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Retail Business Environment

Notes understand and assess for what customers are looking for in the outlets and out of the outlets.
The industry also requires manpower for awakening customers regarding why organized outlets.
The industry is looking for human resources instead at man power. The industry will certainly
get human resources in near future. The issues relating to job specification job classification, job
design, recruitments, and selections, training and development is also becoming important.
In India, sudden and unprecedented growth in organized retailing poses a challenge to human
resources development. Therefore, it would be useful to look at the usefulness of HRM in
retailing emerging requirements and challenges and measures to improve work culture in
Indian scenario.

13.1 Retail Employment

Retail Industry, one of the fastest changing and vibrant industries in the world, has contributed
to the economic growth of many countries. Retailing is a vital part of the business industry that
involves selling products and services to consumers for their individual or family use. Retailing
can also be defined as the timely delivery of goods demanded by consumers at an affordable and
competitive price. It is a vertical and people-oriented business industry. Retail business in India
boomed in the 80’s and within a short span of time, Indian retail sector has been rated as the fifth
most attractive, emerging retail market in the world. Indian retail sector which account for over
10 percent of the country’s GDP (Gross Domestic Product) and around eight percent of
employment, is expected to grow at a compound rate of 30 per cent over the next five years.
Retailing process involves a direct interface with the customer and the coordination of business
activities from the design stage of a product to its delivery and post-delivery service. Generally,
retail business can be classified into several types depending on their size, shape, product lines,
amount of service they offer and prices they charge etc. Some among them are specialty stores,
supermarket/malls, factory outlets, franchises, chain stores, discount stores, lifestyle and personal
products, furnishing household appliances and groceries stores etc.

With the tremendous growth of economy, retail management has emerged as one of the fastest
growing careers in India. The enormous expansion in the retail sector during the past few years
has thrown up a big demand for skilled professionals in the field. It is an industry looking for
people at all levels, from the school pass out with basic skills, to the well qualified supply chain
and retail management professionals. One can take up a job depending on one’s interest and
aptitude, since retail industry is an array of activities starting from marketing to branding. This
makes retail profession one of the most demanding careers of the era.
The working time and atmosphere all depends upon the company one works for. One could
start his career as a management trainee, and with hard work and right attitude, could reach the
manager posts of different departments. Advertising agencies, Airlines, insurance companies,
banks etc. are some other areas where one can find jobs, apart from retail shops. One can even
start one’s own business and be an entrepreneur. Job prospects in Retail Sector are:
Customer Sales Associate: It is the entry-level post of retail business. But as every retail shop is
completely dependent upon the sales they get, this is one of the important posts in this profession.
To be a good sales person, one should have good knowledge about the products, the shop, the
customers etc.
Department Manager/Floor Manager/Category Manager: These are some of the posts one could
handle in the store.

Store Manager: Store managers sometimes called General Manager or Store Director, are
responsible for managing an individual store and its day-to-day functioning. The store manager
is in charge of the employees of the store and he himself may report to a District or Area
manager or the store’s owner.

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