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Klantwaarde creëren_HF6
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Klantwaarde creërenHoofdstuk 6: product- en prijsbeslissingen
1. Product- en prijsbeslissingen …
1.1. Afhankelijk van de productlevenscyclus (PLC)
PLC = DLC = distributielevenscyclus
Niet alleen voor producten, ook voor retailers!
Elke retailer maakt meestal ook 4 fasen door.
Herpositionering kan nodig zijn om te overleven (cfr. Supra).
Introductiefase: winkel komt op, treedt de markt binnen.
o Belangrijk: onderscheid! Positionering! USP!
o Wees geen copycat.
o Vbn duidelijke ‘entrance’ met duidelijk winkelconcept: …
1
, Klantwaarde creëren
Distributielevenscyclustheorie (toepassen op retailer)
Groeifase: gegeerd Vanuit je eigen winkel groeien
Omzet genereren
Bv: Albert Heijn, Primark
Verzadigingsfase: markt = verzadigd, veel Marktaandeel neemt af, groei stagneert
concurrentie Mogelijkheden: herpositionering ofwel
neergang
Bv: Colruyt
Neergangsfase: einde verhaal Trachten te overleven
Ofwel herpositionering ofwel faillissement
Bv: Brantano
1.2. Theoretische
modellen
gelinkt aan
positionering in retail
Retailers zijn voortdurend in beweging
Van prijsdistributie naar servicedistributie en terug
Theoretische modellen die dynamiek in retail verklaren
1) Wheel of retailing EXAMEN
2) The Big Middle
3) Distributielevenscyclustheorie
2
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