|
Abstract： |
This paper presents an overview of the retail planning process typically followed by corporate retailers in the Western countries. The planning process starts with the company setting up its goals and strategies. Once a suitable market is identified for business expansion, a comprehensive investigation of the market conditions and the associated political and social environments is conducted. Based on the investigation, decisions are made with regard to suitable business formats and entry paths. Business site selection and detailed trade area analysis are also important parts of the planning process. As the paper illustrates, the retail planning process is complex, requiring multi-disciplinary knowledge and involving experts with different professional backgrounds. |
