Page 201 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes Step Six

Establish a Monitoring System
Manage and monitor communication activities as part of the overall emergency programme
monitoring effort. Ideally, use community monitoring systems among affected population
groups. Based on the monitoring data, adjust activities and materials accordingly. Programme
and service delivery data, such as immunization drop out, decrease in diarrhoea rates, also serve
as monitoring information and should be used to modify communication activities or messages.

Step Seven

Evaluate and re-plan: Based on the desired behavioural results, assess outcomes and if possible
any behavioural impact. Disseminate results to partners – including affected community
members. Determine the need for follow-up and for continued support to shape behaviours,
and for communication support in the recovery and rehabilitation phase of an emergency. In
evaluating impact, contributions that can be linked to communication efforts should be an
integral part of a programme evaluation rather than a separate evaluation of communication
initiatives.

Did u know? Informing, persuading and reminding are the key functions of the retail
programme.

Self Assessment

Fill in the blanks:
8. .......................... sell products at wholesale costs that pay for the labor, materials and overhead
to make the products with a reasonable margin of profit.
9. .......................... commonly mark up the price to two or three times the wholesale cost to
pay for employees and overhead with a considerable profit margin for the company and
its shareholders.
10. Retailers communicate with customers both online and offline and interactively
and .......................... .



Case Study Factor’s Behind Zara’s Retail Profitability

ara is the flagship brand of the Spanish retail group, Inditex SA, one of the super-
heated performers in a soft retail market in recent years. When Inditex offered a 23
Zper cent stake to the public in 2001, the issue was over-subscribed 26 times raising
Euro2.1 billion for the company. What makes Inditex so tasty? Well, for a start, it seemed
to show higher profit margins than comparable retailers, and secondly, the trend seemed
sustainable. Good bet for most investors.

The Awkward Factor in the Profitability Formula
Buy low, sell high. Buy on credit, sell on cash. Retail profitability often seems like a
no-brainer.
Contd....

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