline Group of Companies, distributors and retailers of several international luxury brands in the Philippines.  He has experience managing various retail formats in non-food, food, and specialty retail categories.  He is also a retail consultant to several new retail start-up businesses on prototype and brand development. He was also a part-time lecturer at the Ateneo de Manila John Gokongwei School of Management, teaching Retail Management as an elective.  

Mr. Yao earned his Bachelor of Science Degree in Business Management (Honors program) from the Ateneo de Manila University, and his Masters in Business Administration from the University of Chicago Booth School of Business.

Mr. Harvey Ong

Chief Operating Officer, Alfamart Trading Philippines

Ms. Zerline Chan Ortiz-Luis

Executive Director, 4 Hermanas International Marketing Corp.