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Retail Organization & HRM Chapter 4
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Chapter topics The organizational structure Process of organizing Retail tasks Classifying jobs Hierarchical charts Human resource environment
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Setting up a retail organization Identify needs of Target market Employee needs Management needs
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Target Market Needs Sufficient personnel Personnel knowledgeable & courteous Facilities well maintained Branch store customers needs met? Are changing needs promptly met?
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Employee needs Offer challenging & satisfying positions Orderly promotion program Participative decision making Channels of communication
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Employee needs Authority/responsibility relationship clear Fair treatment of employees Reward performance
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Management needs Easy to obtain & retail competent personnel Personnel procedures Line of authority Span of authority Support staff
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Management needs Levels of organization developed well Organizations plans well integrated Motivated employees
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Management needs Low absenteeism Policies on replacing personnel Flexibility & adaptive nature of organization
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Organizing the firm
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Process of organizing firm Outlining the specific tasks to be performed in a retail distribution channel Divide tasks among channel members & customers
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Process of organizing firm Group retailing tasks into jobs Classify jobs Integrate positions in an org. chart
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Principles for organizing Employee interest, training, & promotions Employee turnover & absenteeism ( การหมุนเวียนของพนักงานและการ ขาดงาน ) Line of authority ( สายการ บริหารงาน ) Reporting levels
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Principles for organizing Span of control ( ช่วงของการควบคุม ) Mgmt & delegation power ( การบริหารและการมอบหมายงาน ) Supervisory responsibility ( หน้าที่ความรับผิดชอบ ) Communication speed & levels Informal vs. formal relationships & authority
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Retail tasks งานค้า ปลีก
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Retail tasks to be performed Buying merchandise Shipping merchandise ( สินค้าที่จัดส่ง ) Receiving merchandise
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Retail tasks to be performed Check incoming shipments ( วันที่จัดส่งเข้ามา ) Setting prices Marking merchandise ( ทำเครื่องหมายสินค้า )
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Retail tasks Inventory storage & control Displays (window & instore) Facilities maintenance Customer research
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Retail tasks Customer contact Customer follow-up Customer complaint handling ( จัดการเรื่องร้องเรียนของลูกค้า ) Personnel management
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Retail tasks Repairs & alterations Billing customers Handling receipts & financial records Credit operations Gift wrapping
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Retail tasks Delivery to customers Return to Vendors unsold/damaged mdse Sales forecasting Budgeting coordination
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Division of tasks: retailer Can perform all or some of tasks in distribution channel From buying mdse to coordination
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Division of tasks: wholesale/MFG Takes care of few or many functions Shipping ( การจัดส่งสินค้า ) Marking Merchandise ( การทำ เครื่องหมายสินค้า ) Inventory storage Display research
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Division of tasks: specialists Buying office Delivery firms Warehouse Marketing research Ad agency Accountant Credit bureau Computer service
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Division of tasks: customer Responsible for: Delivery Credit Sales effort (self service) Satisfaction (DI)
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Classifying jobs & the hierarchical charts
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Classifying jobs –4 ways Functional Sales, buying, store operations Product Hires personnel for different products
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Classifying jobs – 4 ways Geographic Where store is located & local issues ( ทำเลที่ตั้งของร้านและปัญหา ภายในท้องถิ่น ) Combinations ( การผสมผสาน ) HQ vs. branch hires ( สาขาการ จ้างงาน )
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Organizational charts: Functional Hierarchy of authority Vice President of “operations” Sales promotion mgr Mdse mgr Personnel mgr Store operations controller
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PRODUCT org chart Store mgr Men’s outerwear mgr. Ladie’s outerwear mgr. Lingerie mgr Appliance mgr.
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Geographic chart Vice President of “stores” Location A store manager Location B store manager Location C store manager Location D store manager
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Small independent charts
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Mazur Plan ( see fig 11-7 – p. 334 ) Divides retail activities into 4 functions Merchandising Publicity Store management Accounting & control
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Equal store vs. Separate store org. Equal Store Used by chains Centralized buying Branches = sales units Most popular Separate store Each branch has own buying responsibilities
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